LONDON, 15th May 2025: Today, ASOS, the go-to destination for fashion-loving 20-somethings, is excited to announce the launch of its partnership with the LGBTQIA+ young people's charity, Just Like Us.

Growing up LGBTQIA + in the UK remains challenging. Just Like Us’ research shows 40% of LGBTQIA+ young people feel unsafe at school daily, 91% hear negative language about being LGBTQIA+, and they are twice as likely to be bullied.  ASOS funding will help Just Like Us engage with the LGBTQIA+ community, fostering inclusivity and empowering young individuals to embrace their authentic selves.

Funding provided by ASOS will support three main programmes, including:

• School Diversity Week:  Annual celebration of LGBTQIA+ inclusion in UK schools providing materials like lesson plans and assembly packs for teachers.
• Ambassador Programme: Recruitment and training for LGBTQIA+ young adults (18-25) to share their stories in schools, enhancing pupils’ understanding of the experiences of LGBTQIA+ people and helping them to become better allies.
• Pride Groups: Student-led LGBTQIA+ and ally clubs in schools, creating a safe space for young people where they can access resources to help them understand their identities and gain comfort in who they are.

Laura Mackay, Chief Executive of Just Like Us, said: “We are thrilled to be partnering with ASOS, a business that has consistently demonstrated allyship towards the LGBTQIA+ community. This collaboration will significantly enhance our efforts to support LGBTQIA+ young people and schools across the UK. With ASOS' generous funding, we can expand our programmes to ensure that every young person feels safe, valued, and empowered to be their authentic selves.”

Stephen King, Head of Sustainability at ASOS said: “Inclusivity is vital to all of us at ASOS, and our purpose is to give everyone the confidence to be whoever they want to be. We’re proud to be partnering with Just Like Us to support our commitment to fostering a supportive and inclusive environment for all. Together, we ‘re paving the way for a future where every LGBTQIA+ young person can thrive and feel safe without fear.”

The partnership 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.

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 Just Like Us

Just Like Us is the LGBT+ young people’s charity. Founded in 2016, the charity works with thousands of schools and young people across the UK to empower LGBT+ young people to thrive. Just Like Us’ Ambassador Programme trains LGBT+ 18 to 25 year olds to speak in schools about allyship, their Pride Groups programme helps schools create a safe and supportive space for LGBT+ and ally pupils, and their free, inclusive resources are used by more than 7,000 primary and secondary schools across the UK. Just Like Us also runs School Diversity Week, the annual UK-wide celebration of LGBT+ equality in primary and secondary schools. Find out more at: www.justlikeus.org​​​​