84% matchBershka
Trend-led youth fast fashion at even lower prices
What changes: Store-led Inditex chain rather than multi-brand online marketplace
Brand profile
Asos
London-based online fast-fashion retailer selling own labels such as ASOS Design and Collusion alongside hundreds of third-party brands.
LondonOrigin
UnisexFocus
StreetwearStyle
$$Price
15 brands like Asos like Bershka, Zara, H&M →
What to know about Asos
Own labels sit inside a marketplace
ASOS Design, Collusion, Miss Selfridge and HIIT are made in-house and sold next to hundreds of outside brands, so quality and cut vary line by line.
Built on screen-copy fashion
It launched in 2000 as As Seen On Screen, selling film- and TV-inspired pieces before shifting to its own labels and third-party stock aimed at twenty-somethings.
High volume, thin margins
FY2025 brought £2.46bn revenue against a £298m net loss, and in 2024 it sold 75% of Topshop and Topman to its largest shareholder's group, Heartland.
How Asos fits
Overall fit
mixed
Shoppers most often describe ASOS sizing as inconsistent between sub-labels and even between drops, with slim-fit basics tending to run a touch small and the oversized/relaxed ranges running noticeably large.
Tip: Treat each product as its own brand — read the garment measurements and reviews rather than assuming your usual ASOS size carries across lines.
High confidence · based on 25 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | slightly large | most current ASOS Design hoodies are cut oversized with dropped shoulders and a wide body | Stick to your true size in the oversized styles — sizing up often produces a very exaggerated fit. |
| Shirts & overshirts | slightly small | slim and muscle fits sit very close through chest and arms; regular and relaxed fits are far more forgiving | Size up one if you are between sizes or broader through the chest, especially in the slim and muscle fits. |
| Trousers & pants | mixed | ranges from skinny and tapered smart trousers to genuinely wide, pleated relaxed cuts | Check the leg opening and rise in the measurements before ordering, as the same waist size fits very differently across cuts. |
| Jeans & denim | slightly small | waist sizing is often reported as tight to the label, with slim and skinny fits the closest cut | Consider going up a waist size in rigid or non-stretch pairs; stretch denim usually works true to size. |
| Jackets | mixed | tailored and biker styles run slim and shoulder-tight, while puffer and overshirt styles are cut roomy | Size up in slim tailored or leather-look jackets if you want to layer, and stay true to size in the oversized outerwear. |
| T-shirts & graphic tees | mixed | standard-fit tees read slim and close, while the oversized/relaxed line is deliberately boxy and dropped-shoulder | Take your usual size in the oversized line and consider sizing up in the standard slim tees if you dislike a clingy fit. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like Asos
See all 15 brands like Asos →84% match
78% matchZara
Faster design turnover with more polished styling
What changes: Own-label only, higher price and design credibility push
76% matchH&M
Cheaper wardrobe basics at global store scale
What changes: Lower price, broader family/home range, less youth-club niche
74% matchUrban Outfitters
Vintage-leaning US take on the same twenty-something shopper
What changes: Curated retail-plus-own-label with a nostalgic, pricier slant
Asos fit questions
Does Asos run big or small?
Asos varies by piece. Treat each product as its own brand — read the garment measurements and reviews rather than assuming your usual ASOS size carries across lines. Shoppers most often describe ASOS sizing as inconsistent between sub-labels and even between drops, with slim-fit basics tending to run a touch small and the oversized/relaxed ranges running noticeably large.
How does Asos fit?
Shoppers most often describe ASOS sizing as inconsistent between sub-labels and even between drops, with slim-fit basics tending to run a touch small and the oversized/relaxed ranges running noticeably large. Overall shape: varies widely by line — from slim/skinny cuts to deliberately oversized and boxy silhouettes.
How do Asos hoodies & sweatshirts fit?
Asos hoodies & sweatshirts fits slightly large. Stick to your true size in the oversized styles — sizing up often produces a very exaggerated fit. Shape: most current ASOS Design hoodies are cut oversized with dropped shoulders and a wide body.
How do Asos shirts & overshirts fit?
Asos shirts & overshirts fits slightly small. Size up one if you are between sizes or broader through the chest, especially in the slim and muscle fits. Shape: slim and muscle fits sit very close through chest and arms; regular and relaxed fits are far more forgiving.
How do Asos trousers & pants fit?
Asos trousers & pants varies by piece. Check the leg opening and rise in the measurements before ordering, as the same waist size fits very differently across cuts. Shape: ranges from skinny and tapered smart trousers to genuinely wide, pleated relaxed cuts.
Brand facts
ASOS is a London online fashion retailer launched in 2000 as As Seen On Screen, selling film- and TV-inspired pieces before pivoting to own-label and branded fashion for twenty-somethings. Its own labels include ASOS Design, Collusion, Miss Selfridge and HIIT, sold alongside hundreds of third-party brands. In 2024 it sold 75% of Topshop and Topman to Anders Holch Povlsen's Heartland, keeping 25%; Povlsen is also ASOS's largest shareholder at about 26%. It reported £2.46bn revenue and a £298m net loss in FY2025.
- Founded
- 2000
- Origin
- London, United Kingdom
- Made in
- China
- Price
- $$
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Streetwear, Minimalist / Contemporary, Y2K