Talk about social distancing. Asos is working overtime to stay aloof from its online rag trade rivals. Fast fashion has long been bedevilled by accusations of waste and exploitation. Aim-quoted Boohoo is combating allegations of sweatshop practices among suppliers in Leicester. Aim-quoted Asos, which also sells cheap togs for twenty quid to twenty somethings via its website, is doing its best to set itself apart.
Nick Beighton, chief executive, drove home his message about sustainability repeatedly on Wednesday: Asos looked after its suppliers, paid its employees properly, was mindful of waste and treated its workers “correctly”, he said. And while 98 per cent of Asos gear is made overseas, the group knows exactly where its products come from and who made them. Mr Beighton even went so far as to suggest that Asos would contemplate swapping its home on the junior market — often described as a wild west —