Established in June 2000, ASOS is the United Kingdom’s largest independent online fashion and beauty retailer and is quickly becoming the market leader in the online fashion world. The website carries over 800 branded labels to include See by Chloe, Surface to Air, Dagmar and Penfield—all new for AW10.Its own ASOS label is best celebrated for its fashion credibility and price points. For autumn/winter 2010, ASOS reveals a menswear collection consolidating masculine dressing with two very different trends.
Nomad and Rebel traverse the boundaries between 50s styling and the great outdoors, whilst Smart takes traditional tailoring and adds homespun charm through a mixture of fabrications and textures. Welcome to the new season…
Nomad treads a grungier, outdoor path. Knitwear is the key to this trend and includes bold cable knits, Navajo intarsia, and jacquard. Chinos are revitalized in both twill and in brighter colors over-dyed. Outerwear has an outdoors feel including a short parka and heavier jackets.
The palette is brighter and bolder. Chinos appear in wine and royal blue, whilst graphics add to the effect. This is underscored by a neutral base of cream, beige and grey, all designed to be mixed up and worn together.
Underscoring the two trends is a new take on tailoring. Smart mixes traditional tailoring into the modern wardrobe and includes different fabrications which are made to be worn alongside everyday items such as denim. The blazer is key, be it in check or herringbone, and outerwear is extended with new features, including double breasted styles, shawl collars, and Check Crombie coats.
Rebel plunders youth cults and veers into 50s territory, mixing collegiate styling with the UK indie underground. The skinny jean remains ubiquitous but wardrobe staples, such as the biker jacket, now come in grey check.
The shirt is key, but studded collars and plackets nod to rock and roll influences. With this collection detail is key and, at times, unexpected.
The palette is dark and subdued. Navy, black, charcoal, and ecru form the foundation but flashes of color emerge through accessories. Even animal print used on shirts and knitwear appears in shades of grey.
Accessories complement the trends. Nomad encourages Navajo decoration and styling on deck shoes and scarves, whilst Rebel sees tartan and check emerge on hats and knitted scarves.
See the look book here.
Photo autumn/winter 2010 collection, Copyright ASOS.
