Digital-first apparel brand Asos has kicked off a combination of pop-up retail and branded moments woven into the vibrant Aspen, Colo. social scene with an activation running through Monday, Feb. 16. It’s the brand’s fourth experiential pop-up in recent months, following activations in locations including Manhattan’s SoHo and the Hamptons, and is taking place during one of the high-end ski resort’s busiest weeks.
The Asos Aspen presence will include a dedicated pop-up and window display at The St. Regis Aspen Resort, spotlighting curated winter-ready and transitional items. Asos also has been integrated into the hotel guest journey via in-room catalogs to help drive on-property shopping. Additionally, Asos will activate within The Snow Lodge Aspen, the après-ski destination within the hotel, with branded moments such as a hot chocolate cart and a DJ booth.
“The Snow Lodge is all about energy, style and good times, and Asos fits right in,” said Jayma Cardoso, Founder and Creative Director of The Snow Lodge in a statement. “From après-ski to late-night looks, this pop-up brings effortless winter fashion and excitement to Aspen.”
In September 2024 Asos sold its majority stake in the Topshop and Topman brands to investment company Heartland, retaining a 25% stake in the business.
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