ASOS: all brands
The 2 brands of ASOS in our brand directory, with owner, origin and segment. Each profile is researched and sourced.
ASOS DesignMass market and fast fashion · United KingdomMiss SelfridgeMass market and fast fashion · United Kingdom
ASOS Design: ASOS Design is the main own-label fashion brand of ASOS plc, the London-based online retailer founded in 2000. Designed by in-house teams, it covers womenswear, menswear, shoes and accessories and is sold through ASOS's website and app. Own brands accounted for 40% of ASOS's GMV in its 2025 financial year.
Miss Selfridge: Miss Selfridge is a British womenswear brand owned by ASOS since 2021. ASOS bought it from the collapsed Arcadia Group for £265 million together with Topshop, Topman and HIIT, without taking on the stores.