STANDING TALL: TTYA, the clothing brand founded by Irene Agbontaen that is aimed at tall women, is returning to Asos with a dedicated 12-piece capsule that’s set to launch on Sept. 18 during London Fashion Week.

Now called TTYA [Lab], it comprises foundational pieces designed for layering. There are blazers, trousers, leggings, and a long, structured coat for the winter season. TTYA stands for Taller Than Your Average.

The capsule will also offer over-the-knee boots and thong sandals in sizes extending to size 12 in the U.K. and 14 in the U.S. The price range has yet to be released.

Agbontaen, an entrepreneur and brand strategist, said more than 35 women participated in focus groups to develop the collection’s patterns. She said her aim is to ensure tall women have more wardrobe choices.

“I just want girls to feel like they finally found somewhere where they belong,” said Agbontaen, who is 5’11” tall, and said she has always struggled to find clothes that fit her properly.

“I’ve always felt like fashion didn’t speak to me. There weren’t women who looked like me,” said Agbontaen. “TTYA was actually built out of frustration and necessity. If I can’t find it, I’m going to create it.” 

TTYA made its debut at Selfridges in 2013, and later partnered with Asos for online sales.

In 2021, TTYA and Asos collaborated again, launching a two-drop collection during COVID-19 that sold out immediately. “We then knew that the audience was there. We really wanted to think about who our customer is, who our community is, and how we make those girls feel included in the fashion conversation,” said Agbontaen.

For this latest iteration Agbontaen and Asos have created a model in which TTYA controls brand ownership, creative direction, product vision, customer relationships and community. Asos provides manufacturing, sourcing, merchandising, logistics and retail infrastructure.

A fuller collection will sell on the soon-to-be-launched TTYA [Lab] website. “What we’ve built with Asos is a founder-first commercial model,” said Agbontaen.