Asos Collective's first collection. Courtesy of Asos

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British e-tailer Asos launched a new premium line, Asos Collective, expanding its menswear offerings with elevated essentials for those “looking for timeless pieces that complement their wardrobe and are made to last,” Vanessa Spence, executive vice president, brand and creative, told WWD.

The collection brings the “premium touch without the premium fuss,” Spence said. Asos Collective features Ts, sweats, coats, and denim, all crafted with elevated fabrics, including organic cotton, higher-wool blends, and recycled polyester and nylon. Styles range from $26 to $330.

“Asos Collective is a natural next step in our menswear journey, a premium tier that builds on the strength of our core ranges. Our customers love Asos for style, accessibility and choice, and Collective adds another layer for those who want elevated essentials with a premium feel. It’s about refining what we already do well: precision-cut denim in our signature fits (tapered, straight, barrel) and a premium jersey program in three carefully developed weights, all designed to be worn, loved and lived in season after season,” Spence said.

Some of the highlights of the collection are the super heavyweight sweatshirts and joggers (650g) designed to hold shape wear after wear; a heavyweight jersey (300g) with an oversized, roomy fit; and an interlock jersey (300g) with a polished finish.

Asos aimed to keep its DNA throughout the collection, while thinking of timeless form, function and luxury detailing at the same time. “Form comes through versatile silhouettes that layer easily, function in fabric weights and construction that hold shape over time, and detailing is quiet but elevated, with felled seams, refined internals and subtle branding like compressed-paper jacron patches,” Spence said.

The collection officially debuted on Oct. 20, accompanied by a campaign shot by Paul Wetherell. New drops for the Asos Collective are planned for the upcoming seasons. “We’re also exploring collaborations that align with the line’s ethos, but our focus now is establishing the core and doing it right,” Spence said.