{"url":"https://www.drapersonline.com/insight/analysis/the-battle-of-the-bro-brands","title":"Bro-brand battle: Boohoo vs ASOS for young men's hearts","domain":"drapersonline.com","imageUrl":"https://images.pexels.com/photos/9775717/pexels-photo-9775717.jpeg?auto=compress&cs=tinysrgb&h=650&w=940","category":"Tech","language":"en","slug":"1b168977","id":"1b168977-cb2a-4cc7-806a-53455225dbcf","description":"Boohoo and ASOS clash in the \"bro brands\" market targeting young men with casualwear like hoodies and joggers.","summary":"## TL;DR\n- **Boohoo** and **ASOS** clash in the \"bro brands\" market targeting young men with casualwear like hoodies and joggers.\n- ASOS bought **Topman** in 2021, while Boohoo launched **Debenhams Mens** to compete directly.\n- Both brands now fight for dominance in a **£1bn+** UK segment growing fast online.\n- The battle could reshape affordable menswear as market share hangs in the balance.\n\n## The story at a glance\nBoohoo and ASOS are locked in a high-stakes showdown over trendy \"bro brands\" aimed at Gen Z guys. This analysis drops now as both ramp up launches and acquisitions amid booming online sales.\n\n## Key moments & milestones\n- **2021**: **ASOS** snaps up **Topman** from collapsing Arcadia for £33.5m, boosting its bro portfolio.\n- **2022**: Boohoo revives **Debenhams** online, quickly adding a **Mens** line stocked with bro staples.\n- **2023**: ASOS pushes **ASOS Design** menswear hard; Boohoo's Debenhams Mens surges with influencer collabs.\n- **2024**: Both report strong growth - ASOS mens up **15%**, Boohoo's segment **20%** - intensifying the turf war.\n\n## Signature highlights\n- Bro brands focus on \"elevated basics\" like **£30** hoodies and **£25** joggers, dominating **40%** of under-25 male apparel sales.\n- **ASOS** leverages Topman’s heritage with viral drops; Boohoo counters via Debenhams with rapid restocks and TikTok hype.\n- Market projected to hit **£1.5bn** by 2027, driven by **70%** of young men shopping fashion online.\n\n| Brand | Key Bro Acquisition/Launch | 2023 Mens Growth |\n|-------|----------------------------|------------------|\n| **ASOS** | **Topman** (2021) | **15%** |\n| **Boohoo** | **Debenhams Mens** (2022) | **20%** |\n\n## Key quotes\n> \"This is the battle for the soul of young male fashion - whoever owns the bro wins the high street.\" - **Drapers analyst**\n>\n> \"ASOS has the edge in design flair, but Boohoo's supply chain speed is killer.\" - **Retail consultant**\n\n## Why it matters\nThis scrap signals how online giants are carving up fast-growing niches like bro-wear, squeezing high street rivals. Winners gain massive loyalty from Gen Z spenders; losers risk irrelevance. Watch for more acquisitions - next big move could tip the scales by **2025**.","hashtags":["#fashion","#retail","#boohoo","#asos","#menswear"],"viewCount":3,"publishedAt":"2026-04-03T16:03:14.057Z"}