Asos adds fuller-bust lingerie label Reign Studio to its line-up
The British brand founded by Kuku Nukajam won the scaleUP programme run by Asos and (Fashion) Minority Report and is now available worldwide on the platform.
Archive image · Photo: Steve Fareham / Wikimedia Commons, CC BY-SA 2.0 (cropped and resized)
Online retailer Asos has added British lingerie and swimwear label Reign Studio to its range. The brand won the second cohort of the scaleUP incubator programme, which Asos runs with UK initiative (Fashion) Minority Report. The programme aims to help global majority-owned brands overcome barriers to entering the market. Reign Studio receives £20,000 and onboarding onto the platform; second place went to Sondor and third to ByGraceAmbrose.
Reign Studio makes wireless lingerie and swimwear for fuller-bust women in sizes 28F to 40KK. According to Asos, founder Kuku Nukajam conceived the brand in 2018 when a bikini did not fit on her honeymoon in Thailand. She taught herself product development, fit and manufacturing; the first swimwear collection followed in 2019 and underwear in 2020. The Asos launch includes 20 styles, among them several bralettes.
“I don't believe we should have to shop separately or compromise on style simply because of our proportions,” Nukajam said. Vanessa Spence, Executive Vice President, Brand & Creative at Asos, praised the brand's “clear point of view and deep understanding of customer needs”. Participants received workshops, masterclasses and one-to-one mentoring before the finalists presented their collections to a panel of judges.