ASOS

ASOS was founded in London in 2000 by Nick Robertson and Quentin Griffiths. Its original name, As Seen on Screen, described a retail idea built around products associated with film, television, and celebrity culture. The business developed into an online fashion destination, combining its own clothing labels with collections from other brands.

That distinction matters to its menswear identity. ASOS is both a retailer and a producer of clothing, with ASOS Design forming a central part of its own-label offer. The collection responds to changing proportions and ways of dressing, putting tailoring alongside casual pieces at high-street prices. A suit for an occasion and jeans for daily use belong to the same broad wardrobe.

The online setting shaped how those clothes were presented. Outfit photography and styling edits made the website a place to see garments in combination, giving product pages a role beyond listing specifications. ASOS’s relationship with popular culture continued through its fashion content, connecting shopping to the images and personalities that influence what people wear.

The company expanded internationally while retaining London as its base. Its own labels give it a point of view within a much larger selection of fashion. For menswear, that means a changing interpretation of contemporary style, with different fits and price points making experimentation part of the appeal.