AYBL was founded in 2018 by brothers Reiss and Kristian Edgerton. The brothers initially converted their front room into a gym clothing warehouse to launch their business and have grown the business to reach sales of £29.9m in 2023. The company owns two fashion and sportswear brands, AYBL and Because of Alice. AYBL ships its clothing to over 160 countries globally and earlier this year the company moved to a new 56,600 sq.ft. facility allowing them to process 40,000 orders a day.