Under the radar – ASOS menswear

It’s no secret that ASOS.com is going from strength to strength – half-year profits are up 68%! In the early days, ASOS’s USP was based on copying celebrity outfits stitch for stitch. ASOS – which stands for As Seen On Screen – would turn around a copy of a ‘Paris Hilton-style’ jacket or dress faster than any high street store, resulting in phenomenal sales and repeat starry-eyed customers who couldn’t get enough of its affordable take on celebrity style. These days, the brand has distanced itself from its copycat beginnings and now sets its own trends. At the SS09 press day I attended a couple of weeks ago, I did a double take at the Cacharel blouses (anyone else still in shock that Eley Kishimoto only last a couple of seasons at the helm? Travesty!), denim of every description and nostalgic florals.

But while we’re all familiar with Asos’s sassy cocktail frocks and statement shoes, the menswear offering has been quietly picking up speed. A preppie Brooks Brothers look prevails for next spring with natty seersucker checks and suede boat shoes of every hue. Then I gasped at the brands – Band of Outsiders for Sperry rubber boat shoes (quirky!), YMC two-tone loafers and a flurry of new labels – Acne Jeans, Comme des Garcons Shirt…

The ASOS mens magazine is also a bit of a who-knew discovery. Not sold in the shops, this gets sent out to customers and the quality of the book (as they like to say Stateside) is pretty damn good considering the tight constraints these things are usually executed under.

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19 Responses to Under the radar – ASOS menswear

  1. Fashion Therapist says:

    I don’t know why it took me so long to get into Asos, but I’m officially hooked! Great menswear too – maybe if I find something for my hubby it will take the attention off of my purchase. :)

  2. susie_bubble says:

    I’ve always preferred the ASOS menswear selection to the womenswear….

  3. coco says:

    I like ASOS, although you have to be prepared to look through a lot of bad stuff. I adore that green studded boot, I may have to order a pair.


    Love asos!!! Is cool!!

  5. Top Bird says:

    Hey – do you know who publishes the ASOS mag? I haven’t come across it before.

    And I must confess that I haven’t given ASOS a lot of time in the past – but I do love those Cacharel blouses. Pretty!

  6. enc says:

    They’re absolutely right to do the trendsetting now, instead of just the trend-following. Why not take a slice of that market?

    I will be predictable and say I love the j-suits.

  7. Rollergirl says:

    Top Bird, it’s a contract publisher called Seven Squared…

  8. Sal says:

    I’m yet to order anything for myself, but always drawn to ASOS’s designs when I see them. Wish I could say I could convince my hubby to try out their menswear … not quite his speed!

  9. Jaiden Jeremy James says:

    Jadore the denim jumsuit

  10. MR style says:

    WOW !!! i love love your post !! so so witty

  11. SOS! says:

    good for ASOS! I’m glad they’re stirring away from the celeb style thing, and trying to create their own trends.

  12. CapuccinoB. says:

    wow, all those pieces are great!


  13. discothequechic says:

    Funnily enough, I’m buying a pair of asos boots as I type.

    And I’ll be swiftly clicking over to the mens section as their footwear looks incredible. Though I’ll have to wait til SS09, it’s surely a good indication!

    Thanks for the heads up.

    and re the urban outfitters jean leggings.. a firm no from me. They fall into the travesty trend category along with uggs and keffiyahs in my eye..

  14. miss cavendish says:

    The two top dresses are dreamy . . .

  15. selinaoolala says:

    jumpsuits and floral leggings- ss09 list ticked off! the only problemo i have with asos is that it takes aaaages to go through the website as they have so much stock! although of course that’s more of a good thing.

  16. Anonymous says:

    Sorry for posting so late but do you know when those floral jeans should be available? I saw them in a magazine in January i think?

  17. Rollergirl says:

    Hmmm, sorry anon, I have no idea!

  18. Anonymous says:

    rollergirl, do you know who exactly makes those two dresses? i searched through asos’s site but they’re no longer there since it’s already May.
    i need them for prom, they’re gorgeous

  19. Rollergirl says:

    Anon, I’m pretty sure those ASOS’s own-label dresses. Asos has just launched its own social networking site – may be worth asking around on there. Someone must have bought one.

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