Asos launches Reign Studio following scaleUP incubator win

UK-based online retail platform Asos has announced the launch of British lingerie and swimwear brand Reign Studio, winner of the second cohort of its scaleUP incubator programme.

Developed in partnership with the UK-based initiative (Fashion) Minority Report, scaleUP supports global majority-owned fashion brands facing barriers to entry and scaling within the fashion market. As part of the award, UK-based Reign Studio received 20,000 pounds in growth support alongside retail onboarding onto the Asos platform.

Founded in 2019 by Kuku Nukajam, Reign Studio focuses on wireless lingerie and swimwear catering to fuller-bust women. The brand offers sizing from 28F to 40KK, addressing product development and fit requirements specific to fuller-bust proportions without compromising on contemporary aesthetics.

Nukajam created the brand following a personal experience with poorly fitting swimwear, later self-teaching product development, fit, and manufacturing. Reign Studio launched its initial swimwear line before expanding into wireless underwear in 2020.

“Winning the scaleUP programme from the (Fashion) Minority Report and Asos has been such an incredible milestone for Reign Studio,” said Nukajam. “Being able to launch with Asos means bringing more choice to fuller-bust women where they’re already shopping.”

Vanessa Spence, executive vice president of brand and creative at Asos, added: “Reign Studio's clear point of view and deep understanding of customer needs really stood out to us throughout the scaleUP and we're incredibly excited to welcome them to Asos.”

The retail expansion introduces 20 Reign Studio styles to Asos customers globally, with prices ranging from 29 pounds to 62 pounds. Key items include the Maya Fuller Bust Bralette, the Chill With Me Fuller Bust Bralette, and the Conna Fuller Bust Bralette with matching boxer briefs.