It is in your face, it is cheap as chips and it is showing off the latest style of cycling shorts (2018’s must-have trend, apparently). You’ll either know Boohoo from its fierce billboard adverts (#DoYourThing) or because you’re wearing it clubbing. There’s a multitude of reasons why this upstart online clothing retailer (etailer, for the initiated) has become one of the UK’s most talked-about brands and it’s not just because it’s got everyone under 25 wearing cycling shorts.
Beloved for celebrity-led designs (Kourtney Kardashian had a collection), speedy deliveries and low prices (the average item costs £13), Boohoo is perfect for ‘a generation that wants things fast, but does not have much cash’. And this year, it has attracted attention both good (smashing sales targets) and bad (how sustainable can cheap fashion be?).
Founded in Manchester in 2006, the Boohoo group (LON:BOO) started life as boohoo.com, an inclusive and innovative brand targeting young, value-orientated customers. For over 10 years, boohoo has been pushing boundaries to bring its customers up-to-date and inspirational fashion, 24/7. boohoo has grown rapidly in the UK and internationally, expanding its offering with range extensions into menswear through boohooMAN.
