I Saw It First is a legitimate, registered UK business that operates legally and delivers real products. However, it carries a well-documented history of customer complaints around sizing inconsistency, returns difficulties, and product quality falling short of expectations. It's usable for low-stakes, low-cost purchases but warrants caution on anything above bargain pricing.
I Saw It First launched in 2017 as a UK-based online-only fast-fashion retailer aimed primarily at 16–30-year-old women, competing directly with Boohoo, ASOS Marketplace, and Pretty Little Thing. The business is UK-registered, operates from Manchester, and has been associated with the Cami Group retail network. It is a real, trading business with genuine products — not a scam or shell operation.
The primary concerns are quality and post-purchase experience rather than outright fraud. Product photography tends to flatter garments that in reality use thin, low-grade fabrics. Sizing runs inconsistently small across categories, and the returns process — while legally compliant under UK consumer law — is frequently described as slow and friction-heavy by customers. Trustpilot reviews are mixed, with a meaningful cluster of one-star complaints that reference missed deliveries, poor substitutions, and refund delays.
UK consumers should treat I Saw It First as a bargain-bin option only — appropriate for very low-cost, low-risk purchases where you can absorb a poor outcome. Always pay via PayPal or credit card to protect yourself under Section 75 or buyer protection if a return dispute arises. Check sizing charts carefully for every item and do not order anything time-sensitive given delivery reliability concerns.