In The Style was founded by the Group's CEO Adam and is headquartered in Manchester, UK. ITS's differentiated business model is based on collaborations with a growing group on influencers that have high levels of engagement with their audiences on social media platforms. These influencers work with the ITS in-house team to design eponymous clothing ranges in their own styles which are sold via regular large launches or mini releases on ITS's proprietary app, website, and on a wholesale basis through select third-party digital and other retailers.