Irene Agbontaen built TTYA from a gap she felt personally: tall women weren't a niche, fashion had simply never been built for them. It became the fastest-selling collection Selfridges had launched, dressed Jourdan Dunn on the cover of American Vogue, and took a menswear line to Lagos Fashion Week with Rema on the runway. After a hiatus, she's back with TTYA [LAB] and an exclusive ASOS launch, bringing everything she's learned about culture, community, and brand-building into one cohesive vision. In this conversation, she gets honest about the reality of building a brand from the ground up, the tools, systems and instincts it's taken to keep going through the hardest stretches, and how staying close to her real customer has shaped where TTYA is evolving next.