The newcomers bring together established authority brands with emerging and in-demand names, reflecting how men today shop for high-quality, on-trend styles at affordable prices. Brands joining ASOS this season include Belier, BLEND, BLKVIS, CAPO, Cernucci, Gap, HUF, Pegador and Stan Ray, offering an extensive edit spanning statement streetwear, warm-weather wear and everyday essentials.
Streetwear is led by culturally relevant brands like Pegador, HUF and Cernucci, offering bold graphics, bold silhouettes and logo pieces, while Stan Ray adds a modern touch to workwear through practical, everyday casual styles designed for versatility.
Asos has expanded its menswear offering with nine new fashion and contemporary brands, including Gap, HUF, Pegador and Stan Ray. The move strengthens its position as a trend-led men's fashion destination, spanning streetwear, summer essentials and elevated basics, while reflecting the growing online demand for accessible fashion and style inspiration.
Warm weather and party wear comes from BLEND, Belier and CAPO, with coordinating sets, linen, crochet and simple summer staples designed to match any occasion. Sophisticated everyday pieces complete the edit, with Belier and BLKVIS offering smart-casual basics including textured knits, premium basics and tailored pants that perform beyond a single season.
ASOS has also become Gap's wholesale partner in the UK and Ireland, marking a significant addition to its menswear portfolio. The launch includes more than 100 products, featuring Gap's most recognizable staples, from denim and transitional knits to relaxed linen sets.
The expansion reflects the evolution of menswear shopping habits – ASOS research shows that almost 40% of men browse online for clothing inspiration every week*. By bringing together new brands and curated editions in one place, ASOS aims to make it easier for customers to seamlessly go from inspiration to purchase.
Shazmeen Malik, Director of Partner Brands and Flexible Fulfillment, at ASOSsaid: At ASOS, we're known for having great wardrobe staples, but we're also the destination for the latest trends and inspiration. Over the past two years, 40% of our men's brand portfolio has been newly acquired, bringing together trusted names like Gap and HUF alongside a new mix of contemporary and streetwear brands. It means customers can discover something new and at the same time find those everyday pieces they know and love.
Fiber2Fashion News Desk (RM)
