Let's walk shall we. Let's take a brisk stroll down memory lane.
It all started in 1999, what a year. It's the year we were first plugged in. The year Identity was born. And like all good things, we've just gotten better. Identity is now 147 stores strong - oh wait is that another? - and fast becoming one of this country's fashion favourites.

Get in tune
At Identity we strive for the very simple things in life. Things that make hearts flutter, heads turn, knees weak. We are all about the edge of cutting edge, fever-inducing fashion mixed with those basic essentials that every wardrobe needs, wants and must have. And we try to make the hottest selection of items affordable to everyone who's anyone. And that's all of us.