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ASOS: Urban Tour is a campaign created by the online-only fashion store to be a digital fashion hub, highlighting seven trending cities from around the globe. The project aims to focus on individuals and groups who are setting trends and breaking the boundaries of fashion, music and art in their respective spheres of influence.
Aligning with the ASOS: Urban Tour, Vice magazine and ASOS linked up in Paris with PainOchoKolat, a multidisciplinary collective working in event promotion, entertainment and brand management. The four-person group of friends developed out of a common cultural upbringing and shared inspiration from basketball, hip-hop and personal style. Today, their crew is responsible for the development of a creative, fun-loving community in their local Parisian neighborhood of Pigalle.