ASOS has collaborated with East London label House of Hackney.
The range, which starts at £55, is entitled ‘Dalston Tart’ and is inspired by the members of London’s hipster collective. The lineup features Nirvana-inspired ripped jeans, plenty of tartan and luxe velvet, as well as ‘the 90s favourite dungarees.
Frieda Gormley, founder of House of Hackney, said of the collaboration: “We feel like the House of Hackney handwriting is perfect for the ASOS girl so there wasn’t much to adapt in terms of aesthetic.”
And as for range being inspired by Dalston and the East London scene, Gormley explained, “As a London-based label we’re really passionate about our surroundings. I particularly love the grungy Dalston girls, and the fashion students who live in the area, who provide continuous inspiration. East London is still a really exciting place to be, a melting pot of different cultures, people and music.”
The House of Hackney x ASOS is available now on ASOS.com.