A new fashion app called NIFT (standing for ‘Need It For Tonight’) is redefining the meaning of ‘fast fashion’.
The app promises to deliver fashion from high end and independent brands directly to your door in as little as 90 minutes – but is this too good to be true?
Founded by sisters Simone and Roxanne Oloman in 2021, the Northern-born pair were growing increasingly frustrated at the UK postal system, and wanted something ultra-reliable.
“Four years ago, my sister called me saying she’d been let down by a late delivery and had a big event on the same day,” says Simone Oloman, co-founder of NIFT. “She was panicking, saying ‘I don’t have the time to go into central London – I need to do my hair, my make-up and quite frankly, I don’t want to experience the rush of central’.”
It was that call that gave Simone a eureka moment. At the time, Simone had seen people flocking to ASOS, the online retailer that was offering £10 for a year of unlimited next-day delivery, and she saw a gap in the market.
“I’d been working in retail technology and consulting with a lot of different retailers,” explains Simone, “about 95% of their customer queries were around delivery. It was, I can’t find my “How do I track my order?”, My order’s late, Where’s my order?
“So hearing the frustration from retailers as well, we thought [NIFT] solved a problem for both consumers and retailers.”
Simone and Roxanne proceeded to invent the fashion equivalent of Amazon and Deliveroo. Three years later, the two registered ‘NIFT’ as a business in November 2023.
Since then, the pair have certainly seen an appetite for last-minute fashion buys, but are keen to steer clear of the ‘fast fashion’ tag.
“We don’t partner with the Zara’s of the world – we never will,” says Simone, “We have worked very closely with personal shoppers which has really helped us determine what brands we should be going after.”
The app started in London, offering a range of big brands such as GANNI, Farm Rio and Chinti & Parker, alongside small independent boutiques from across the city.
“We’re always on the lookout for emerging designers,” explains Simone. “I think it’s really nice to not only be able to offer well-known brands, but also offer quality, emerging designers.
“It’s good to be a place for sourcing the hidden gems,” says Simone, “because yes it’s about fast delivery, but it’s also about discovering new brands.”
In order to find suitable brands to partner with, Simone said she initially walked around the city streets, “literally mapping out London to see where the best boutiques were”.
The pair didn’t think ‘fast fashion’ had to be unsustainable. Using bicycles and cargo bikes wherever possible, “That’s why we started off with 90-minute delivery,” explains Simone, “the whole thing was to try to encourage people to shop locally, and minimise their carbon footprint.”
The sisters say they prioritise being “sustainably conscious”.
“We really try to promote mindful purchases,” says Simone. “We’re constantly pushing out that message, and is one of the reasons why we partner with personal stylists. We offer complimentary personal styling appointments because it helps people make those more mindful purchases.”
Whilst the pair don’t doubt that fast fashion brands will soon emulate their business model, they hope as the pioneers they can set a good example.
“I don’t doubt that it will happen with big fast-fashion retailers,” says Simone, “but that kind of quick order and ‘wear it once’ culture is something we really want to avoid.”
If you’re not in a big city and still have to drive to pick-up your usual takeaway – don’t worry – Simone has plans for smaller towns.
“The way that we’ve built our infrastructure means that we can pick it up and place it in any other city or town.
“I love the idea of going to places like Oxford and these smaller towns with a beautiful array of boutiques and offering express delivery,” she says.
“But first major cities,” she laughs. While 90-minute delivery is only currently available in London, and express for those just outside, NIFT is expanding to Manchester, followed by all major UK cities.
Whilst the app specialises in fashion – it also may be your guardian angel for last-minute Christmas presents.
“The beauty of partnering with boutiques means they have lovely little bits like Bella Freud candles, Elizabeth Scarlett sets, bespoke hampers,” says Simone, “We even had someone order a carafe on 90-minute delivery!”
So whether you’re a fashion fanatic or forgot to buy your Secret Santa present – NIFT may just be the app your home screen is missing.
