By  on February 6, 2018

British online retailer Asos on Monday held its inaugural New York presentation for the brand's fall 2018 men’s wear collection with an eye toward growing its U.S. business, which head of men's Nick Eley said is in second place, behind the U.K.

The e-tailer has ratcheted up its presence during New York Fashion Week: Men's since July, when it held a party.Primarily aimed at young adults — Eley said the average age is 20 — Asos sells more than 850 brands and its own range of clothing and accessories. The brand is making a push, offering plus sizes for men, which Eley called a "huge opportunity."In addition, Eley said the men's and women's sides of the business have started collaborating for the first time on trends, fabrics and more, the results of which will be fully realized with the spring 2019 collection.

The brand features an abundance of over-the-top fashion and glam items. After all, Asos was originally called As Seen on Screen when it launched in 1999, before its name was shortened to an acronym. "The Asos guy is going out more and is more confident with what he's wearing," said Eley.

The presentation was held at 393 NYC, a long, narrow gallerylike space on Broadway that had all the accoutrements of an art opening for a rising young artist, including a DJ and bar. That the mass of people had a variety of personal styles, everything from a dandified dude wearing pinstripes to a monochromatic man dressed head-to-toe in red, including a Guardian Angels-style beret, pleased Eley, who said Asos' fall collection has a Western-inspired theme.

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