70% matchZaful
Budget going-out and swim, direct-from-China pricing
What changes: Womenswear/swimwear only, no menswear
Brand profile
boohoo
boohoo is a Manchester-based online fast-fashion retailer for 16-30 year olds, now run as a marketplace under parent Debenhams Group.
ManchesterOrigin
UnisexFocus
StreetwearStyle
$Price
What to know about boohoo
Almost everything sits under £30
Built for 16- to 30-year-olds who want cheap volume: t-shirts, hoodies and Y2K-leaning basics priced so trends can be bought and replaced quickly.
Now a marketplace, not just a label
Since the 2025 pivot boohoo stocks over 1,400 third-party labels beside its own ranges, so quality and sizing vary widely from item to item.
Influencers do the design brief
Founded in Manchester in 2006, boohoo grows through influencer marketing and celebrity edits, which is what dictates what appears on the site each season.
How boohoo fits
Overall fit
mixed
Shoppers frequently report inconsistent sizing across boohoo's ranges, with many items running small or fitting slimmer than expected.
Tip: Check individual item reviews and consider sizing up, as fit is inconsistent across ranges.
Medium confidence · based on 8 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | mixed | varies from fitted to oversized depending on style | Check the specific style, as oversized ranges run large while fitted ones run small. |
| Shirts & overshirts | slightly small | slim | Size up if you want room, as shirts are cut slim. |
| Trousers & pants | mixed | slim to regular | Sizing varies, so review the specific product measurements before ordering. |
| Jeans & denim | mixed | skinny to slim | Expect a slim or skinny cut and check reviews for stretch and waist accuracy. |
| T-shirts & graphic tees | slightly small | slim to fitted | Consider sizing up if you prefer a relaxed fit, as tees tend to run slim and short. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like boohoo
boohoo fit questions
Does boohoo run big or small?
boohoo varies by piece. Check individual item reviews and consider sizing up, as fit is inconsistent across ranges. Shoppers frequently report inconsistent sizing across boohoo's ranges, with many items running small or fitting slimmer than expected.
How does boohoo fit?
Shoppers frequently report inconsistent sizing across boohoo's ranges, with many items running small or fitting slimmer than expected. Overall shape: slim to fitted with inconsistent cut across ranges.
How do boohoo hoodies & sweatshirts fit?
boohoo hoodies & sweatshirts varies by piece. Check the specific style, as oversized ranges run large while fitted ones run small. Shape: varies from fitted to oversized depending on style.
How do boohoo shirts & overshirts fit?
boohoo shirts & overshirts fits slightly small. Size up if you want room, as shirts are cut slim. Shape: slim.
How do boohoo trousers & pants fit?
boohoo trousers & pants varies by piece. Sizing varies, so review the specific product measurements before ordering. Shape: slim to regular.
Brand facts
boohoo is a Manchester-based online fast-fashion retailer selling womenswear, menswear and accessories aimed at 16- to 30-year-olds, with most items under £30. Founded in 2006 by Mahmud Kamani and Carol Kane, it now trades as a fashion marketplace stocking over 1,400 third-party labels alongside its own ranges. Parent Boohoo Group renamed itself Debenhams Group in March 2025, pivoting boohoo, BoohooMAN and PrettyLittleThing to marketplace models after heavy youth-brand losses. Frasers Group is the largest shareholder. Growth relies on influencer marketing and celebrity edits.
- Founded
- 2006
- Origin
- Manchester, United Kingdom
- Price
- $
- Focus
- Unisex
- Facts checked
- September 2026
- Styles
- Streetwear, Y2K, Athleisure / Sportswear