Asos to launch new premium menswear line

The line which is exclusively at Asos will launch on October 20 and consists of “next-level essentials” with a focus on “quality, inclusivity, and refined detail”.

The collection features layering pieces, denim-cuts, co-ords, and jerseys to capture a wide audience of men.

The news of the premium collection arrives after Asos reported an improvement in profitability but a decline in sales.

The online retailer said it expects profits to be at the lower end of its guided range but sales have come in below expectations as it begins the last phase of its transformation.

Asos menswear design director James Lawrence 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 while keeping style effortless and modern.’