Image: Daryl Wilkes, Director of Customer Care, ASOS and Dr Daniel Guinness, Managing Director at Beyond Equality following an internal ASOS event in March

LONDON, 8^th May 2025: ASOS, the global fashion destination, today announces a new partnership with Beyond Equality, the charity engaging young men in the UK to work towards positive masculinities, gender justice, prevent gender-based violence, and create a safer and more equitable society.

The collaboration is part of ASOS’ commitment to drive a safer society for women, girls, and LGBTQIA+ people, by establishing new charity partnerships delivering change for those of marginalised gender identities and sexual orientations, as part of its Fashion with Integrity strategy.

One in three women globally will experience gender-based violence in their lifetime, and 64% of LGBTQIA+ individuals have experienced anti-LGBTQIA+ violence or abuse globally. By challenging systems of oppression, including misogyny and gender norms, and promoting positive role models and allyship for women, girls, and LGBTQIA+ communities, ASOS aims to drive a healthier and more inclusive understanding of gender identity and sexual orientation.

Funding provided by ASOS will contribute to Beyond Equality’s work by:

• Supporting delivery of its schools and universities projects. Core to Beyond Equality’s work is delivering best practice group workshops for men and boys to explore their own experiences, learn skills for mental wellbeing and healthy relationships, and understand their roles in creating gender equity and preventing gender-based violence.
• Enabling the development of a State of the Men UK report. This qualitative and quantitative report will give an up-to-date understanding of how men are faring in the UK across various parts of their lives, facilitating conversations with key stakeholders in government, education, and businesses to address key issues facing men and a safer and more equitable society for women, girls, and non-binary people.
• Engaging influencers on masculinity and gender-based violence. This project involves working directly with a group of social media influencers, leading them through an exploration of the impacts of masculinity on them and their work. It will aim to give influencers tools to create positive and helpful content that contribute to healthier masculinities and reduced gender-based violence.

Dr Daniel Guinness, Managing Director at Beyond Equality, said: “We’re incredibly pleased to be partnering with ASOS to further the work of Beyond Equality in the UK. Their funding will support our core work of engaging young men in healthier masculinities and creating a safer and more equitable society for women, girls and non-binary people. We’re particularly excited to be working with ASOS on programmes that are vital to creating meaningful change.”

Stephen King, Head of Sustainability at ASOS, said: “One in three women globally will experience gender-based violence in their lifetime. This must change. By working with Beyond Equality to support men, understand the challenges they face, and promote positive role models and behaviours, we can help work towards a healthier and safer society for women, girls, and non-binary people across the UK.”

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Notes to editors

Read more about ASOS’ commitments as part of its Fashion with Integrity strategy on pages 43-46 of ASOS’  Fashion with Integrity Strategy Update.

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, ARRANGE, 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.

About Beyond Equality

Beyond Equality is the leading UK charity working to equip men and boys with new perspectives, kick-starting the process of personal development, community change and gender equality. Over our 11-year history, we have delivered thousands of engaging workshops that have opened up conversations about mental health, relationships, allyship, and gender with over 100,000 people. Our expertise in the subject of masculinity and gender equality means that we are regularly featured in the media. We aim to disrupt gender expectations and stereotypes in schools, workplaces, universities, and sports.