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asos.com Enlists Experts To Create Limited Edition Products For Sale.
Added: (Wed Oct 01 2008)
Rare or hard-to-find denim, vinyl, trainers and sunglasses to form part of asos.com ’s innovative ‘Untitled’ initiative.
London:
‘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
hand-selected exclusive Kato pieces especially for the collection and
all are offered numbered and in small quantities.
Kato 5-pocket jeans: £240
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.
Vintage Carrera sunglasses: £95-£450
Rare vinyl has become something of a 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.
“Some Girls” vinyl by the Rolling Stones: £10
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 offers low crotch, slim leg black
wool trousers with leather panel detail for this project. Deryck Walker
completes the group with his new take on the white shirt, utilising his
intricate pattern cutting and attention to detail.
Patrik Soderstam t-shirt: £50
On-line trainer store Crooked Tongues has been selling hard-to-find
trainers since 2000, and was 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.”
Nike SB “What The Dunk” trainers £750
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.
About asos.com
asos.com
is the UK’s largest online fashion and beauty store, attracting over
one million visitors a week. With over 9,000 products available and 500
new lines added each week, asos.com is the online shopping destination.
Since launching in June 2000, asos.com has won numerous awards
including ‘Retail Week Online Retailer of the Year’ 2007 & 2008,
‘Cosmopolitan Retailer of the Year 2008’ and ‘In Style Best Online Shop
2008’.
For further information, images and samples please contact:
Rob Davies
asos.com
2nd floor, Greater London House
Hampstead Rd
London
NW1 7FD
020 7756 1027
press@asos.com
http://www.asos.com
Submitted by: Rob Davies Find out more.