[1] Born in Cheshire, Passi grew up in Surrey and Hong Kong and briefly lived in New York.
[6][8] In 2008, Passi founded Missguided from a factory in Prestwich, Greater Manchester, with a £50,000 loan from his dad, using £3,000 to set up the website and £5,000 to buy stock.
[1][10] Passi has said that the launch of the company was originally motivated by recognising the growth of online retail and the fewer fashion options available for younger women.
[11] The company has partnered with a number of celebrities, including Nicole Scherzinger, Sofia Richie & most recently Sean John, and Passi credits the success of the brand to its use of celebrities and its ability to reach consumers via social media networks.
[15] In 2018, Passi was reprimanded for failing to appear at a Parliamentary Select Committee inquiry into sustainability and sending a colleague in his stead.