New York, 1 July 2025 - Hot off the heels of its first-ever U.S. pop-up in New York City’s SoHo, global fashion destination ASOS is continuing the momentum stateside with an exclusive, limited-time ASOS shoppable suite at Montauk’s legendary The Surf Lodge.

In partnership with NYLON, ASOS joins as the exclusive fashion sponsor of NYLON’s five-night Residency at The Surf Lodge over the Fourth of July. Running from July 2–6, guests will step into the ASOS Style Suite, a destination showcasing iconic summer looks curated for every vibe, featuring pieces from ASOS-owned and partner brands including ASOS DESIGN, Topshop, ARRANGE, Aria Cove, South Beach, and more.

Visitors will also be able to take home a piece of the party with a limited-edition co-branded Surf Lodge x ASOS x NYLON hoodie, available exclusively at the event. The U.S. activations are part of ASOS’ Summer, Styled by ASOS campaign, which launched in London with an immersive experience at the Outernet in Tottenham Court Road. Together, these global events represent a cohesive yet locally tailored rollout, delivering summer’s most-wanted styles to fashion lovers on both sides of the Atlantic.

The Hamptons outpost builds on ASOS’ growing momentum in the U.S., a key market for the brand. From its standout SoHo pop-up to this high-energy Fourth of July weekend takeover, ASOS continues to connect with customers through bold, inclusive, trend-forward physical experiences that bring the brand’s digital-first DNA to life.

“Our New York pop-up proved just how eager our U.S. customers are to engage with ASOS in real life,” said Sean Trend, Managing Director UK and US at ASOS. “The Surf Lodge activation is the next evolution, blending fashion, culture, and celebration at the heart of America’s most iconic summer style playground.”

About ASOS

Founded in 2000, ASOS has 18m active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands including ASOS DESIGN, ASOS EDITION, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.