ASOS welcomes nine new menswear brands, including GAP, HUF and Pegador, for the new season

London, 27 May 2026: ASOS, the go-to fashion destination, has announced the launch of nine new fashion and contemporary menswear brands, continuing to build its position as a leading destination for credible, culturally relevant menswear fashion.

The new arrivals bring together established authority brands with emerging, in-demand names, reflecting how men shop today for high-quality, trend-led styles at accessible prices. The brands joining ASOS this season are Belier, BLEND, BLKVIS, CAPO, Cernucci, Gap, HUF, Pegador and Stan Ray, offering a broad edit spanning statement streetwear, warm-weather dressing and elevated everyday essentials.

Streetwear is led by culturally relevant brands such as Pegador, HUF and Cernucci, bringing bold graphics, statement silhouettes and logo-led pieces, while Stan Ray adds a modern workwear edge through practical, everyday casual styles designed for versatility.

Warm weather and holiday dressing come from BLEND, Belier and CAPO, with coordinated sets, linen, crochet and easy summer staples designed to work across occasions. Elevated everyday pieces complete the edit, with Belier and BLKVIS offering smart-casual essentials including textured knits, premium basics and tailored trousers that work beyond a single season.

ASOS has also become a wholesale partner for Gap in the UK and Ireland, marking a significant addition to its menswear portfolio. The launch includes more than 100 products, featuring Gap's most recognisable staples, from denim and trans-seasonal knits to relaxed linen co-ords.

The expansion reflects evolving menswear shopping habits, with ASOS research showing that nearly 40% of men browse online for clothing inspiration every week*. By bringing new brands and curated edits together in one place, ASOS aims to make it easier for customers to move seamlessly from inspiration to purchase.

Shazmeen Malik, Partner Brands and Flexible Fulfilment Director, at ASOS, said: At ASOS, we're known for great wardrobe staples, but we're also the destination for the latest trends and inspiration. Over the last two years, 40% of our men's branded portfolio has been newly acquired, bringing together trusted names like Gap and HUF alongside a fresh mix of contemporary and streetwear brands. It means customers can discover something new while still finding those everyday pieces they know and love.

The brands will continue to launch on ASOS throughout the spring-summer season, with Gap and several others already available on site.

* Source: ASOS-commissioned Attest survey of 2,000 UK menswear shoppers, conducted in February 2026.