ASOS Menswear Goes Minimal With ASOS WHITE

ASOS Menswear Goes Minimal With ASOS WHITE

VMAN chatted with designer James Lawrence on his inaugural WHITE menswear collection.

VMAN chatted with designer James Lawrence on his inaugural WHITE menswear collection.

Text: Brandon Tan

ASOS is the online purveyor of clothing whose identity is synonymous with the definitions of global, accessible, and current. With the launch of their WHITE collection 7 years ago, ASOS redefined the previous terms to an even more elevated, inclusive and timeless focus establishing the brand as forward thinking and progressive. Today, the WHITE collection has finally been released for mena much anticipated inauguration.

The launch of ASOS WHITE menswear demonstrates an interesting development within the online fashion landscape; one that many have been hesitant to embrace up until now, as they finally reap the benefits of a boom within the category of men’s lifestyle. Sprouting from the hype culture of street style, the boys’ sartorial interests have seeped into other areas like tailored garments and minimal aesthetics. Now, ahead of the curve, ASOS WHITE is catering to the market of garçons looking for investment pieces at approachable price points. In other words, the smarty pants looking for stylish pants that won’t burn a hole through their own pockets.

In an exclusive chat with VMAN, Head of Menswear Design at ASOS, James Lawrence, describes the ASOS WHITE customer as someone who is understated, considerate of what he wears, but not necessarily trying too hard. Lawrence goes on to explain that, “ASOS WHITE is really just filling a gap that’s in menswear at the moment, where it’s really lovely basics, complementing what you’re already wearing with clothes that you want to wear over and over again, because they’ll still be on trend and relevant. There’s a timelessness about it, and that’s the idea really. There’s more durability there, and a transitional element.”

It’s true that with each turn into a new season, we find ourselves looking for the perfect transitional pieces. For example, a coat that will 1. Give a brutal snowfall a run for its money, 2. Compliment our existing wardrobe to make walking out the door just a little bit easier, and 3. Be appropriate to wear to work, a Tinder date, and the bodega all on the same day and in that order. It seems this new line by ASOS WHITE has come to provide exactly thatlifestyle fashion.

Important, too, to this DNA is “versatility,” which Lawrence mentions as an objective for the line. He says, “It’s sort of cliché, but we strive for that Scandinavian, minimalist, sort of aesthetic. It’s understated, it’s subtle, but there’s something for every occasioncasual pieces, tailored trousers, an amazing suit, something for everything. It’s about making sure that we have all of those pieces so that they can mix and match it, and still give it their own individual style really.”

Taking an exclusive first preview of the collection, VMAN can testify to its adaptable, minimal design and elevated details. Click through our images to see for yourself.



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