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Here's the lowdown. While recycling clothing is nothing new, there's a bunch of game-changing new tech on the scene which works to shred used fabric so it can be woven into a new high-quality thread. This recycled cotton, which is actually even stronger than the first batch, is blended with CmiA cotton (Cotton made in Africa, an aid initiative that works to improve living conditions of cotton farmers across Africa). Available in light-wash and mid-wash blue, and in six classic tapered and slim-fit styles, the recycled jeans not only look fresh to death, but each pair saves enough water to make over 3,000 cups of coffee. Just don't drink them all at once.

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Here's the lowdown. While recycling clothing is nothing new, there's a bunch of game-changing new tech on the scene which works to shred used fabric so it can be woven into a new high-quality thread.

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PLT x Karl Kani Part 2 | Karl Kani Collection | PrettyLittleThing

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Karl Kani's signature 90's styles get a slick new refresh. From sportswear sets to must-have dresses with a fresh urban edge, shop the collection at PLT now.

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PRETTY LITTLE THING X KARL KANI PART 2 TRY ON HAUL

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In 1999, two ordinary British men had the bright idea of starting a fashion business which copied the trending styles and designs worn by popular celebrities. Nick Robertson and Quentin Griffiths didn't know at the time that their small idea would grow into something so huge as ASOS is today. The name ASOS is an acronym for 'As Seen On Screen', although many customers of the brand are unaware of this fact. Initially known as 'AsSeenOnScreen Limited', the company soon shortened the name to ASOS in less than a year.

By 2001, their website was officially www.asos.co.uk, and the AsSeenOnScreen name had well and truly gone. However, the reason behind the business was never forgotten, and Robertson and Griffiths still worked tirelessly to provide the elegant and stylish fashion items which had been seen on TV.

Around the same time, the business was admitted to the AIM (Alternative Investment Market) on the London Stock Exchange, meaning that shares could now be floated. This enabled ASOS to benefit from shareholders and investors, helping to add more products and clothing lines.

Not long after, ASOS expanded and began to sell products which weren't necessarily seen on the screen. This prompted the owners and managers to think more seriously about officially changing the registered name to ASOS Limited. In 2003, everybody agreed that ASOS was the name by which customers should recognise the company, and it was formally changed on the legal documents.

Over the years, ASOS began to grow outside of the United Kingdom, offering its products to customers in other countries around the world. By 2013, they were offering products in several departments, including menswear, womenswear, jewellery, accessories and even beauty products. Customers in the USA, France and Germany were able to order all their favourite items from the ASOS website by 2010. The year after, websites were launched for those living in Spain, Italy and Australia, and ASOS chose the Australian city of Sydney to open its first non-UK office. In 2013, they launched online stores for both Russia and China.

Since the company was growing to be such an international favourite in the fashion world, ASOS needed to open offices in the UK outside of London and the South West. Although the headquarters remained in Camden Town, London, a new office was established in Birmingham in 2013.

ASOS chose to further promote itself by sponsoring the McLaren Formula One team during the 2014 Formula One season. While people initially speculated that the sponsorship was only temporary, it lasted the entirety of the season that year.

The main warehouse for ASOS is situated in Barnsley, UK, and was expanded in 2014 to hold 20 million units. The same year, the first warehouse in Europe outside of the UK was opened, located in Berlin, Germany. Mobile shopping apps were also launched for France and Germany.

CoppaFeel, one of the UK's most popular breast cancer awareness charities, was proud to announce that ASOS had joined the campaign in 2015. Since the charity aims to see every bra sold in the UK include a reminder label for women, ASOS are helping to make this a reality by adding one to each of the bras sold through asos.com.

In 2015, ASOS decided to partner with the British Paralympic Association to help the athletes look their best during the ceremonies in the Rio 2016 Olympic Games. The company designed formal attire for many of the athletes for the September 2016 events and ceremonies.

Beginning as a small business venture, ASOS has taken the world by storm since launching in 2000. Providing high quality and fashionable clothing while also getting involved in charity work and campaigns - what more could you want from a business?

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The History of ASOS | Fashion Facts | The Fact Shop

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In 1999, two ordinary British men had the bright idea of starting a fashion business which copied the trending styles and designs worn by popular celebrities. Nick Robertson and Quentin Griffiths didn't know at the time that their small idea would grow into something so huge as ASOS is today.

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CACI's Acorn is a powerful consumer classification that segments the UK population. By analysing demographic data, social factors, population and consumer behaviour, it provides information and understanding of different types of people.

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We're expanding transparency and human rights progress across our supply chain and setting new diversity, equity and inclusion goals for our business.

1. BE TRANSPARENT: By 2030, we'll have led improvements in supply chain transparency and human rights within our supply chain and the wider industry.

2. BE DIVERSE: We'll drive diversity, equity and inclusion across every aspect of our business, with a focus on leadership representation and ensuring every ASOSer can be their authentic self at work.

Achieving these goals will make us a net zero emissions business that embraces more circular systems and uses 100% sustainable and recycled materials in our products and packaging. Our progress will be driven by a more diverse team with equity and inclusion at its heart, leading a business where transparency and human rights remain central to our approach.

To find out more about Fashion with Integrity and how we'll be achieving our goals, click the buttons below.

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We're expanding transparency and human rights progress across our supply chain and setting new diversity, equity and inclusion goals for our business. BE TRANSPARENT: By 2030, we'll have led improvements in supply chain transparency and human rights within our supply chain and the wider industry.

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There aren't many retailers that can claim a 32% sales increase right now. But ASOS did just that, in the four months to June this year and is expecting full year profits to be £79.4m.

Clearly, there are things you need to know about ASOS.

What is it about its strategy that means the OG of trend-led e-commerce still has room to grow, in an increasingly crowded marketplace?

Of course, there's not one simple thing the retailer is doing to make their millions. Sorry, that would be too easy. Instead there's a combination of factors balanced out to result in bottom line growth.

Let's go through them.

The ASOS Strategy

1. Trend is top priority

At the very centre of the ASOS masterplan is an undying commitment to trend. Nearly half (41%) of the current offering arrived in the last three months, and the site receives between 2,500 and 7,000 new products every week. Newness drives the business.

ASOS is meticulous on the timing of its trends too - the retailer doesn't drop singular styles into stock, it waits for full stories to be in stock and launches them in the one hit (hence the variance in new product releases each week). And the retailer is among the first in the industry to break those trends.

Take the color yellow, which is on its way to booting millennial pink off trend top-spot. ASOS began increasing its stock of the shade dramatically in May, introducing more than twice as many new products as in April 2016. The rest of the UK market still lags on this trend. Across the full market there was a rise in new arrivals in June, a month later than ASOS, but by only 32% compared to a year ago. We expect to see this ramp up in the following months, but ASOS are already in prime position to take the win.

This skill with timing not only feeds the retailer's content, but having a full range of merchandise for a trend story places them as an authority on trend within consumers' minds.

2. At any cost

Trend even takes a precedent over price. Data shows that ASOS isn't trying to be cheapest. In fact, its price architecture is very different from other trend-led youth retailers like Boohoo, H&M and Forever 21. Instead, ASOS opts to have stand-out product, at any cost (within reason).

On branded goods, ASOS frequently buy into a higher range of pricing than the brands stock on their own sites. That's the case with both New Look and Warehouse. ASOS wants the best, most unusual product.

One way it differentiates its assortment is by working directly with brands to produce product with its own consumer in mind. In fact, 5% of the branded offering is merchandised as being 'exclusive'. And prices on those exclusives skew higher than the rest of the assortment.

ASOS uses these exclusives to drive specific trends it's focusing on. For example, color: there's a greater emphasis on shades of pink and yellow in their exclusive selection than in their non-exclusive offering.

Exclusives are also used to reiterate ASOS's activewear difference - something the retailer has recently upped the ante on - featuring exclusives with Puma, Ellesse and Nike.

3. Despite that, there's a reliable core

Although trend is ASOS's golden child, the retailer still has a solid range of replenished core items. In fact, more than 8% of the current offering was first introduced more than a year ago.

That's more than at Forever 21, where product 12 months or older only accounts for 3% of the offering, or Topshop at 5%.

So what's in the core?

Own-brand blue and black denim for women and men.

Tommy Hilfiger tees and shirts for men

Birkenstocks, Nike and Converse footwear

Bras - strapless and styles which run in larger cup sizes

Simple own-brand shirts and blouses in white, navy and black

Lace occasionwear dresses

Items from ASOS Curve and Maternity lines

4. There's a distinct approach to discounting

ASOS has a strong stance on discounting, choosing to partition its reduced product off into an outlet section rather than saturate its main offering with too many price slashes. That way it's only the most ardent of sales shoppers who will discover the ASOS outlet section. The retailer even introduces new branded product directly into the outlet section.

Outside of outlet, discounting is mostly promotional, with key dates in June and December sales as well as driven by email discount codes. I n the last three months, 20 out of 40 email newsletters (women's) have mentioned sales. Given the strong emphasis on trend and the approach to discounting, ASOS may want to reassess this.

5. Menswear takes a back seat

It's well stocked, but menswear isn't a major driver of business for ASOS. There were more than three times the number of full price womenswear sell outs in the last month than men's. Menswear accounts for 38.5% of the entire offering but only 23.8% of full price sell outs.

ASOS is aware that its menswear customer shops differently to its womenswear customer. Because it knows the habits of the womenswear shopper innately - and has an aptitude for building tech to suit the way they shop - ASOS focus its innovation on women.

6. Smart brand mix

ASOS's real trump card is the scale of its own-brand assortment. With petite, tall, plus size and maternity lines, along with premium and reworked vintage, ASOS manages to greatly extend its consumer reach. A third of the assortment is own-brand, with the majority of own-brand falling under the ASOS main collection.

As the branded strategy has focused on unique product over price point, the private-label business gives ASOS the space to be price competitive. It also showcases the retailer's understanding of trend and timing.

Brands @ASOS focus on unique product over price but private-label allows ASOS to be price competitive tweet

Outside of own-brand, the bestselling brands at ASOS are New Look (which accounts for 1.6% of offering), River Island (1.5%) Nike (1.2%), Boohoo (0.7%), French Connection (0.8%), Ted Baker (0.4%). It would be a good idea for ASOS to extend their French Connection and Ted Baker assortment as they hit the higher price points.

These aren't the only tricks up ASOS's sleeves. We've not touched upon its successful wedding collection, looked at best-selling categories or discussed its fresh look at activewear. If that's the kind of data you'd like to check out, you should check out a demo of our software!

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Six things you need to know about the ASOS strategy - EDITED

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There aren't many retailers that can claim a 32% sales increase right now. But ASOS did just that, in the four months to June this year and is expecting full year profits to be £79.4m. Clearly, there are things you need to know about ASOS.

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Is John Lewis at the frontline of modern gender politics? It has never seemed so before, but judging by the reaction to the department store's announcement last week that its own-brand children's clothes will no longer be divided by gender, some people clearly see the retailer as radical. There will now be no separate sections in the stores, nor such binary labels on the clothes themselves; instead, the labels will read "girls and boys" or "boys and girls".

The conversation over whether clothing should be more gender-neutral does not just apply to childrenswear - over the past decade there has also been a marked rise in gender-neutral clothing for adults. Some high-end designers such as JW Anderson, Rick Owens and Rad Hourani have championed gender-neutral clothing, while a raft of smaller companies run by young designers, such as Rich Mnisi, are pushing the idea that men's and women's clothes should be obsolete categories. This approach has also filtered down to the high street - H&M and Zara have both created non-gendered ranges.

The British designer Katharine Hamnett has a long history of exploring non-gender-specific clothing, and her newly reissued collection features unisex shirts, sweatshirts and silk all-in-one suits. She says that, in the past, when women stepped on to more traditionally male sartorial territory - wearing military-inspired clothing, for instance - this "was about appropriating male power". Now, she says, a move towards equality means women "may be feeling more comfortable with themselves"; in other words, they may have the freedom to wear what they like. (It is still far less common for men to seek out traditionally female clothing.)

Chloe Crowe, brand manager for Bethnals, a London-based unisex denim brand, says that when they have run pop-up shops, men and women in couples have come in and bought jeans that they can share. The company was launched in 2014 by Melissa Clement, a former senior denim buyer for Topshop, who borrowed her partner's clothes a lot and wondered why men's and women's categories had to be different. The core styles of her brand - skinny, straight and relaxed - are cut the same for men and women. "It's just clever pattern cutting," says Crowe. "With denim, it can vary so much depending on your body shape. One woman is not going to [fit in] the same pair of jeans as another woman. I think it makes things a lot more simplistic, and it's about the style and design rather than your sex."

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Clothing by Gender Free World.

The growth of the brand follows more awareness and discussion around gender fluidity and what it means to reject the male/female binary. A study for the Fawcett Society last year found that 68% of young people believe gender is non-binary. "When Bethnals lauched, there wasn't a lot [about gender]," says Crowe. "More brands have released gender-neutral clothing. It has filtered its way to the mass market. There seems to be a huge demand for it."

"You don't look at food and say it's going to be eaten by a man or a woman, so why should it be any different for clothes?" says Tanmay Saxena, founder and designer of LaneFortyfive. The clothing Saxena designs is mostly bespoke tailoring, including shirts and waistcoats; about 60% of his customers are women. The clothes are the same styles for men and women, in the same fabrics, and while the shirts and smocks are cut the same, only the fit for trousers is slightly different.

He has been working on the label for about three years, but formally launched it last year. "I couldn't find clothes that suited my own style. The basic idea was I would make something that I can wear but at the same time, it has to be irrespective of gender. That idea was always in my head."

The shirt company GFW Clothing - GFW stands for Gender Free World - has three fits, designed to fit different bodies rather than the broad terms "men" or "women". Lisa Honan co-founded the brand online less than two years ago and opened a shop in Hove earlier this year.

Initially, she says, it was borne out of frustration at not being able to find shirts she liked. "I'd look in the men's aisle and see great patterns and short-sleeved shirts, and then you'd go to the women's aisle and they were blousy, they've got puffs or are lacy." The men's shirts, she says, didn't fit her "because I've got a woman's body. It got me thinking why is [there] a man's aisle and a woman's aisle, and why do you have to make that choice? You're not able to make many purchases without being forced to define your own gender."

Will we ever get to the point where we don't have men's and women's sections in shops? "I would love that," says Honan. "It's about expressing your style and being able to choose what you want without having to be told that, because of your sexual characteristics, you have to shop in a certain way."
Topics

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Joy of unisex: the rise of gender-neutral clothing

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Is John Lewis at the frontline of modern gender politics? It has never seemed so before, but judging by the reaction to the department store's announcement last week that its own-brand children's clothes will no longer be divided by gender, some people clearly see the retailer as radical.

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ASOS plc ( AY-soss) is a British online fast-fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe.

ASOS originally stood for AsSeenOnScreen with the tagline "Buy what you see on film and TV" because it exclusively sold imitations of clothing from those mediums (for example, Brad Pitt's red leather jacket from the 1999 film ).

ASOS's headquarters are in Camden Town, at Greater London House, with additional offices in Berlin and Birmingham. As of 2013, their main fulfilment centre is in Barnsley, South Yorkshire, where they employ 3,500 workers. The customer care department is based in Leavesden. The Danish company Bestseller A/S, owned by the business magnate Anders Holch Povlsen, is ASOS's largest stakeholder, with a 26% share.

The company is listed on the London Stock Exchange.

ASOS was established on 3 June 2000, by Nick Robertson, Andrew Regan, Quentin Griffiths, and Deborah Thorpe. In 2001, ASOS was admitted to the Alternative Investment Market (AIM) on the London Stock Exchange. In 2003, ASOS shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to ASOS plc and ASOS.com Limited. In 2004, the company reported a maiden profit, with sales almost doubling in its first half. In 2004, ASOS introduced their own label for women's clothing.

In 2005, the Buncefield Fuel Depot explosion led to the closure of the business for six weeks and £5m of stock was lost. In 2008, ASOS debuted kidswear on its site, however the branded market subsequently suffered declines at the expense of fast-growing own-label kidswear offers. In 2010, ASOS announced it would no longer offer kidswear, to concentrate on its core young adult fashion market.

In the final quarter of 2010, ASOS launched three international online shops in Germany, France and the US. In November 2010, ASOS launched its marketplace platform for boutiques, vintage collectors, individuals and designers to trade from virtual market stalls to customers globally.

In September 2011, ASOS launched three more sites in Australia, Italy and Spain. In 2012, ASOS opened its first international office in Sydney, Australia, followed by an office in New York. Later on, the company launched its first drama-game show series, called #DIGIDATING, starring AJ Odudu. It was billed as an Internet dating show with backstage drama.

In 2013, ASOS opened its first office outside the South East, in Birmingham. Later in 2013, ASOS recalled belts contaminated with radioactive cobalt-60. ASOS in Russia and China were launched in the same year. In 2014, a fire in the Barnsley warehouse prevented them from taking orders for almost three days. During the 2014 Formula One season, ASOS was a sponsor of the McLaren Formula One team. In 2015, ASOS had over 4,000 employees and was the UK's largest independent online and fashion beauty retailer.

In September 2016, an investigative report from BuzzFeed News alleged poor working conditions at ASOS's warehouse. However, company spokespersons contended that the isolated complaints reported in the BuzzFeed article were not reflective of the general working conditions there.

In April 2019, ASOS informed its clients through email that the company is looking into ways of changing its easy returns policy, after research showed customers were manipulating the easy return process. The company also admitted that the previous return policy was environmentally costly.

In April 2020, during the COVID-19 pandemic, ASOS was accused by some staff and workers unions of "playing Russian roulette with people's lives" by failing to adequately enforce preventative measures in their Grimethorpe, Barnsley site. It was claimed that warehouse staff could not safely operate whilst maintaining social distancing, that the staff felt unsafe and that ASOS's product was not actually essential, thus not meeting the UK Government's recommendation that only essential workplaces remain open. The company disputed these claims, claiming they had sufficiently changed their operation to comply, Barnsley Council also inspected the site and found that the company was complying.

In October 2020, ASOS Marketplace announced that it would not be charging commission rates on small business transactions to provide support through the COVID-19 pandemic for sellers.

In April 2021, ASOS has partnered with delivery company DPD of DPDgroup to allow shoppers the option to donate unwanted clothing to charity. In June 2021, ASOS launched a partnership with Lush Fresh Handmade Cosmetics.

In February 2021, it was announced that ASOS was to acquire the Topshop, Topman, Miss Selfridge, and HIIT brands from collapsed Philip Green's Arcadia Group. On 4 February, the three former Arcadia Group brands became wholly owned subsidiaries of ASOS, with 300 head-office staff members from Arcadia and Topshop/Topman Limited.

In November 2021, Ian Dyson, former Marks & Spencer finance director, became Chair.

Following the Russian invasion of Ukraine in 2022, ASOS suspended operations in Russia.

In January 2023 ASOS's share value UK dropped by 70% compared to the previous year, mainly due to online shopping and shipping of the products. Consumers were less likely to purchase items online due to delivery problems since Christmas.

In June 2023, it was reported that the Frasers Group had accumulated a stake of nearly 9% in ASOS.

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ASOS plc ( AY-soss ) is a British online fast-fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe.

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Industry Project ASOS - Gender Neutral or Unisex Clothing

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"When you nearly die, it gives you a new fire in your belly. Nothing will stop you and [setting up Scamp & Dude] helped me get better. I focused on that," explains Jo Tutchener-Sharp over a cup of English breakfast tea in a quiet corner of a cafe on Highgate High Street in north London.

The mother of two suffered a brain haemorrhage in October 2015 and underwent life-saving surgery the following January. From her hospital bed, she created one of the most talked-about childrenswear brands in recent years, and caught the attention of judges at the Drapers Independents Awards in 2018. Tutchener-Sharp is now setting her sights on growing her product categories and expanding outside the UK for the first time in 2019.

"Facing death changes everything," says Tutchener-Sharp. "I thought, 'Have I done enough good? Have I made a difference?'

Facing death changes everything

"I thought, 'If I make it through the surgery, the next thing I do is going to be about helping people.' That was the first glimmer of what was to come."

Tutchener-Sharp recovered well from her surgery, but she was in intensive care for 10 days afterwards and her sons, Sonny and Jude, were not allowed to visit her. The separation anxiety on both sides sparked the idea for the brand.

"I was lying there thinking, 'Oh my god, nothing is ever going to be the same. Will I ever get out of the hospital? Am I going to die? The boys were only one and three at the time," she recalls.

Help from heroes

Scamp & Dude is designed to give a sense of security and confidence to children and adults during difficult times, particularly when they are separated from each other. The unisex collection of T-shirts, sweatshirts, joggers and accessoriesfor children and adults feature uplifting bold prints, bright colours, a lightning bolt logo, and often its signature slogan, "A superhero has my back".

At the heart of the brand are its "superhero sleep buddies" - pillows shaped as a dinosaur or a bunny, complete with superhero masks. For every sleep buddy or scarf Scamp & Dude sells, it donates another to a sick child or parent, or a child whose parent is ill.The brand also regularly releases special collections and collaborations from which 100% of profits go to charity, including Solving Kid's Cancer, and others chosen by its collaborators.

"I remember thinking I would have loved to give [Sonny and Jude] a superhero to watch over them, so I came up with the 'superhero sleep buddy'. I thought I could donate one to a child who had lost a parent or to kids who are ill in hospital, because they might not get to see their parents every day," explains Tutchener-Sharp.

"I decided to do clothing as well and came up with the slogan 'a superhero has my back'. That way kids can have a superhero watching over them at school, nursery, wherever. It is to give them strength and courage."

Story time

Tutchener-Sharp registered the business in March 2016 - the name is a nod to Sonny and Jude - and the first collection launched online, and in London department store Liberty the following November.

Sarah Coonan, buying director at Liberty, says: "Within about three minutes and without seeing a single sample I knew we'd launch Scamp & Dude at Liberty. Jo's story and how she used such adversity to do something so worthwhile was really inspiring.

"I have two children, so I could appreciate the potential power of clothing and accessories imbued with superhero power. Story aside, the product was just so lovely. The quality is excellent, and Jo has a real talent for building a community around her brand."

I get quite close to a lot of our customers. They ask me for advice about illness as I have been through it

Manchester-based kidswear independent Our Kid started stocking Scamp & Dude's children's and adult lines in early 2017.

Co-owner Tess Grindle says it has become the retailer's bestselling brand: "The colours and prints are very fashionable, which means they have great hanger appeal.

"The story behind the brand is very important and means a lot to our customers. We're finding that shoppers are not investing as much in seasonal purchases, so Scamp & Dude is brilliant as the T-shirts and sweatshirts can be worn all year round. The shelf life is great, and we never have to put it into Sale, which protects our margin."

Amanda Rabor, founder of children's trade show Mini Mode, points out that a strong brand story is vital in the current trading climate: "There are so many kids' brands out there - competition is fierce. An interesting or unique story can help labels distinguish themselves from others and can be a really strong selling point."

Numbers game

The fashionability of the brand, coupled with its compelling story and charitable ethos, has attracted other high-profile stockists, such as Harrods and Selfridges. Meanwhile, collaborations with bloggers and celebrities have amassed a highly engaged and active Instagram following of 91,500 people.

Sales are on target to hit £1m in 2019 - a 200% jump year on year. Tutchener-Sharp will not give profit figures, but says the business was in the black after just three months of trading.

However, its rising popularity has brought some challenges. Scamp & Dude was forced to bring two high-profile copyright infringement claims against Next and Asda 's George last year in relation to its leopard print and lightning bolt logo, and brand slogan, respectively. Both retailers settled the claims with the brand.

I don't want the brand to be everywhere - I'm very selective

"I did all I could to protect myself. I registered my trademarks and my prints," says Tutchener-Sharp. "You think you are covered but you are not. I just don't know how they think it is OK.

"There needs to be more protection in place for brands. I would advise anyone who finds themselves in that position to stand up for themselves. The more they get away with it the more it will happen."
Super-expansion
As Scamp & Dude's star rises, Tutchener-Sharp, who previously founded her own PR company Beauty Seen PR in 2007, is planning to expand its product categories. The first range of dresses, and a 10-piece beachwear range for children and adults will launch in March. Wholesale prices will range from £12.50 for shorts and £35 for adult dresses for spring 19.

The brand is also teaming up with London-based members' club Soho House's spa chain Cowshed to launch a range of candles and "superpower sprays" for rooms this spring.

In August, Scamp & Dude will collaborate with footwear brand Superga on a range of adult and children's sneakers, which will be available online and to key wholesale accounts.

You have to be careful, on your top game, coming up with ideas and delivering

The brand has 14 wholesale stockists, accounting for 10% of sales.

"I've purposefully kept [wholesale] very tight," explains Tutchener-Sharp. "Otherwise it cannibalises your own website and that's where you make your margin. Also, I don't want the brand to be everywhere - I'm very selective."

The rest of the sales come from its website, and Scamp & Dude opened its first bricks-and-mortar shop on 1 December 2018, in London's Highgate. The 810 sq ft store got off to a strong start, but Tutchener-Sharp says she is taking a "wait and see" approach.

"It wasn't my plan to have a store," she laughs. "I needed an office space and [the shop in Highgate] had an office downstairs. It made sense to open the shop, so the sales could cover the rent. Trade in December was unbelievable - we had people coming from all over London to visit us. Let's see how it goes."

Tutchener-Sharp says the biggest opportunity is international expansion, but she is in no rush: "I want to launch into other markets properly, taking the time to tell the story, to host talks and events. I need to do that for every market we launch into to make it work."

The US, Australia and Ireland are key target markets based on current online sales. Tutchener-Sharp intends to launch into one of those markets this year, most likely the US, following the same strategy she has applied in the UK - a strong website and social media presence, along with a handful of key wholesale accounts.

Clearly a driven and astute business woman, Tutchener-Sharp is careful not to expand the company too quickly. Her head office team consists of herself, six freelances who cover merchandising, personal assistant duties and customer service, and two members of store staff, one part time. Tutchener-Sharp designs the collections, which are manufactured in Portugal.

"I wanted to keep overheads low, but as we're growing, I'll take some staff in house this year. It is going really well but I'm always touching wood. Anything can change at any time. You have to be careful, on your top game, coming up with ideas and delivering. You can never take it for granted."

I want our brand to make people smile, feel good and feel protected, like they have been given superpowers to do anything

The humble founder says her success can be attributed to a strong relationship with customers through Instagram, and their emotional affiliation to the brand.

"I get quite close to a lot of our customers. They ask me for advice about illness, as I have been through it and they don't want to upset their friends and family.

"We are about giving kids courage and strength, and giving them a boost. All parents can relate to the thought of what I went through, so they support us. The fact that we are a purposeful brand that helps so many people means others want to be a part of that - it makes them feel good. That's why our customers have a bond with us and are fiercely loyal."

Tutchener-Sharp wants to build on the brand's momentum to become a household name in the UK and establish a presence around the globe.

"In five years' time I'd like everyone in the UK to know who we are and how we can help them, if they need us, and I'd like to be doing as well as we are in the UK globally. That would be the dream," she says.

"I want our brand to make people smile, feel good and feel protected, like they have been given superpowers to do anything."

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The death-defying founder of Scamp & Dude

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"When you nearly die, it gives you a new fire in your belly. Nothing will stop you and [setting up Scamp & Dude] helped me get better. I focused on that," explains Jo Tutchener-Sharp over a cup of English breakfast tea in a quiet corner of a cafe on Highgate High Street in north London.

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PrettyLittleThing X Karl Kani Part 2 | PrettyLittleThing

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The ultimate collaboration to refresh your new season style is back. Karl Kani's signature 90's inspired sportswear styles get a slick new refresh.

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PLT

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The gender-neutral collection launches on 14 January and will include branded oversized tops, velour loungewear co-ords, denim jackets and tiny cropped tops.

The collection was created to champion the "for all" philosophy and allow men to embrace the PrettyLittleThing culture.

Prices range from £15 for a T-shirt to £60 for a green puffer jacket.

The etailer's first collection with 1990s streetwear designer Kani launched in May 2018 and sold out in a week.

Kani launched his eponymous streetwear brand in 1989 in Los Angeles. The brand is currently available in 25 countries across Europe and has 13 stores in Japan.

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First Look: PrettyLittleThing launches unisex range

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The gender-neutral collection launches on 14 January and will include branded oversized tops, velour loungewear co-ords, denim jackets and tiny cropped tops. The collection was created to champion the "for all" philosophy and allow men to embrace the PrettyLittleThing culture. Prices range from £15 for a T-shirt to £60 for a green puffer jacket.

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Now on Zara.com: A Genderless Clothing Section

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Zara launches Ungendered, a section for non gender-specific clothing on its website.

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Kids fashion e-retailer AlexandAlexa is the leading online style destination for kids, sourcing children's brands from around the globe.

Their S/S 19 press launch saw an explosion of colour through footwear, accessories and apparel, even down to an imaginative balloon installation. Some of the highlights; a bold printed coat from Marni, pastel jacquard patterns from BillieBlush and an array of playful summer accessories. A rainbow wall-of-words included quotes such as 'let kids be kids', ' just be you' and 'you are the future' to set the all-inclusive mood of the launch.

We caught up with AlexandAlexa's Jenny Slungaard to talk all things #twinning, Instagram influencers and increasingly-important sustainability issues.
The S/S 19 press launch looks amazing - its so colourful and inspiring. Do you have any new brands or collaborations to keep an eye out for?
We are thrilled to be the European partner for OshKosh, who will be launching with us in February, as well as their partner company, US powerhouse Carter's. I LOVED my OshKosh dungarees when I was a kid and I'm so delighted to be stocking them, they are such a great brand, great quality that really withstand the rough and tumble of an active child. They fit so well with the AlexandAlexa brand DNA.

We've also got Australian brand Hoot Kid and footwear brands Novesta and Igor launching for S/S 19. All are really great brands with a clear brand identity and affordable price points.

In addition, we have developed our second exclusive style with gender neutral Ancient Greek Sandals.
What colors are you seeing emerging for the season?
There is lots of pink within "boys" clothing, with sportswear and casual jersey dominating in all shades of pink, from pale pastel and dusky pink through to coral and more vibrant pinks. Brands like Molo, Wynken and adidas Originals have done this really well, and it looks so fresh and fun.

Blue is also really strong in "girls" clothing with lots of bright blue and navy dresses, swimwear and partywear. Raspberry Plum have featured really beautiful teal and blue tulle dresses in their new collection.

Green, and particularly khaki, is very dominant this season, from highly printed pieces at Tao & Friends and Raspberry Republic to safari styles at IKKS, great for gender neutral dressing.
What are your thoughts on the 'twinning' and 'mini-me' movement? Do you see this continuing within kids wear or evolving?
The 'mini-me' trend has been there for quite some time with the likes of Dolce & Gabbana and Chloe launching mini versions of their main line pieces.

However, it's evolved via sportswear, with brands like Nike and adidas introducing tiny versions of their bestsellers; Stan Smiths, Nike Air Max, as well as tracksuits.

The 'mini-me' trend is definitely gathering pace, with brands like Gap, Levi's, Burberry and Gucci all offering mini versions of key looks from their adult collections, but these are often developed to make them age-appropriate for kids rather than highly stylised adult designs shrunk down.
How do you see social media and kids' influencers impacting AlexandAlexa as an online retailer? Do you current work with influencers or have any plans to collaborate with any in the future?
We regularly work with influencers, and it's a key part of our marketing strategy. Customers really want to see how items fit, and get inspired and excited about new collections, small brands or fun outfits, and our great partnerships with influencers are key to this. We always look to long-term partnerships with our influencers, and each project is unique to them. ,Many of them we've been working with for years, and they really do feel like good friends which is so special.
How do you feel about gender neutral and inclusive dressing? Which brands are really paving the way in this market?
Gender neutral and inclusive dressing is exactly what we are about, and something we feel so passionate about.

Labels are for clothes and not for children, and it's so important to let children be who they want to be. Our look books and in-house campaign imagery has always highlighted this, and it's how our customers shop with us. It's so great to see so many brands either including unisex designs within their collections, or going down a fully gender neutral route. Scandinavian brands like Mini Rodini and Bang Bang Copenhagen have really driven this, but we are seeing brands like Bobo Choses, Sproet & Sprout and The Animals Observatory developing the concept further, through product and imagery
Streetwear and sportswear has been key within kids wear for some time, how do you see brands moving this forward for the coming seasons?
Sportswear is a huge part of our business, with Nike and adidas really driving the market, but we have seen mainstream brands develop sportswear and streetwear driven lines, like Mini Rodini releasing their sport style retro tracksuits which flew out, and Stella McCartney Kids offering super cool sock boot trainers. This is definitely an area that is growing each season, driven by the dominance that streetwear is having within the adult fashion industry, but also because streetwear and sportswear is so practical for kids. In addition we are seeing great collaborations like the forthcoming Reebok x The Animals Observatory collaboration which I know our customers will love.
With sustainability becoming increasingly important for the whole of the fashion industry, how do you work with your brands and customers to tackle this issue?
Sustainability and ethical issues are a huge concern for us, and something we take very seriously. We were the first premium/luxury kids retailer to ban fur, mohair and angora from all our products, something other kidswear companies are still actively promoting despite attitudes really changing about the industry.

For us, sustainability is about the family chain. Just as we want to prepare our children for the future, we want to prepare the future for them. We are aware of all the challenges of consumption.

We care about wildlife and the planet, so instead of buying corporate gifts, we support The Wildhood Foundation, who are working to stop the poaching of rhinos and elephants mainly in Africa. We sponsor three anti-thief hunting dogs (these were rescue dogs, too) who work to prevent poaching and wildlife trade in the area around Kruger National Park, South Africa.

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AlexandAlexa create a 'no rules' approach to dressing for S/S 19

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Kids fashion e-retailer AlexandAlexa is the leading online style destination for kids, sourcing children's brands from around the globe. Their S/S 19 press launch saw an explosion of colour through footwear, accessories and apparel, even down to an imaginative balloon installation.

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Justin Bieber launches new unisex clothing line called Drew House

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Justin Bieber has officially launched a new unisex clothing line called Drew House.

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Labels have been taken off individual items, and designated sections have been brought together in store. Own-brand clothing now bears the labels "Girls & Boys" or "Boys and Girls".

John Lewis made the move in an attempt to combat gender stereotyping of young children. Caroline Bettis, head of childrenswear, commented: "We do not want to reinforce gender stereotypes within our John Lewis collections and instead want to provide greater choice, so that the parent or child can choose what they would like to wear."

The move, which includes all clothing except school uniforms, comes after several retailers, among them Gap and Clarks, have been criticised for running childrenswear campaigns that appeared to follow gender stereotypes.

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Labels have been taken off individual items, and designated sections have been brought together in store. Own-brand clothing now bears the labels "Girls & Boys" or "Boys and Girls". John Lewis made the move in an attempt to combat gender stereotyping of young children.

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Last week Urban Decay announced gender fluid model Ruby Rose as its new ambassador, and now Zara has launched the "Ungendered" line.

The Spanish giant, owned by Inditex, joins the gender blending movement by releasing a 16-piece collection of unisex items including jeans, shorts, sweatshirts, shirts and jumpers - all in neutral colours (black, white, grey). The range is modelled by men and women and isn't labelled by gender, proving the practicality of unisex fashion.

With retailers like Selfridges, which last year launched its Agender space, the line between male and female codes is clearly becoming increasingly blurred in the industry.

Now we see models of both genders strutting the catwalk and menswear shows feature skirts, dresses and tunics. Transgender models continue to front designer names and fashion campaigns are becoming more androgynous, too, with the example of Jaden Smith appearing in Louis Vuitton's latest womenswear ad.

Gender blending is not a trend, but a larger movement towards unisex fashion, and it isn't a new thing either. Think of Tilda Swinton and David Bowie - they were the example of how fascinating is somebody who is not bound by the expectations of their sex.

With prices ranging between £9.99 and £29.99, the gender-neutral range is now available in stores and online under the shop's diffusion label, TRF.

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Zara joins the gender fluid movement with new unisex range

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Last week Urban Decay announced gender fluid model Ruby Rose as its new ambassador, and now Zara has launched the "Ungendered" line. The Spanish giant, owned by Inditex, joins the gender blending movement by releasing a 16-piece collection of unisex items including jeans, shorts, sweatshirts, shirts and jumpers - all in neutral colours (black, white, grey).

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Unisex Clothing - Childrenswear and Adults

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Unisex Clothing - Childrenswear and Adults

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"When you nearly die, it gives you a new fire in your belly. Nothing will stop you and [setting up Scamp & Dude] helped me get better. I focused on that," explains Jo Tutchener-Sharp over a cup of English breakfast tea in a quiet corner of a cafe on Highgate High Street in north London.

The mother of two suffered a brain haemorrhage in October 2015 and underwent life-saving surgery the following January. From her hospital bed, she created one of the most talked-about childrenswear brands in recent years, and caught the attention of judges at the Drapers Independents Awards in 2018. Tutchener-Sharp is now setting her sights on growing her product categories and expanding outside the UK for the first time in 2019.

"Facing death changes everything," says Tutchener-Sharp. "I thought, 'Have I done enough good? Have I made a difference?'

Facing death changes everything

"I thought, 'If I make it through the surgery, the next thing I do is going to be about helping people.' That was the first glimmer of what was to come."

Tutchener-Sharp recovered well from her surgery, but she was in intensive care for 10 days afterwards and her sons, Sonny and Jude, were not allowed to visit her. The separation anxiety on both sides sparked the idea for the brand.

"I was lying there thinking, 'Oh my god, nothing is ever going to be the same. Will I ever get out of the hospital? Am I going to die? The boys were only one and three at the time," she recalls.

Help from heroes

Scamp & Dude is designed to give a sense of security and confidence to children and adults during difficult times, particularly when they are separated from each other. The unisex collection of T-shirts, sweatshirts, joggers and accessoriesfor children and adults feature uplifting bold prints, bright colours, a lightning bolt logo, and often its signature slogan, "A superhero has my back".

At the heart of the brand are its "superhero sleep buddies" - pillows shaped as a dinosaur or a bunny, complete with superhero masks. For every sleep buddy or scarf Scamp & Dude sells, it donates another to a sick child or parent, or a child whose parent is ill.The brand also regularly releases special collections and collaborations from which 100% of profits go to charity, including Solving Kid's Cancer, and others chosen by its collaborators.

"I remember thinking I would have loved to give [Sonny and Jude] a superhero to watch over them, so I came up with the 'superhero sleep buddy'. I thought I could donate one to a child who had lost a parent or to kids who are ill in hospital, because they might not get to see their parents every day," explains Tutchener-Sharp.

"I decided to do clothing as well and came up with the slogan 'a superhero has my back'. That way kids can have a superhero watching over them at school, nursery, wherever. It is to give them strength and courage."

Story time

Tutchener-Sharp registered the business in March 2016 - the name is a nod to Sonny and Jude - and the first collection launched online, and in London department store Liberty the following November.

Sarah Coonan, buying director at Liberty, says: "Within about three minutes and without seeing a single sample I knew we'd launch Scamp & Dude at Liberty. Jo's story and how she used such adversity to do something so worthwhile was really inspiring.

"I have two children, so I could appreciate the potential power of clothing and accessories imbued with superhero power. Story aside, the product was just so lovely. The quality is excellent, and Jo has a real talent for building a community around her brand."

I get quite close to a lot of our customers. They ask me for advice about illness as I have been through it

Manchester-based kidswear independent Our Kid started stocking Scamp & Dude's children's and adult lines in early 2017.

Co-owner Tess Grindle says it has become the retailer's bestselling brand: "The colours and prints are very fashionable, which means they have great hanger appeal.

"The story behind the brand is very important and means a lot to our customers. We're finding that shoppers are not investing as much in seasonal purchases, so Scamp & Dude is brilliant as the T-shirts and sweatshirts can be worn all year round. The shelf life is great, and we never have to put it into Sale, which protects our margin."

Amanda Rabor, founder of children's trade show Mini Mode, points out that a strong brand story is vital in the current trading climate: "There are so many kids' brands out there - competition is fierce. An interesting or unique story can help labels distinguish themselves from others and can be a really strong selling point."

Numbers game

The fashionability of the brand, coupled with its compelling story and charitable ethos, has attracted other high-profile stockists, such as Harrods and Selfridges. Meanwhile, collaborations with bloggers and celebrities have amassed a highly engaged and active Instagram following of 91,500 people.

Sales are on target to hit £1m in 2019 - a 200% jump year on year. Tutchener-Sharp will not give profit figures, but says the business was in the black after just three months of trading.

However, its rising popularity has brought some challenges. Scamp & Dude was forced to bring two high-profile copyright infringement claims against Next and Asda 's George last year in relation to its leopard print and lightning bolt logo, and brand slogan, respectively. Both retailers settled the claims with the brand.

I don't want the brand to be everywhere - I'm very selective

"I did all I could to protect myself. I registered my trademarks and my prints," says Tutchener-Sharp. "You think you are covered but you are not. I just don't know how they think it is OK.

"There needs to be more protection in place for brands. I would advise anyone who finds themselves in that position to stand up for themselves. The more they get away with it the more it will happen."
Super-expansion
As Scamp & Dude's star rises, Tutchener-Sharp, who previously founded her own PR company Beauty Seen PR in 2007, is planning to expand its product categories. The first range of dresses, and a 10-piece beachwear range for children and adults will launch in March. Wholesale prices will range from £12.50 for shorts and £35 for adult dresses for spring 19.

The brand is also teaming up with London-based members' club Soho House's spa chain Cowshed to launch a range of candles and "superpower sprays" for rooms this spring.

In August, Scamp & Dude will collaborate with footwear brand Superga on a range of adult and children's sneakers, which will be available online and to key wholesale accounts.

You have to be careful, on your top game, coming up with ideas and delivering

The brand has 14 wholesale stockists, accounting for 10% of sales.

"I've purposefully kept [wholesale] very tight," explains Tutchener-Sharp. "Otherwise it cannibalises your own website and that's where you make your margin. Also, I don't want the brand to be everywhere - I'm very selective."

The rest of the sales come from its website, and Scamp & Dude opened its first bricks-and-mortar shop on 1 December 2018, in London's Highgate. The 810 sq ft store got off to a strong start, but Tutchener-Sharp says she is taking a "wait and see" approach.

"It wasn't my plan to have a store," she laughs. "I needed an office space and [the shop in Highgate] had an office downstairs. It made sense to open the shop, so the sales could cover the rent. Trade in December was unbelievable - we had people coming from all over London to visit us. Let's see how it goes."

Tutchener-Sharp says the biggest opportunity is international expansion, but she is in no rush: "I want to launch into other markets properly, taking the time to tell the story, to host talks and events. I need to do that for every market we launch into to make it work."

The US, Australia and Ireland are key target markets based on current online sales. Tutchener-Sharp intends to launch into one of those markets this year, most likely the US, following the same strategy she has applied in the UK - a strong website and social media presence, along with a handful of key wholesale accounts.

Clearly a driven and astute business woman, Tutchener-Sharp is careful not to expand the company too quickly. Her head office team consists of herself, six freelances who cover merchandising, personal assistant duties and customer service, and two members of store staff, one part time. Tutchener-Sharp designs the collections, which are manufactured in Portugal.

"I wanted to keep overheads low, but as we're growing, I'll take some staff in house this year. It is going really well but I'm always touching wood. Anything can change at any time. You have to be careful, on your top game, coming up with ideas and delivering. You can never take it for granted."

I want our brand to make people smile, feel good and feel protected, like they have been given superpowers to do anything

The humble founder says her success can be attributed to a strong relationship with customers through Instagram, and their emotional affiliation to the brand.

"I get quite close to a lot of our customers. They ask me for advice about illness, as I have been through it and they don't want to upset their friends and family.

"We are about giving kids courage and strength, and giving them a boost. All parents can relate to the thought of what I went through, so they support us. The fact that we are a purposeful brand that helps so many people means others want to be a part of that - it makes them feel good. That's why our customers have a bond with us and are fiercely loyal."

Tutchener-Sharp wants to build on the brand's momentum to become a household name in the UK and establish a presence around the globe.

"In five years' time I'd like everyone in the UK to know who we are and how we can help them, if they need us, and I'd like to be doing as well as we are in the UK globally. That would be the dream," she says.

"I want our brand to make people smile, feel good and feel protected, like they have been given superpowers to do anything."

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The death-defying founder of Scamp & Dude

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"When you nearly die, it gives you a new fire in your belly. Nothing will stop you and [setting up Scamp & Dude] helped me get better. I focused on that," explains Jo Tutchener-Sharp over a cup of English breakfast tea in a quiet corner of a cafe on Highgate High Street in north London.