Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Asos: menswear

Autumn 10

The look

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.

Key pieces

  • 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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.