Who we are.
We believe in a world where you have total freedom to be you, without judgment. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they’re capable of – no matter who they are, where they’re from, or what looks they like to boss. We exist to give you the confidence to be whoever you want to be.
Fashion democracy - Choice for all
Our audience (AKA you) is wonderfully unique. And we do everything we can to help you find your fit, offering our #ASOS Brands in more than 30 sizes – and we're committed to providing all sizes at the same price – so you can be confident we’ve got the perfect thing for you. We’re also proud to partner with GLAAD, one of the biggest voices in LGBTQ activism, on a gender-neutral collection to unite in accelerating acceptance.
It’s super-important for us to promote a healthy body image – we’re not about conforming to any stereotypes – so we work with more than 200 models to represent our audience. And we’re not in the business of digitally altering their appearance either… there’s no reshaping or removing stretch marks here. Our models are part of the ASOS family and we support them by following a Model Welfare Policy.
We’re more than honored to be an official partner of the British Paralympic Association, providing the ParalympicsGB team with their formal and ceremonies outfits. Creating a bespoke collection that meets the athletes’ needs, as well as making them look and feel great, is a privilege and has improved our learning about designing adaptive clothing for a range of needs. We can’t wait to continue our work together for the 2020 Tokyo Paralympic Games.
ASOS SupportS talent - Creative futures
We’re all about helping young talent – from cool new models to inspiring new voices, and it extends to more than just the world of fashion. We nurture creative peeps from all industries, so they can achieve brilliant things. Photographers, chefs, musicians… you name it, we find amazing people from around the world and help them to pursue their passion projects.
Our annual competition searches for entrepreneurial young brands of the future. Two winners receive £50,000 of investment and mentoring from our experts and, drum roll please, we sell the winning collections on ASOS for two seasons. Check out last year’s innovative winners, HANGER and Elissa Poppy – they're selling out fast.
You know that satisfying feeling when you stumble across an incredible vintage #boutique, or uncover an amazing independent brand, before everyone else? Yeah, we love that too. That’s why we created ASOS Marketplace in 2010. The team seeks out the best fashion start-ups and it’s now home to more than 700 boutiques – so you can shop one-of-a-kind finds all the time.