A brand new style app known as NIFT (standing for ‘Want It For Tonight’) is redefining the that means of ‘quick style’.

The app guarantees to ship style from excessive finish and unbiased manufacturers on to your door in as little as 90 minutes – however is that this too good to be true?

Based by sisters Simone and Roxanne Oloman in 2021, the Northern-born pair had been rising more and more annoyed on the UK postal system, and wished one thing ultra-reliable.

“4 years in the past, my sister known as me saying she’d been let down by a late supply and had a giant occasion on the identical day,” says Simone Oloman, co-founder of NIFT. “She was panicking, saying ‘I don’t have the time to enter central London – I have to do my hair, my make-up and fairly frankly, I don’t wish to expertise the frenzy of central’.”

It was that decision that gave Simone a eureka second. On the time, Simone had seen folks flocking to ASOS, the web retailer that was providing £10 for a 12 months of limitless next-day supply, and she or he noticed a niche available in the market.

“I’d been working in retail expertise and consulting with a number of totally different retailers,” explains Simone, “about 95% of their buyer queries had been round supply. It was, I can’t discover my “How do I observe my order?”, My order’s late, The place’s my order?

“So listening to the frustration from retailers as effectively, we thought [NIFT] solved an issue for each customers and retailers.”

Simone and Roxanne proceeded to invent the style equal of Amazon and Deliveroo. Three years later, the 2 registered ‘NIFT’ as a enterprise in November 2023.

Since then, the pair have actually seen an urge for food for last-minute style buys, however are eager to avoid the ‘quick style’ tag.

“We don’t companion with the Zara’s of the world – we by no means will,” says Simone, “We’ve got labored very carefully with private consumers which has actually helped us decide what manufacturers we must be going after.”

The app began in London, providing a variety of huge manufacturers equivalent to GANNI, Farm Rio and Chinti & Parker, alongside small unbiased boutiques from throughout the town.

“We’re all the time looking out for rising designers,” explains Simone. “I feel it’s very nice to not solely be capable of supply well-known manufacturers, but additionally supply high quality, rising designers.

“It’s good to be a spot for sourcing the hidden gems,” says Simone, “as a result of sure it’s about quick supply, nevertheless it’s additionally about discovering new manufacturers.”

As a way to discover appropriate manufacturers to companion with, Simone stated she initially walked across the metropolis streets, “actually mapping out London to see the place one of the best boutiques had been”.

The pair didn’t assume ‘quick style’ needed to be unsustainable. Utilizing bicycles and cargo bikes wherever doable, “That’s why we began off with 90-minute supply,” explains Simone, “the entire thing was to attempt to encourage folks to buy regionally, and minimise their carbon footprint.”

The sisters say they prioritise being “sustainably aware”.

“We actually attempt to promote conscious purchases,” says Simone. “We’re continuously pushing out that message, and is without doubt one of the explanation why we companion with private stylists. We provide complimentary private styling appointments as a result of it helps folks make these extra conscious purchases.”

While the pair don’t doubt that quick style manufacturers will quickly emulate their enterprise mannequin, they hope because the pioneers they will set a superb instance.

“I don’t doubt that it’ll occur with massive fast-fashion retailers,” says Simone, “however that form of fast order and ‘put on it as soon as’ tradition is one thing we actually wish to keep away from.”

When you’re not in a giant metropolis and nonetheless need to drive to pick-up your traditional takeaway – don’t fear – Simone has plans for smaller cities.

“The best way that we’ve constructed our infrastructure signifies that we are able to choose it up and place it in every other metropolis or city.

“I really like the thought of going to locations like Oxford and these smaller cities with a fantastic array of boutiques and providing specific supply,” she says.

“However first main cities,” she laughs. Whereas 90-minute supply is just at the moment out there in London, and specific for these simply outdoors, NIFT is increasing to Manchester, adopted by all main UK cities.

While the app specialises in style – it additionally could also be your guardian angel for last-minute Christmas presents.

“The great thing about partnering with boutiques means they’ve beautiful little bits like Bella Freud candles, Elizabeth Scarlett units, bespoke hampers,” says Simone, “We even had somebody order a carafe on 90-minute supply!”

So whether or not you’re a style fanatic or forgot to purchase your Secret Santa current – NIFT could be the app your own home display screen is lacking.

A brand new trend app referred to as NIFT (standing for ‘Want It For Tonight’) is redefining the which means of ‘quick trend’.

The app guarantees to ship trend from excessive finish and unbiased manufacturers on to your door in as little as 90 minutes – however is that this too good to be true?

Based by sisters Simone and Roxanne Oloman in 2021, the Northern-born pair have been rising more and more annoyed on the UK postal system, and needed one thing ultra-reliable.

“4 years in the past, my sister referred to as me saying she’d been let down by a late supply and had a giant occasion on the identical day,” says Simone Oloman, co-founder of NIFT. “She was panicking, saying ‘I don’t have the time to enter central London – I must do my hair, my make-up and fairly frankly, I don’t wish to expertise the push of central’.”

It was that decision that gave Simone a eureka second. On the time, Simone had seen individuals flocking to ASOS, the web retailer that was providing £10 for a 12 months of limitless next-day supply, and she or he noticed a spot out there.

“I’d been working in retail know-how and consulting with lots of completely different retailers,” explains Simone, “about 95% of their buyer queries have been round supply. It was, I can’t discover my “How do I monitor my order?”, My order’s late, The place’s my order?

“So listening to the frustration from retailers as effectively, we thought [NIFT] solved an issue for each customers and retailers.”

Simone and Roxanne proceeded to invent the style equal of Amazon and Deliveroo. Three years later, the 2 registered ‘NIFT’ as a enterprise in November 2023.

Since then, the pair have definitely seen an urge for food for last-minute trend buys, however are eager to avoid the ‘quick trend’ tag.

“We don’t associate with the Zara’s of the world – we by no means will,” says Simone, “We’ve labored very intently with private customers which has actually helped us decide what manufacturers we must be going after.”

The app began in London, providing a spread of huge manufacturers similar to GANNI, Farm Rio and Chinti & Parker, alongside small unbiased boutiques from throughout town.

“We’re at all times looking out for rising designers,” explains Simone. “I feel it’s very nice to not solely have the ability to provide well-known manufacturers, but in addition provide high quality, rising designers.

“It’s good to be a spot for sourcing the hidden gems,” says Simone, “as a result of sure it’s about quick supply, however it’s additionally about discovering new manufacturers.”

With the intention to discover appropriate manufacturers to associate with, Simone mentioned she initially walked across the metropolis streets, “actually mapping out London to see the place one of the best boutiques have been”.

The pair didn’t assume ‘quick trend’ needed to be unsustainable. Utilizing bicycles and cargo bikes wherever doable, “That’s why we began off with 90-minute supply,” explains Simone, “the entire thing was to attempt to encourage individuals to buy domestically, and minimise their carbon footprint.”

The sisters say they prioritise being “sustainably aware”.

“We actually attempt to promote aware purchases,” says Simone. “We’re continuously pushing out that message, and is likely one of the the reason why we associate with private stylists. We provide complimentary private styling appointments as a result of it helps individuals make these extra aware purchases.”

While the pair don’t doubt that quick trend manufacturers will quickly emulate their enterprise mannequin, they hope because the pioneers they will set a very good instance.

“I don’t doubt that it’ll occur with massive fast-fashion retailers,” says Simone, “however that type of fast order and ‘put on it as soon as’ tradition is one thing we actually wish to keep away from.”

In case you’re not in a giant metropolis and nonetheless need to drive to pick-up your standard takeaway – don’t fear – Simone has plans for smaller cities.

“The best way that we’ve constructed our infrastructure implies that we will choose it up and place it in every other metropolis or city.

“I really like the concept of going to locations like Oxford and these smaller cities with a phenomenal array of boutiques and providing categorical supply,” she says.

“However first main cities,” she laughs. Whereas 90-minute supply is barely at the moment obtainable in London, and categorical for these simply exterior, NIFT is increasing to Manchester, adopted by all main UK cities.

While the app specialises in trend – it additionally could also be your guardian angel for last-minute Christmas presents.

“The great thing about partnering with boutiques means they’ve pretty little bits like Bella Freud candles, Elizabeth Scarlett units, bespoke hampers,” says Simone, “We even had somebody order a carafe on 90-minute supply!”

So whether or not you’re a trend fanatic or forgot to purchase your Secret Santa current – NIFT may be the app your house display is lacking.