Fashion with Integrity

Fashion With Integrity: Epitomises Our Approach To Business


At ASOS, our core values define who we are, what we do and how we do it. We call those collective values The ASOS Way. To make sure we’re always supporting these values, the PLC board has created Do The Right Thing – the ASOS Code of Integrity.

The ‘Do The Right Thing’ code promotes integrity, best practice and appropriate corporate behaviours across our business, supporting the continued development of ASOS.

“ASOS customers genuinely care about integrity. They want the businesses they buy from to stand for something. They expect ASOS to be better than the norm, to lead the way, to stand out and have goals we believe in and act on, both now and in the future. We only make people feel great through fashion if we’re meeting those expectations. Do The Right Thing is therefore fundamental to ASOS being the kind of company our employees are proud to work for and that our customers are proud to engage with and buy from”.

Andrew Magowan
Counsel & Company Secretary


The ASOS Foundation provides infrastructure, training and support to enable disadvantaged, young adults reach their potential, through focussed projects in the UK, India and Kenya.  The Foundation has long-term charity partners including the Prince’s Trust, Centrepoint and Arrival Education in the UK, SOKO Community Trust and Wildlife Works Trust in rural Kenya and Udayan Care in New Delhi, India. Wherever we help, we hope to create sustainable and long-lasting change.

The ASOS Foundation was previously a charitable trust under the Charities Aid Foundation. In 2013, the Foundation changed its legal status by becoming a company limited by guarantee and registered with the Charity Commission (Charity number 1153946). The Foundation is funded by ASOS and supported by our employees and customers.

  • Ethical Trade

    We invest and respect the people that work for ASOS. It’s the right thing to do and we know that it makes a difference to how successful we are. Ethical Trade is about looking beyond our office walls with the same principle – it’s about respecting the thousands of people worldwide that work in the factories that make our products.

    Ethical trading isn’t easy, but we’re on the journey. Inspecting our factories against our ethical code is central, but we’re also getting more involved to make a real difference:working directly with supplier factories to make improvements. As members of the Ethical Trade Initiative we work with other retailers to have a bigger voice where it counts.

    How we work back here at ASOS matters too – how we buy, how we negotiate, how we plan. It all makes a difference. For more info on ethical trade at ASOS click here

  • Community and the ASOS Foundation

    ASOS is part of a huge global community of customers, suppliers and colleagues. Our community engagement programme is intended to reflect our responsibility to all these groups and to ‘put something back’ that makes a real difference.

    The ASOS Foundation is about making long term partnerships over several years so we can really do something worth while.

    We are passionate about transforming the lives of young people through fashion and technology. That’s why we work with the Prince’s Trust, Udayan Care in India and SOKO in Africa.

    For more info on the ASOS Foundation  click here

  • Sustainable Fashion

    The Green Room and Eco-Fashion for men - are about fabulous design coupled with sustainable sourcing. It’s sustainable fashion – but because this is ASOS, it’s credible, sustainable fashion.

    We work with pioneer eco brands, building exciting collaborations, and developing our own label, using our unique position to tell our customers stories about each piece. With our ASOS Africa and fair trade collections we’re finding small producers in the developing world and helping them build their businesses so they can trade confidently with us and others.

    We’re also developing our main range buyers, designers and technical team, aiming to have the most knowledgeable ethical sourcing team in the business.

  • Sustainable Business

    Carbon reduction is a must-have, whatever department you're in. We’re constantly making improvements - there's a move to recycled packaging, cutting air freight, consolidating our deliveries, dramatically reducing the energy used for Tech - and we're even planning to generate our own electricity at the warehouse.

    The Good news is that while we're making these changes, ASOS has kick started its carbon reduction programme by investing in accredited offsetting schemes in forestry and renewable energy.