‘Untitled’ innovative initiative by ASOS

‘Untitled’ is the innovative new menswear project initiated by online retailer asos.com. Developed from the idea that limited edition products captivate men, ‘Untitled’ invites experts in denim, vinyl, trainers, sunglasses and new designers, to collate, and then offer to asos.com, a series of rare, hard to find or limited edition products for sale. The project propels menswear forward on asos.com and highlights some of the current creativity in men’s fashion and lifestyle products.

Denim expert Neil Christopher was eager to offer his services to asos.com. As a denim addict, Christopher has traveled America sourcing denim for hip stores in New York and Japan. Having worked for denim giants Boxfresh, Carhartt, North Sails and Levi’s he now develops garments for radical denim brand Kato. For ‘Untitled’ Christopher has had Kato products designed especially for the collection and all offered signed, numbered and in small quantities.

Limited edition sunglasses always cause limited edition envy, so asos.com invited expert Fraser Laing to offer his vision for the project. Archiv, Laing’s company was set up in 1997 to sell exclusive vintage eyewear. As Laing explains, “Since then there have been two main rules in pursuit of that goal. One; always keep eyewear which is emblematic of Arckiv’s style, and two; never sell anything which isn’t well designed or well made.” For the ‘Untitled’ project Laing has selected contemporary limited edition styles along with vintage frames such as the 5317, which was worn by iconic jazz musician Herbie Hancock in1986.

‘Untitled’ innovative initiative by ASOS

Rare vinyl has become something of style status symbol and vinyl authority Jim Henderson threw his support behind the ‘Untitled’ idea. Owner of the world’s largest independent record store Amoeba, Henderson offers music lovers every kind of music from the top 40, to the best in underground rock, hip-hop, soul, electronic, new and classic jazz, from his stores in San Francisco and Hollywood. “As with our amoeba stores and amoeba.com,” explains Jim Henderson, “asos represents a local and global culture with style, drawing from, but not flaunting its expertise. This particular project is introducing its users to new concepts and ideas, bringing an awareness of others who strive for expertise in their fields.” Amoeba’s leading vinyl-buying expert, Rick Frystak, selected the records for the project, choosing rare vinyl albums from multiple eras, genres and styles.

London based fashion writer and author of ‘Modern Menswear’, Hywel Davies approached new international menswear designers, and commissioned them to design limited edition garments especially for the ‘Untitled’ project. Swedish Patrik Soderstam, a graduate from Central Saint Martins, who describes himself as a clothes maker and multi-talent, has designed 5 different limited edition graphic t-shirts which are both bold and dynamic. Berlin based Carola Euler offers a grey pleat front sweatshirt combining her utilitarian design approach for this project. Another Berlin designer, Frank Leder has handmade wool scarves and combined his obsession with historical Germany but applying vintage enamel badges. London based Jean-Pierre Braganza contrasts with expertly cut patterns that emphasise the human figure and offer unexpected detailing- he’s low crotch, slim leg black wool trousers with leather panel detail. Deryck Walker completes the group with his new take on the white shirt, utilising his intricate pattern cutting and attention to detail.

On-line trainer store Crooked Tongues have been selling hard to find trainers since 2000, and were enlisted to attract all trainer geeks. Highlights of their selection include the Adidas 35th Superstar, which was the culmination of the celebrations surrounding 35 years of the Shelltoe. As Charlie Morgan from Crooked Tongue explains “It’s an iconic design that’s timeless and needs little introduction, but as the final release of 35, only a tiny run was released to friends of Adidas. The materials and packaging are incredible, and while few pieces maintain their original appeal, these are still something of a benchmark in how you present a premium, rare release.”

‘Untitled’ innovative initiative by ASOS

Asos.com is going to radical measures to offer directional and exclusive products for their customers. The project confirms asos.com menswear as a trend setting and opinion-forming brand, offering exciting and cool products to their style savvy shoppers. The Untitled collections launch on 16th October, but act quickly, as product is, of course, strictly limited edition.

For further information, images and samples please contact:
Rob Davies 020 7756 1027 robd@asos.com
Abi Oke 020 7756 1023 abio@asos.com