Nitin Passi


Nitin Passi is the Founder & CEO of Missguided, the fashion phenomenon that in just 10 years has become one of the strongest online womenswear brands in the world.

Born in Cheshire after his grandfather moved to the UK from India in the 1960s and set up a knitwear factory in Manchester, Nitin grew up in Surrey, Hong Kong and New York.

After education at Cranleigh School and Newcastle University, where he studied business management, Nitin began his career in the New York fashion industry before establishing Missguided in Manchester in 2009 with a £50,000 family loan.

Missguided today has a turnover in excess of £200m, delivering to almost 100 countries around the world.  Aimed at women under 30s, Missguided looks to empower its female customers to be confident in themselves and be who they want to be.

Just like its founder, Missguided is a bold, straight talking and forward thinking fashion brand inspired by global influences like social media, street style, and popular culture.

Nitin is 36 and splits his time between Manchester and his home near London.