Style HQ: Inside ASOS's Sleek Offices

We'd like to admit to a mild ASOS shopping addiction. Nothing to worry about, but we are now on first-name terms with our postman. Hey it's hard to get those parcels through the door sometimes.
So, we decided that we had to check out the mothership, the company's head office in London, to find out what makes this fashion-forward firm tick. Turns out, the answer lies in the supremely talented men and women who make sure every aspect of this business Works with a capital W. And, they're all exceptionally stylish to boot (with a little help from some ASOS wares, of course). Click through to see the brand's newly refurbished office space and prepare for some serious job and wardrobe envy.
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Photographed by Eva K. Salvi.
A glimpse of the first floor of the newly refurbished ASOS office.
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Photographed by Eva K. Salvi.
The press showroom filled with all of the key buys for AW'13.
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Photographed by Eva K. Salvi.
Sedge Beswick, social media manager

Describe your personal aesthetic in five words or less.
"Tartan, black, and leather."

How has working for ASOS influenced your style?
"My style has actually eased up, or maybe I’ve grown up! I used to be super grungy and was always found in a band tee with beat up kicks but I have always loved dressing up for big occasions so the two have joined forces now I'm at ASOS. Dresses make a regular appearance and the grunge is much subtler than it was."

What was your last big purchase on the site?
"I actually did a bit of a Cher from Clueless shop recently, think tartan minis and fluffy jumpers. There is the most beautiful tartan Karen Millen skirt on site at the moment that was the best out of the bunch."

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Photographed by Eva K. Salvi.
What's the craziest/wildest thing that's happened at work?
"At my last job I managed to get into a dance off with some paid break dancers (don't ask!). It ended up with me in A&E having my chin steri stripped after I split it open attempting to do the worm. As for ASOS… well, I don't think anything can compete with that!"

What's your favourite in-office tradition?
"Diet Coke! I can't get through the day without a minimum of three."

Describe the proudest moment in your career so far.
"I was invited to Number 10 Downing Street to talk to their digital team about the world of social, that was pretty amazing! I obviously managed to get a snap outside the door which has pride of place on my Nan's mantelpiece."

Describe the best thing about your job.
"Tough question! I love how social is at the heart of everything that ASOS does, it makes it really easy for me and we get to have heaps of fun leading and innovating the space. It's a really supportive environment."
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Photographed by Eva K. Salvi.
What advice would you give to someone trying to break into your profession?
"Keep a social platform of your choice up to date; there's nothing better than giving someone a quick social stalk and seeing that they frequently update their Instagram feed, or their Twitter handle."

Do you have an office uniform, what is it?
"Definitely not — getting out of school uniforms was the single best moment of my student life!"

Do you have a favourite part of the office? Why do you love it?
"It's not my favourite part of the office but I do love that our studios and catwalks are in-house. Whenever it crops up in conversation everyone's pretty blown away!"
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Photographed by Eva K. Salvi.
Debi Walker, senior designer

Describe your personal aesthetic in five words or less.
"Casual, ethical, vegetarian (I don’t wear any leather), and colourful."

How has working for ASOS influenced your style?
"It’s made me a shopaholic. There are so many new styles coming onto the site every day that I now have a weekly shop; it means that I'm trying out new looks constantly."

What was your last big purchase on the site?
"A White Tent knitted dress, they are an eco-luxe brand who focus on sustainability."

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Photographed by Eva K. Salvi.
What's the craziest/wildest thing that's happened at work?
"Press day nights out. It’s always such a big build up to press day and late nights at work before hand. We usually end up in Dalston!"

What's your favourite in-office tradition?
"Friday drinks on the last weekend of the month. We are usually too busy to plan regular team nights out so it’s a good excuse for us to have a drink together."

Describe the proudest moment in your career so far.
"Definitely Michelle Obama wearing some of my ASOS Africa designs. The machinists in Kenya have the picture on their wall but they still don't believe it’s the actual garment they made!"
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Photographed by Eva K. Salvi.
Describe the best thing about your job.
"Travelling; Kenya is definitely my favourite trip as we always do an early morning safari. It's amazing being able to work so close to the wildlife."

What have been the biggest lessons you've learned at ASOS that you want to share?
"It would be the importance of awareness of where your clothes come from. There are so many great ethical and sustainable brands now that are really fashionable at the same time. It doesn't mean you have to have a higher budget either as "The Green Room" on ASOS has some great affordable brands."

What advice would you give to someone trying to break into your profession?
"Network as much as possible. Everyone knows everyone in this profession so always keep in touch with old friends and colleagues; you never know when you might meet again through work or when an old colleague might know of an interesting job going that you could be perfect for."

Do you have an office uniform, what is it?
"We can wear whatever we want to work but it’s usually ASOS mixed with a designer piece. I especially like to wear the Africa range. I pretty much always wear trainers as I'm running round to sample rooms and go on appointments a lot."

Do you have a favourite part of the office? Why do you love it?
"My desk, I've got photos of my animals and if I'm there, it means I'm not running round on errands!"
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Photographed by Eva K. Salvi.
There's plenty of space for informal meetings at ASOS.
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Photographed by Eva K. Salvi.
A copy of the latest mag? Don't mind if we do.
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Photographed by Eva K. Salvi.
Alexander Butt, news & fashion editor

Describe your personal aesthetic in five words or less.
"Swedish architect meets London hipster."

How has working for ASOS influenced your style?
"I'm probably braver than I was before I started working here – ASOS is a great place to experiment with your style because pretty much everybody dresses up for work."

What was your last big purchase on the site?
"The navy blue Sandqvist backpack I bought at the start of last month."

What's the craziest/wildest thing that's happened at work?
"What happens at ASOS, stays at ASOS."

What's your favourite in-office tradition?
"Inexplicably, every Friday, Phil Oakley's 'Together in Electric Dreams' plays at home time."

Describe the proudest moment in your career so far.
"Seeing ASOS' daily news content go live."

Describe the best thing about your job.
"Things change all the time at ASOS – I love the fact that every time you look round there's something new to work on. You'd have to try really hard to get bored."

What have been the biggest lessons you've learned at ASOS that you want to share?
"We all know that social media is important for young people, but I've learnt a lot here about how and why it matters."

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Photographed by Eva K. Salvi.
What advice would you give to someone trying to break into your profession?
"Be positive. Not only in terms of believing that you'll get somewhere (you will!) but also on a day to day basis. Be positive and fun, and the person that people want to have around them when they're stressed out and on deadline."

Do you have an office uniform, what is it?
"There was a moment this summer when I started to believe that my ability to write might be getting bound up in wearing Breton stripes."

Do have a favourite part of the office? Why do you love it?
"The stairs! Which sounds weird, obviously, but there's a good reason for it — we used to have to use the lift. I hate lifts."
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Photographed by Eva K. Salvi.
Butt's amazing monk-strap brogues will be available on the site at the end of this month. Save us a pair!
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Photographed by Eva K. Salvi.
We're digging the red padding texture of Butt's classic biker jacket.
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Photographed by Eva K. Salvi.
ASOS's canteen looks finger-licking good.
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Photographed by Eva K. Salvi.
A glimpse of what you will be wearing this season.
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Photographed by Eva K. Salvi.
Polly Thrussell, footwear buyer

Describe your personal aesthetic in five words or less.
"Softened scandi with a bit of London scruffy."

How has working for ASOS influenced your style?
"Working in a place like ASOS you can’t help but absorb and be influenced by who and what is around you."

What was your last big purchase on the site?
"The only downside of being constantly surrounded by product in the office means I am always planning my next ASOS order, or adding to my wishlist! I try to make it little and often just for the sake of my bank balance. Last purchase was a pair of our leather brogues ASOS MERSEY, perfect now the weather is getting colder, and prolonging the decision of what boots to invest in."

What's the craziest/wildest thing that's happened at work?
"Having the ASOS studios just down the corridor is quite mad, there are always models walking between studios and celebrities getting their fix of ASOS with the press team, so celeb spots do make the office that little bit more interesting!"
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Photographed by Eva K. Salvi.
What's your favourite in-office tradition?
"I love my early morning quiet time, before the chaos kicks off — a chance to catch up over a cuppa and get things together before the day really begins. Although as my team are so hard working I am having to get in earlier and earlier to hold onto this — can't complain about that though."

Describe the proudest moment in your career so far.
"When I made the decision to join ASOS almost four years ago it was a very different place. It was a considerably smaller set up, but still had the buzz and exciting atmosphere you feel now despite not having the new office space. It’s been hard work, but being a part of the success story, watching my department grow from strength to strength, and being able to contribute to the success of ASOS has definitely been one of my proudest moments in my buying career so far."

Describe the best thing about your job.
"There is rarely a dull moment at ASOS, more so than any other office due to our rapid growth and our constant focus on newness. This keeps us very busy and no one sits still for very long, which keeps the job very interesting. As a footwear buyer I am lucky enough to travel most months, whether it be inspiration trips or product development trips to factories or trade fares so my job is far from boring and getting to see the world at the same time is a big perk."
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Photographed by Eva K. Salvi.
What have been the biggest lessons you've learned at ASOS that you want to share?
"Having the confidence to always have an opinion and follow what you believe in is really important as a buyer. Sometimes you can believe in something without being able to fully explain why but it is important that you get that view across and act on it without being too scared to take risks."

What advice would you give to someone trying to break into your profession?
"Work hard and live through the job. Be resilient and be prepared to start at the bottom. Absorb everything though, and when you get the breaks and opportunities it is all the more rewarding."

Do you have an office uniform, what is it?
"Not really, but I do try to start the week smartly. We have trade meetings on a Monday and looking the part does give you that extra bit of confidence to stand up and present your figures and product to a packed room of buyers and merchandisers. Other than that my style is pretty relaxed, and whether I am in or out of the office I do tend to be doing a lot of running around so will often have a pair of Nikes or flats under my desk or at hand."

Do you have a favourite part of the office? Why do you love it?
"This is probably my desk! It's organised chaos — covered in shoes, swatches of leathers and tears. But being out of the office so much means I actually look forward to sitting down and working through a list and getting things done as before I know it, I am off again!"
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Photographed by Eva K. Salvi.
Roundtable discussions have never looked chicer.
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Photographed by Eva K. Salvi.
Aoife Caffrey, international press officer

Describe your personal aesthetic in five words or less.
"Considered, structured, classic with Clueless references."

How has working for ASOS influenced your style?
"The core essence of my style has stayed largely the same but as I have access to such amazing clothes all the time my wardrobe size has increased dramatically. I have always loved clothes so it’s great to get the opportunity to try out new trends and work them in with staple pieces I’ve had for seasons."

What was your last big purchase on the site?
"I just bought Sol Sana shoes, which I will get so much wear out of this season. I always wear heels in work, and platforms are my go-to shoe style as they are feminine and chic and keep you solid on your feet."

What's the craziest/wildest thing that's happened at work?
"Each year there is a Christmas decorating competition between the departments and it tends to turn into quite the production. This year our department chose "The Great British Bake-Off" as the theme and we had cake decorating stations for the directors, which quickly escalated into a full-scale food fight. The extent of the damage was so bad that the directors had to borrow samples to wear to the Christmas party that night."

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Photographed by Eva K. Salvi.
What's your favourite in-office tradition?
"No one makes a purchase decision without getting the opinion of at least five of their colleagues. It’s really nice that people respect their colleague’s opinions on style regardless of how brutal it might be. The level of detail and analysis over a £40 skirt can be quite funny."

Describe the proudest moment in your career so far.
"I recently organised a press presentation during Copenhagen Fashion Week. I was responsible for the project from concept planning to execution and it was a huge success with over 100 editors attending. I was very proud of that as it all happened quite seamlessly and our senior team were pleased with the results."

Describe the best thing about your job.
"I get to travel a lot, which is definitely the best part. It can be quite hectic as you have to fit a lot in the few days you are away. But it means you constantly have something new to look forward to, and it's always interesting to see what people are wearing in other cities… plus I am an expert packer as a result — hand luggage is my speciality!"
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Photographed by Eva K. Salvi.
What have been the biggest lessons you've learned at ASOS that you want to share?
"Having a positive attitude is really important. Things can get very stressful at times and having the ability to stay calm and pleasant in any situation is greatly appreciated."

What advice would you give to someone trying to break into your profession?
"Learn a language! Fashion is one of the most global businesses and getting into the industry is extremely competitive so having something that sets you apart from the other thousand CVs is really important. It’s how I got my interview at ASOS and I have had my dream job ever since."

Do you have an office uniform, what is it?
"High-waisted skirt or pants with a crop top and heels. Flattering and professional but still quite young."

Do you have a favourite part of the office? Why do you love it?
"I love the area where our magazine team sit. The walls are covered with beautiful images from '80s and '90s shoots as inspiration and there are grids of clothes where they style the outfits together. It is where the ASOS identity is created so it feels very vibrant and the energy and passion for the brand is palpable."
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Photographed by Eva K. Salvi.
Valentin Fedronic, junior sales manager for ASOS France

Describe your personal aesthetic in five words or less.
"Versatile, chilled, comfortable, enjoyable, and curious."

How has working for ASOS influenced your style?
"There’s so much style here. I think working at ASOS helps me to grow and learn faster. Style is a process of evolution so you have to try different looks to be 'you'."

What was your last big purchase on the site?
"My last big purchase on the site was a watch as a present to someone dear to me."

What's the craziest/wildest thing that's happened at work?
"One of my German colleagues went to party with Claudia Schiffer on her second day. Ordinary first week on the job!?"

What's your favourite in-office tradition?
"I take part in the lunch break gossip sessions as all my co-workers are girls. There’s always some good insight to get."
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Photographed by Eva K. Salvi.
Describe the proudest moment in your career so far.
"I’m proud of making a difference in my team. You need to know that your work is significant, to be inspired for great work. It’s a long journey before France reaches maturity so we have a lot more opportunities to see our effort being paid off."

Describe the best thing about your job.
"The best thing is definitely working on products and services that I’m passionate about as a customer. It feels great to work for a company when you love the products."

What have been the biggest lessons you've learned at ASOS that you want to share?
"To find the right customers and focus on them. It’s fine to narrow your market so you can take care of passionate customers who will be advocates for your brand. This is how I discovered ASOS in France three years ago, through word of mouth."

What advice would you give to someone trying to break into your profession?
"Make sure you’re filling a need for the company and stay hungry."

Do you have an office uniform, what is it?
"There are no work clothes so I dress myself depending on how I’m feeling that day. This is another good part about my job."

Do have a favourite part of the office? Why do you love it?
"We refurbished our London HQ in May and I love the whole new space. It’s very clean and we have more than double the space to welcome our new team members."
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Photographed by Eva K. Salvi.
Rachel Yau , assistant buyer for ASOS China

Describe your personal aesthetic in five words or less.
"Classic with a contemporary edge!"

How has working for ASOS influenced your style?
"Massively! Working for an online company, it’s great that you have technology at your fingertips, constantly having access to blogs and sites! I am always looking for outfit inspiration and beauty tips — the new lip colour, hairstyle etc…"

What was your last big purchase on the site?
"The ASOS pale pink cocoon coat £110, it is gorgeous!"

What's the craziest/wildest thing that's happened at work?
"The Christmas and Summer parties are pretty crazy! They happen twice a year and each season they get bigger and better. This summer we had a fairground theme with bumper cars, 99’s, and a silent disco. Great fun!"

What's your favourite in-office tradition?
"During the summer we have summer working hours so we can finish work at 3pm on a Friday. It is good to head down to the park and start the weekend a little earlier."

Describe the proudest moment in your career so far.
"Being part of the setup for ASOS China, which we are hoping is going to be huge!"
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Photographed by Eva K. Salvi.
Describe the best thing about your job.
"The people! I love my team and since being on the China team, I have met so many new people in the company who work in so many different departments. For example, the China marketing, press, and finance teams."

What have been the biggest lessons you've learned at ASOS that you want to share?
"I would have to say being confident and adaptable to change. ASOS has expanded so much globally; countries such as China have a hugely different approach to shopping, so you always need to be on your toes and thinking innovatively."

What advice would you give to someone trying to break into your profession?
"Work hard, be confident, and stand out from the crowd."

Do you have an office uniform, what is it? "Not really, but I love making an effort for work. Normally, beginning of the week is a little smarter and towards the end of the week I wear day-to-night outfits."

Do you have a favourite part of the office? Why do you love it?
"The buying floor definitely! I love walking past each department to see what they have on their rails! It's good to plan what I am going to buy next!"
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Photographed by Eva K. Salvi.
We cannot get enough of the design team's mood boards. Love the titles, too!
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Photographed by Eva K. Salvi.
Alistair Mulhull, menswear editor

Describe your personal aesthetic in five words or less.
"Oversized, fitted, casual, comfortable, and fun."

How has working for ASOS influenced your style?
"Working around so many samples and collections probably inspires me to tap into different trends from time to time."

What was your last big purchase on the site?
"Classic black leather Dr. Marten brogues. My go-to everyday shoe."
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Photographed by Eva K. Salvi.
What's your favourite in-office tradition?
"Pizza Thursdays. Which is actually a new thing I want to catch on."

Describe the proudest moment in your career so far.
"Getting a cover story for Sunday Times Style Magazine was good but seeing your ideas get put into motion at ASOS is obviously a great satisfaction too."

Describe the best thing about your job.
"Your ideas are listened to here. It's a very collaborative environment, so you are never working alone."

What have been the biggest lessons you've learned at ASOS that you want to share?
"That I am able to help co-host a live shoe-themed game show on Twitter and that it will be an international trending success."
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Photographed by Eva K. Salvi.
What's the craziest/wildest thing that's happened at work?
"On a Friday afternoon, the music goes up and the mood switches to play time as everyone wraps up their workload for the day. Oh, and the sample sales get pretty heated too."

What advice would you give to someone trying to break into your profession?
"Come loaded with ideas every single day."

Do you have an office uniform, what is it?
"Right now a baggier denim jean with an oversized coat and a very chunky brogue. Plus, the ASOS men's knit socks are my new staple."

Do you have a favourite part of the office? Why do you love it?
"We have an area called Kingsway where we host meetings and brainstorms. The rocking chairs and neon lighting make for interesting afternoons. I also love the vending machine for snacks."
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