ASOS to launch premium menswear line this month

It’s a big moment for ASOS as the digital fashion giant “pushes into premium” with a new menswear line launching on 20 October.

Debuting on its platform next week, the ‘ASOS Collective’ not only aims to “sharpen” the fashion retailer’s menswear proposition but “signals a confident pivot: ASOS aiming higher in quality, longevity and design refinement”. 

So it’s “more than just another sub-line”, with the new collection framed as the “next-level essentials… building on wardrobe pillars rather than chasing trends – a move that echoes the retailer’s broader strategy to elevate its in-house labels”.

It’s the latest example of ASOS’s fight back after a few bruising years. This year has seen the high-profile relaunch of Topshop and Topman, as well as the launch of livestream shopping, a new loyalty programme, new brands to the platform, a New York pop-up, and new execs. 

So what will the menswear launch be all about?  Designed for “the modern wardrobe” the collection comprises a selection of essentials made with “precision and purpose”, designed with a focus on “quality, inclusivity, and refined detail”.

The collection consists of layering garments such as shirts, hoodies and jumpers, alongside precise fits with a selection of tapered, straight and barrel fit denim, while jersey is reworked across three distinct weight.

Prices range from £20 for a heavyweight T-shirt to £250 for leather and suede jackets.

James Lawrence, menswear design director, said: “ASOS Collective is about taking the everyday and refining it. We’ve rethought wardrobe staples with a focus on quality, fit and detail, creating pieces that are not just made to be worn, but made to last. It’s a collection that puts longevity and inclusivity at its heart.”