ASOS: A Global Force in Fashion for the Bold and Body-Positive

Founded in June 2000 in London, ASOS—originally an acronym for As Seen On Screen—began as a fashion destination offering outfits inspired by the styles of celebrities and film icons. The name reflected its early mission: to bring screen-worthy looks to everyday shoppers. Fast-forward two decades, and ASOS has transformed into one of the world’s leading online fashion and beauty retailers, catering to twenty-somethings who live and breathe fashion, individuality, and self-expression.

ASOS now stocks over 850 popular brands alongside a portfolio of powerful in-house labels such as ASOS DESIGN, ASOS EDITION, ASOS 4505 (activewear), and COLLUSION—a brand created in partnership with Gen Z creatives. In 2021, ASOS expanded even further by acquiring the rights to iconic British high street brands including Topshop, Topman, Miss Selfridge, and HIIT, repositioning itself as a home for fashion heritage and emerging trends under one digital roof. With more than 30 online storefronts tailored to markets across the globe, ASOS serves millions of customers in over 200 countries.

But ASOS isn’t just a marketplace for clothes—it’s a platform for personal style and progressive values. The brand is committed to diversity and inclusivity, offering fashion in over 30 sizes without price discrimination. It proudly promotes body positivity by working with over 200 models from different backgrounds, body types, and abilities—without airbrushing or retouching their appearances. Through its inclusive campaigns, ASOS ensures that everyone sees themselves represented on its platform.

Sustainability and ethical responsibility are also at the core of ASOS’s corporate mission. Through its "Fashion with Integrity" program, the brand has committed to becoming net zero by 2030, with clear milestones around sustainable sourcing, circular fashion, and reducing environmental impact. ASOS is part of the Better Cotton Initiative, has eliminated animal testing from its beauty segment, and continually evolves to reflect changing environmental standards and consumer values.

Despite the competitive retail landscape, ASOS has remained agile. In 2024 and early 2025, the company announced strategic restructuring plans aimed at improving its long-term profitability and focus. These moves included consolidating commercial and customer functions, refining its brand operations, and reducing surplus stock to become a leaner, more responsive fashion powerhouse. By empowering independent brand identities—like Topshop and Topman—to operate with their own creative and commercial strategies under the ASOS umbrella, the company aims to boost engagement and retail performance.

Today, ASOS stands as more than just an e-commerce retailer. It’s a cultural beacon for youth-led fashion, self-confidence, and digital-first experiences. Whether it’s streetwear, sustainable staples, or gender-fluid styles, ASOS continues to lead with innovation, accessibility, and global influence—empowering every customer to “discover fashion online” in their own unique way.