 The company was founded in March 2014 by Nickyl Raithatha, Luca Marini and Caren Downie.Raithatha and Marini, who knew each other from business school, had the idea for a clothing brand while Raithatha was working for Rocket Internet and Marini was a director at one of Rocket's fashion e-tailers.They recruited Caren Downie, who had formerly been ASOS.com's fashion director and Topshop's buying director.