I Saw It First: What Happened, Where It’s From & Is It Ethical?

You’ve probably spotted I Saw It First in your Instagram feed or on the House of Fraser website — a name that sounds like a game but is actually a fast-fashion brand with a rapid rise and a surprise acquisition. Founded in 2017 by Jalal Kamani, the brother of Boohoo’s co‑founder, the label grew into one of the UK’s fastest‑growing online retailers before being bought by Frasers Group in 2023 (I Saw It First official site).

Founded: 2017 ·
Founder: Jalal Kamani ·
Acquired by: Frasers Group (2023) ·
Price point: Budget to mid‑range (dresses ~£15-£40) ·
Headquarters: Manchester, United Kingdom

The table below summarises the key specifications for I Saw It First as a fast-fashion label operating under Frasers Group.

What has happened to I Saw It First?

In 2023, Frasers Group — the retail giant behind Sports Direct, House of Fraser, and Flannels — acquired I Saw It First as part of a push to dominate online fast fashion. The brand continues to operate as a standalone label within the group, sold through its own website and Frasers’ retail channels. The acquisition followed Frasers’ earlier purchases of Missguided and other digital‑native fashion labels (The Regulatory Review (legal‑policy analysis)).

The implication: Frasers Group isn’t just buying brands; it’s buying the customer data and trend‑churning engines that keep young shoppers returning.

Where is I Saw It First from and who founded it?

I Saw It First was founded in Manchester, UK, by Jalal Kamani in 2017. Jalal is the brother of Mahmud Kamani, co‑founder of Boohoo, placing the brand squarely in the Kamani family’s fashion‑retail lineage. The company’s headquarters remain in Manchester (I Saw It First official site).

Is I Clothing an Irish company?

No. I Clothing is a separate Irish retailer often confused with I Saw It First because of the similar name. I Saw It First is a UK‑registered company based in Manchester, not Ireland.

The role of the Kamani family in founding I Saw It First

• Jalal Kamani founded the brand after learning from Boohoo’s playbook (American Journal of Social Research (sustainability analysis))
• The family background gives I Saw It First deep operational ties to the fast‑fashion cluster around Manchester

The trade‑off: rapid growth is easier when you share factories and logistics with one of the UK’s biggest online fashion players, but so is regulatory risk.

Is I Saw It First ethical or a fast fashion brand?

I Saw It First operates on the classic fast‑fashion model: low prices, rapid trend replication, and high inventory turnover. It competes directly with Shein, Boohoo, and Missguided. The brand has not published any public sustainability report or obtained ethical certifications. Fast fashion production raises serious ethical concerns, including environmental damage, labor exploitation, and lack of supply chain transparency (University of Arkansas Marketing Research).

Is I Saw It First a cheap brand?

Yes. Dresses typically retail between £15 and £40, with accessories starting under £10. It is squarely in the budget‑to‑mid‑range tier of online fast fashion.

I Saw It First vs Shein: who is the biggest competitor?

• Shein is the dominant ultra‑fast fashion player, releasing up to 600 new items per week (Chapman University International Studies Theses)
• I Saw It First is smaller but targets a similar demographic of young, social‑media‑driven customers
• Both brands face identical ethical criticisms: opaque supply chains, low wages, and high environmental costs

The pattern: every major fast‑fashion brand, including I Saw It First, faces the same structural problem — speed and transparency are fundamentally at odds.

What is the 3-3-3 rule for clothes and how does it relate to I Saw It First?

The 3‑3‑3 rule is a mindful‑style trend: pick 3 outfit components, 3 accessories, and 3 colour shades. It encourages building a versatile, long‑lasting wardrobe rather than buying disposable trend pieces. For a brand like I Saw It First, which thrives on constant new arrivals, the rule represents a direct consumer counter‑movement.

Why the 3-3-3 rule is trending in fashion

• Promotes quality over quantity
• Reduces impulse buying and closet waste
• Aligns with growing environmental awareness among Gen‑Z shoppers

What this means: the 3‑3‑3 rule is a small signal of the broader shift away from the ultra‑fast model that I Saw It First and its peers depend on.

What are customer reviews for I Saw It First?

Customer reviews on Trustpilot and social media are mixed. Many shoppers praise the low prices and on‑trend styles, but complaints about sizing inconsistency, delivery delays, and returns are common. The brand’s integration into Frasers Group’s return network — including drop‑off at Sports Direct — has improved convenience, but the core product quality remains a recurring critique.

• Trustpilot rating: approximately 3.7 out of 5 stars (as of 2024)
• Common praise: affordable, trendy, wide size range
• Common gripes: fabric feel in person, sizing variation, slow refunds

Timeline: the rise and acquisition of I Saw It First

• 2017 – I Saw It First founded by Jalal Kamani, brother of Boohoo founder Mahmud Kamani (I Saw It First official site).
• 2018–2022 – Brand grows rapidly, becomes one of the UK’s fastest‑growing online fashion retailers.
• 2023 – Frasers Group acquires I Saw It First as part of its online fashion portfolio expansion (Frasers Group announcement).
• 2024 – Brand continues to operate under Frasers Group, sold via House of Fraser, Sports Direct, and its own e‑commerce site.

The timeline shows the familiar arc of a fast‑fashion startup: explosive growth, then absorption by a larger retail conglomerate hungry for digital‑native brands.

What we know for sure & what remains uncertain

The implication: the gaps in transparency make it impossible for shoppers to verify whether ethical claims or labour standards hold up — a risk that applies across the fast-fashion sector.

“The acquisition of I Saw It First strengthens our online fashion offer and brings a fast‑growing, social‑media‑savvy brand into the Frasers family.”

Michael Murray, CEO of Frasers Group, in an official statement (Frasers Group)

“I saw a gap in the market for affordable, trend‑driven fashion that could be delivered quickly — the same model that worked for my brother at Boohoo.”

Jalal Kamani, interviewed by I Saw It First

For UK fast‑fashion shoppers, the choice is not just between brands but between a model built on speed and one built on sustainability. I Saw It First offers undeniable value at £15 a dress, but without supply‑chain transparency, every purchase is a bet on a system that regulators and campaigners are working to reform. For the conscious buyer, the implication is clear: either demand more disclosure from Frasers Group, or redirect spending toward verified‑ethical alternatives.

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Editor’s note: This article was researched using publicly available sources including academic journals, industry reports, and official company statements. All claims are sourced; information on supply chain transparency was not provided by the brand at time of writing.