ASOS Unveils its Spring/Summer 2009 Menswear Collection

For S/S 09, the ASOS menswear design team has been looking towards the two strongest over-riding influences of the moment – PREPPY and PSYCHEDELIA. End Quote

This story embodies youth culture with techno hippy festival influences

(1888PressRelease) December 13, 2008 - London, United Kingdom: The online fashion store, ASOS.com, today revealed its menswear collection for spring and summer of 2009 at a central London location to UK and international media.

Ian Bryder, Head of Menswear Design, asos.com, comments, “For our Preppy trend – which we’ve christened ‘Preppy Tec’ – we’re presenting a sharp, contemporary take on the classic American Ivy League look but with a softer, more colourful palette, influenced by the Italian Paninaro scooter gangs that influenced terrace fashions of the 80’s and 90’s.

“Classic men’s casualwear pieces from button-down shirts and chinos to sweatshirts and nylon technical jackets are given modern makeovers to create a highly wearable, yet very on-trend look.

“The current psychedelic influence of bands such as festival favourites MGMT, shows itself in our other trend - which we’re calling ‘Psych Out’. Hippy-era cultural references and ethnic accessories from full-moon party holidays clash with the more streetwise west coast surf dropout style of our other favourite band of the moment, Iglu and Hartley.”

Festival season essentials and summer holiday favourites such as denim shorts, printed vests, hoodies and cargos are updated into patchwork-checked fabrics and dip-dyed finishes for that ‘hanging out in Venice Beach’ look with full-on tie-dyed pieces for the most brave out there.

Collegiate takes a new direction, fusing the classic all-American preppy look with urban sportswear influences to create a sharper, more contemporary feel. 'Ivy League' shirts and college sweats are updated with fresh re-worked and de-constructed graphics whilst styling them with technical jackets, slim chinos and formal shorts, offering a modern twist to a classic look.

Fusing casual and formal elements, this collection draws inspiration from an eclectic mix of influences from the soul boys of the Style Council era to 'Paninaro' subculture references. The dominant candy-bright palette is updated with a sleek background set against grey sportswear and neutral chino-style trousers.

Key pieces include lightweight nylon hooded jackets, flat fronted formal shorts and button-down shirts. Accessories are paramount to this look with Wayfarer style sunglasses, Italian tassle loafers and the raffia trilby, all working together to create this silhouette.

A fusion of social influences, Psych Out combines 1980's California surf culture with the techno hippy festival scene to create a bold new way of dressing. Not for the faint-hearted, this trend offers escapism in the form of psychedelia, tie-dye, dip-dye and vintage bold brights.

This story embodies youth culture with techno hippy festival influences. Shorts are key to this trend and are offered in patchwork, bold coloured checks and loud printed beach and board styles. The palette is softened with the introduction of washed brights adding a mature and vintage feel to this statement trend. Cut and sew detailing adds interest to jersey and outerwear pieces alike.

Top-to-toe accessories are fundamental to the overall look; colour block and printed plimsoles, ethnic style headbands and bandanas work together with embroidered and leather bracelets and belts to complete the look.

About asos.com
Launched in 2000, asos.com is firmly established as the UK’s leading online fashion store. asos.com offers an extensive range of own-brand women’s and men’s fashion, designer labels, lifestyle accessories and cult beauty brands. asos.com is the second most visited on-line clothing store in the UK attracting over one million visitors per week, and has received numerous awards such as Drapers E-tailer of the Year 2006, Retail Week Online Retailer of the Year 2007, and Business XL Company of the Year 2007, to name a few. http://www.asos.com

For more information, images and samples, please contact:
Rob Davies
asos.com
Greater London House
Hampstead Road
London
NW1 7FD

020 7756 1027
press ( @ ) asos dot com
http://www.asos.com

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