Image: The three finalists for the second cohort of the ScaleUp Incubator programme, Murtz Khattak founder of Sondor, Kuku Nukajam founder of Reign Studio, and Grace Ogunobo founder of By Grace Ambrose

Includes global majority brand incubator programme scaleUP, Graduate Fashion Week talent partnership, and ASOS x The Sourced Collection emerging brand capsule collection 

London, 3 June 2025 - ASOS is proud to announce the return of ASOS Supports as an expanded cultural engagement platform dedicated to backing the next generation of people, communities and brands shaping the future of fashion and culture. 

Originally launched to spotlight creative talent, ASOS Supports has evolved into a long-term commitment to empowering the next generation through mentorship, collaboration, and funding. The platform focuses on three core areas: 

• Support for emerging brands: Funding, collaborations, mentorship, and IRL showcases.  

• Creative and cultural partnerships: Collaborations celebrating diverse communities and the culture-shaping individuals and groups that support them. 

• Championing the next generation of talent: Funding, mentorship, and production opportunities for up-and-coming student and graduate creatives. 

“ASOS Supports is about turning up for the people and communities shaping what’s next,” said Vanessa Spence, Executive Vice President of Brand and Creative at ASOS. 

“We’ve always believed fashion should be a platform for identity, creativity, and change. This is how we’re supporting the next generation: by opening doors and investing in the culture they’re creating.” 

Initial launches under the ASOS Supports umbrella include the second edition of scaleUP, an incubator programme for global majority-owned brands in partnership with the (Fashion) Minority Report, a Graduate Fashion Week talent partnership, and a new collaboration with The Sourced Collection, a rapidly rising brand founded by UK entrepreneur Lois Smith. 

scaleUP 

Today, ASOS and the (Fashion) Minority Report CIC are thrilled to reveal the three brands selected for the second cohort of scaleUP; an initiative designed to help bridge the gap between the fashion industry and global majority-owned brands, who continue to face barriers in accessing the fashion market and scaling up their business operations.  

Following a rigorous selection process, By Grace Ambrose, Reign Studio, and Sondor have been chosen to take part in the nine-month programme; each having impressed the panel of judges with its distinctive vision, commercial potential, and cultural resonance. Each brand will receive a wide range of support, including insight and guidance from leading industry experts, mentorship, the opportunity to receive funding to support business growth, and the overall winner earning the chance to retail their collection on ASOS.com. 

Graduate Fashion Week talent partnership  

ASOS is partnering with Graduate Fashion Week to scout emerging talent and co-create exclusive collections, giving graduates the opportunity to showcase their designs on ASOS.com and reach a global audience. As part of the partnership and its continued commitment to championing new voices in fashion, ASOS is also proud to sponsor Graduate Fashion Week's Styling & Creative Direction Award in honour of Sarah McGreevy, former ASOS Creative Director. Sarah was a passionate advocate for emerging talent, and this award celebrates her legacy by recognising the next generation of creative visionaries in fashion. 

The Sourced Collection 

ASOS has supported The Sourced Collection since 2024 and is continuing the partnership with a new product collaboration. The ASOS x The Sourced Collection capsule is a 14-piece edit including tailored, denim and sequin co-ords, co-designed by both teams and sold exclusively on ASOS. In addition to the collection, ASOS is providing mentorship, marketing amplification, and talent support to help scale the brand’s reach and impact. 

This is just the start. With more collaborations, partnerships, and culture-shifting projects on the horizon, ASOS Supports is here to shape what’s next. 

Notes to Editors 

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.