An outdoor-inspired Americana story comprising heavy intarsia knits,woollen coats with toggle fastenings, bobble hats and lumberjack shirts jostles with a beatnik-meets-1950s-collegiate-inspired story, featuring crombie coats, bowler hats and varsity jacket styles.
A rock ‘n’ roll, rebellious twist comes via watermark-print T-shirts, multi-print check shirts and skinny jeans. Outerwear is key, with checked gilets and windcheaters standing out.
Formalwear features directional tailoring cut close to the body with single-button jackets nipped in at the waist and straight-leg trousers. Asos plays with texture and contrast and shows chinos teamed with tweed blazers, and formal trousers with ditsy floral-print shirts.
- Black and white varsity jacket
- Intarsia knits
- Slimline jogging bottoms
Right for the market?
Yes. The Asos own-brand customer is fashion-forward and likes to stand out without being too eccentric. The autumn 10 collection nails this mood with a mix of contemporary trends and safer items such as skinny jeans and the ever-faithful checked shirt.
The range could be more ambitious, but a play-it-safe attitude across the menswear market for autumn 10 means there is a lack of newness from which to interpret trends. Asos balances this with a more ambitious, trend-led branded offer, which complements the more commercial own-label range and offers varying prices.