London, United Kingdom, 2017-Mar-06 — /EPR Retail News/ — ASOS, the global fashion destination for 20-somethings, has collaborated with US creative design studio Lot, Stock & Barrel on a capsule womenswear, menswear and unisex collection, set to launch this April.
The ASOS design team discovered Lot, Stock & Barrel during a research trip to LA. Visiting the LS&B store, which sells curated vintage pieces and offers custom embroidery, the design team were impressed by their chain-stitch embroidery technique, fun slogans and patches, and felt there was a lot of synergy between the brand and ASOS design.
The in-store process is entirely done by hand using vintage chain-stitch embroidery machines ranging from the 40s, 50s and 60s. This process not only creates a classic look and feel but also allows Lot, Stock & Barrel the flexibility to create and embroider nearly any design on site.
ASOS worked collaboratively with the LS&B team to create a series of unique designs using inspiration from some of Lot, Stock & Barrel’s most popular phrases, designs and drawings. The ASOS team designed several key pieces that are decorated with both chain-stitch and traditional embroidery, patches and slogans in LS&B’s unique style and perspective, capturing the ethos of both brands.
The collection includes slogans embroidered onto swimsuits, denim and washed-out jersey pieces. Oversized stripe shirts, mesh dresses and accessories are patched and stitched with cherries, flying doughnuts and tattoo-inspired skulls and spiders.
ABOUT ASOS
ASOS is a global fashion destination for 20-somethings. We sell cutting-edge fashion and offer a wide variety of fashion-related content, making ASOS.com the hub of a thriving fashion community. We sell over 85,000 branded and own-brand products through localised mobile and web experiences, delivering from our fulfilment centres in the UK, US and Europe to almost every country in the world. We tailor the mix of own-label, global and local brands sold through each of our eight local language websites: UK, US, France, Germany, Spain, Italy, Australia and Russia. ASOS’s websites attracted 139 million visits during December 2016 (December 2015: 114 million) and as at 31 December 2016 it had 13.4 million active customers¹ (31 December 2015: 10.7 million), of which 4.9 million were located in the UK and 8.5 million were located in our international territories (31 December 2015: 4.2 million in the UK and 6.5 million internationally).
¹Defined as having shopped in the last twelve months
ABOUT LOT, STOCK & BARREL
About Lot, Stock & Barrel Lot, Stock & Barrel is a Los Angeles-based design studio and retail concept. They provide specialised creative services to the retail, marketing, fashion, apparel, entertainment and hospitality industries. Founded in 2013, Lot, Stock & Barrel stems from a passion for retail, marketing, apparel and design. The team has experience spanning apparel, consulting and design industries, offering a dynamic perspective on both design and business relationships. This background offers LS&B the ability to create a unique vision as well as seamlessly execute projects from concept to completion.
Contact: press@asos.com
Source: ASOS