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ASOS unveils ‘bold’ new visual identity for Topshop and Topman brands

Topshop and Topman have launched a new visual identity, revealing how the brands will harness their heritage as cornerstones of British culture to contribute to ASOS’ future growth, marking a new chapter for the trailblazing fashion brands.

ASOS acquired the brands in February 2021, beginning a journey which saw Topshop and Topman evolve into digital-first businesses, aligning with ASOS’ ethos and values.

Topshop and Topman will now also retail in 106 Nordstrom stores in the US, becoming a central part of ASOS’ international growth strategy.

The new visual identity communicates the brands’ ‘confident and unapologetic attitude’, while also laying the foundations for future growth. It is inspired by signage from old Topshop and Topman stores and will appear as a new digital storefront on ASOS.com. There will also be a new monogram uniting the two heritage brands under one banner.

‘Reinvigorated’ collections will be launched, focusing on quality, design, fit and fabric, while – for the first time – inclusive sizing will be introduced through the Curve range, as well as investing in the Maternity, Tall and Petite collections.

Autumn/Winter 22 will also introduce a series of limited edition pieces, with key designs manufactured in the UK.

“Topshop and Topman are truly iconic British brands, and taking stewardship of such a beloved institution has been a privilege,” commented Nikki Tattersall, director of Topshop and Topman. “Over the last 18 months, we have done some incredible work, learning from the past and from each other to create something exciting and relevant for the future. We’re so proud to share our new vision with the world, but this is only the first step of the journey. There’s a lot more work to do and so many exciting ideas we want to explore.”

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