Asos is expanding its men’s size assortment.
The U.K.-based e-commerce retailer will now offer extended sizes for men, ranging from XXXL to XXXXXL, and tall products that have more length in the body and sleeves to accommodate customers who are 6 feet, 3 inches and up.
Asos will produce its own private label pieces in big and tall sizes and will offer up to 20 brands, including Polo Ralph Lauren, Noose & Monkey, Wrangler and Burton, that also manufacture larger sized items for men.
Nick Eley, head of men’s wear design at Asos, said that similar to its women’s plus-size and tall categories, which he said have been very successful for the company, the men’s pieces will be on-trend and no different from the core, popular pieces in the main range.
“We wanted the customer to have fashionable product to choose from,” Eley said.
So far, Eley said the largest sizes in the big and tall category are selling, meaning there’s room for the range of sizes to grow. But challenges have sprouted up. For example, Eley said there is a lack of men’s brands producing trendy items in plus sizes. Eley said it’s also hard to find models to wear these pieces since many agencies don’t have plus-size male models on their books. Instead, the Asos team scouted models in the street and hired one who works in its head office in London.
Last year, IMG launched a men’s plus-size division called Brawn and signed Zach Miko, who is 6 feet, 6 inches and has a 40-inch waist. Since being signed, Miko has worked for retailers including Target and J. Hilburn.