In The Style raises more than £100,000 for Samaritans through sales of new ‘Kindness’ collection


In The Style, the fast-growing e-commerce womenswear fashion brand with an innovative influencer collaboration model, has raised more than £100,000 for Samaritans through its recently launched Kindness Collection.

The Kindness Collection, designed and launched in collaboration with In The Style’s influencer partners, was created in honour of the late Caroline Flack and is centred around the simple message: to be kind. 100% of profits from sales of the collection will be donated to Samaritans, the mental health charity.

Samaritans provides emotional support to people across the UK and Ireland who are suffering with mental health, in emotional distress, struggling to cope or at risk of suicide. The charity operates a 24/7 telephone helpline, answering calls for support 365 days of the year. It also works to promote coping methods and campaigns to raise awareness of suicide prevention.

In 2020, In The Style raised more than £400,000 for Samaritans through a number of successful dedicated charity collections. Its efforts during the year supported more than 80,000 people across the UK and Ireland.

Adam Frisby, CEO of In The Style, said: “We are overwhelmed by the positive customer reaction to our Kindness Collection, which reflects the values of our brand and harnesses the power of our customer community. Samaritans is an incredible charity that provides much-needed support to those suffering with mental health or at risk of suicide. As a brand we feel it’s so important to use our platform and products to spread positivity and raise awareness around key matters, and our simple message through this campaign is to be kind.

“Thank you so much to all our customers who have supported the fantastic work that Samaritans do by buying a product from the collection, every single purchase makes a difference.”