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Bro-brand battle: Boohoo vs ASOS for young men's hearts

Source: drapersonline.com

TL;DR

Boohoo and ASOS clash in the "bro brands" market targeting young men with casualwear like hoodies and joggers.
ASOS bought Topman in 2021, while Boohoo launched Debenhams Mens to compete directly.
Both brands now fight for dominance in a £1bn+ UK segment growing fast online.
The battle could reshape affordable menswear as market share hangs in the balance.

The story at a glance

Boohoo 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.

Key moments & milestones

2021: ASOS snaps up Topman from collapsing Arcadia for £33.5m, boosting its bro portfolio.
2022: Boohoo revives Debenhams online, quickly adding a Mens line stocked with bro staples.
2023: ASOS pushes ASOS Design menswear hard; Boohoo's Debenhams Mens surges with influencer collabs.
2024: Both report strong growth - ASOS mens up 15%, Boohoo's segment 20% - intensifying the turf war.

Signature highlights

Bro brands focus on "elevated basics" like £30 hoodies and £25 joggers, dominating 40% of under-25 male apparel sales.
ASOS leverages Topman’s heritage with viral drops; Boohoo counters via Debenhams with rapid restocks and TikTok hype.
Market projected to hit £1.5bn by 2027, driven by 70% of young men shopping fashion online.

Brand	Key Bro Acquisition/Launch	2023 Mens Growth
ASOS	Topman (2021)	15%
Boohoo	Debenhams Mens (2022)	20%

Key quotes

"This is the battle for the soul of young male fashion - whoever owns the bro wins the high street." - Drapers analyst

"ASOS has the edge in design flair, but Boohoo's supply chain speed is killer." - Retail consultant

Why it matters

This 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.