Thursday, 5 September 2013


This is the launch literature for the first collaborative ASOS BLACK x PUMA collection, last year. The collection is designed by John Mooney and the garments include t-shirts, technical jackets, tailored shirting together with backpacks and accessories.

Photographer, Jamie Morgan was commissioned to work on a series of portraits for use in both press, online and print literature. The models features are all young street artists pulled together from around the UK.
This project has an unusual format. Size is A5 (210x148mm) portrait and content is 24pp but it forms one long concertina (12 panels). On each end a piece of 1500micron Greyboard is mounted, forming the front and back covers. The front cover is silkscreened in black only. The long concertina, which is over 1.7 metres long, is formed by one join, hidden on the reverse of the concertina.
To engage with the street artist look and feel, a recycled, "urban" type paper was required although this is a little at odds with the Jamie Morgan's amazing images! The paper selected is our Redeem 100% Recycled in 240gsm which is a natural looking recycled product, but as you can see from these images, it prints amazingly! ...although that's in no small part due to the quality of original and the printer. The 240gsm weight, creased perfectly, allowing the pages to flow well without being too stiff and rigid.
Design and production is by Asos. Project manager is Ash Durrant, the Creative manager is Vassili Kouznetsov and the senior designer on the project is Jenna Murray.

Print and finishing is by Push, which as I think the images in this post demonstrate, is superb.
Posted by Justin Hobson 05.09.2013

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Thanks for your comment! If I like it, I'll add it on. Cheers J