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Asos launches ScaleUp scheme to help ethnic minority-owned brands


Asos has launched a new scheme to bridge the gap between the fashion industry and ethnic minority-owned brands.

The ScaleUp initiative has been launched in partnership with the (Fashion) Minority Report (FMR) to help those facing barriers in accessing the fashion market and scaling up their business.

The programme will help two successful candidates with insight and guidance from leading industry experts, wholesale opportunities including the launch of one collection available exclusively on Asos, and one year of mentorship from business leaders.

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They will also have the opportunity to pitch for up to £20,000 of funding each to support their growth, the online-only retailer revealed.

In addition, the scheme will also onboard up to five additional emerging brands who will benefit from workshops, talks, and the opportunity to showcase their brand as part of the February 2024 ScaleUP press and buyers showroom.

“Asos is passionate about enhancing diversity within the fashion industry by dismantling the obstacles encountered by ethnic minority-owned brands,” Asos senior creative director Vanessa Spence said.

“We want to both empower established businesses with a promising vision and nurture emerging talent seeking that extra boost to get into the industry. Through ScaleUP, we’re searching for vibrant, captivating brands that resonate with our fashion-loving Asos customers and are highly trend-led, relevant, and fashionable, at accessible prices.”

FMR founder Daniel Peters added: “As any brand founder knows, the path to success in the fashion industry can often feel challenging, but as someone who is an ethnic minority, the barriers are often greater to break through.

“Through our partnership with Asos, we can’t wait to deliver a programme that provides opportunities, and the relevant building blocks for scalability to ethnic minority business owners.”

Applications for ScaleUP are open from 31 May to 9 July.

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