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Asos Menswear

Autumn 11

The look

The standout own label story here is the modern military range which delivers a considered and cleverly evolved take on the ubiquitous military trend. A palette of sage and khaki dominates as does a fabric story of soft-handle jersey, wools and sacking.

Contrast panelling is key, with check panels on khaki shirts and knitted Argyle panels on sweat fabric jumpers. Asos also backs a bright and youthful adventurer story comprising brightly coloured cagoules, intarsia knits and hiking details on footwear. Long-line silhouettes are key as knitwear and shirting skim the tops of thighs.

Key pieces

  • Drop-crotch black jersey trousers
  • Long-line knitted jumper
  • Bright mountaineering hybrid cagoule
  • Tweed jacket with elbow patches

Right for the market?

The Asos menswear shopper is aged between 18 and 34, and this collection serves that age group well. The modern military story feels fresh and it is pleasing to see a retailer being adventurous when it comes to the interpretation of such a widely sold product theme. The mountaineering-led offer will be for the bolder consumer as the colour palette here is pretty extreme.

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