Which brings us on to the Thrift+ trial. To use this service, customers need to request a free ASOS x Thrift+ bag via a link on ASOS’s website. They then send their unwanted clothes back to Thrift+ to sell on its platform. 

Once sold, they receive credits that can either be spent on other resale clothing, donated to a chosen charity (including the ASOS Foundation), or redeemed as ASOS vouchers. The company said 30,000 bags will be available for customers as part of the first phase of the trial.

As for the new circular design offer, it may be the second such collection (the first one launched in September 2020), but it’s still newsworthy. The 2020 collection involved a small number of teams that had progressed through ASOS’s circular design education programme. But this time it has taken a deeper dive as “every commercial team across ASOS was involved in the creation of the products in the collection, reflecting the wider rollout of circular design education across ASOS teams”.

This comes after the firm published a 112-page interactive Circular Design Handbook late last year that it created with the Centre for Sustainable Fashion at London College of Fashion

ASOS said some of the products were designed using digital 3D technology “which reduces the need to manufacture samples in the design process”.

Apart from their circularity, the pieces behave like any regular trend-led fashion collection, with cutout detail dresses, oversized, colour-blocked shirts, boyfriend jeans, printed headscarves and retro sunglasses. ASOS said the graphics and prints are “brave and optimistic, mixing retro floral with wavy checkerboard prints, all in this season’s key colours – burnt orange, lilac, and apple green teamed with undyed neutrals and indigo denims”.