Incubating the brands of tomorrow

The scaleUP incubator supports ethnic minority owned brands with a career changing opportunity, brought to you by the (Fashion) Minority Report and ASOS

About the scaleUP Incubator Programme

The scaleUP incubator programme, delivered by Fashion Minority Report and the online fashion destination ASOS, aims to bridge the gap between the fashion industry and ethnic minority owned brands (EMB’s) who face barriers in accessing the market and scaling up.

Our ambition is to create an ongoing, industry wide programme that will increase the amount of EMB’s in the ASOS brand portfolio, support the development and upscaling of brand founders, and create a more accessible fashion industry for ethnic minorities.

“As any brand founder, the path to success in the fashion industry can often feel challenging, but as someone who is an ethnic minority, the barriers are often greater to break through.

Through our partnership with ASOS, we can’t wait to deliver a programme that provides opportunities, and the relevant building blocks for scalability to ethnic minority business owners.”

Daniel Peters, Founder of FMR

What are the benefits

Fashion Minority Report and ASOS are incredibly passionate and committed to advancing ethnic minority talent. In joining the programme, we will provide you with structural insight and guidance that will help your business on the journey to scaling up for potential growth. 

“ASOS is passionate about enhancing diversity within the fashion industry by dismantling the obstacles encountered by ethnic minority-owned brands. We want to both empower established businesses with a promising vision and nurture emerging talent seeking that extra boost to get into the industry. 

Through ScaleUP, we’re searching for vibrant, captivating brands that resonate with our fashion-loving ASOS customers and are highly trend-led, relevant, and fashionable, at accessible prices.”

Vanessa Spence, Senior Creative Director, ASOS

As one of two brands selected, you will receive the following:

• The opportunity to develop a new collection with guidance and support from the ASOS commercial team over a 6 month period
• A dedicated showroom experience to present your new collection to the ASOS buying team, and guests who will include press and external buyers
• Mentorship from an industry professional over 6-8 months, supporting you in developing your business roadmap
• A series of workshops that will help you to strengthen your business operationally
• The opportunity to pitch for grant funding to support business growth and a long term strategy for market success

We’ll also select up to four additional applicants who will receive access to our workshops and the opportunity to showcase your products as part of our 2024 demo day.

How to Apply

To apply, please complete the application form on this page with all of the requested information. We suggest that you create a draft version of your answers in google docs, or a similar programme, before you hit submit.

As part of your application you’ll also be required to submit one pdf lookbook that showcases your brand and design aesthetic, and if applicable, one pdf document of any press that you have generated over the past 12-18 months.

Please do not send any physical garments, portfolios or other materials by post as part of this initial judging process. Your online application will be reviewed by our panel of judges, and we will be in contact to notify you of our decision.

Please ensure that you answer questions truthfully and to the best of your knowledge. 

Judging Process

Whilst each candidate will be measured against the following criteria, we want to see your brand stand out. We want candidates to confidently and carefully articulate why your business deserves to take up on the benefits of the scaleUp Incubator Programme. 

We will be assessing the your application against the following criteria:

• How each candidate clearly articulates their brand identity, mission and vision
• The contribution that each brand can make to the British fashion industry
• The impact each brand has been able to make since launching, both within British and international press, and any sales traction to date
• Whether the brand’s product offer will resonate with the ASOS consumer
• Whether  the brand meets ASOS’ minimum ethical trade requirements
• If the brand has a clear future business vision and how they expect the programme to help them to scale up
• The design standard and quality of the garments supplied by each candidate

Key Dates to Remember

The important bit! Remember these dates so that you don’t miss the closing date for submission of your application:

• 1st June – Applications Live
• 9th July – Applications Closed
• 21st July – Shortlisted candidates offered interview
• 28th July – Shortlisted candidates Interview Panel
• 2nd August – Candidates notified of our final decision
• September – Announcement of successful candidates

Daniel Peters

Daniel Peters launched the (Fashion) Minority Report in July 2020 to create equity and inclusion within the fashion industry and creative sector for diverse professionals.

Having worked as a brand and marketing specialist for over a decade at companies such as Burberry, the British Fashion Council, Selfrdiges, Dazed Media and Huawei, he saw that there was an opportunity to advance the conversation around DEI to a point of measurable change through his work.

Peters, a Peckham native, also sits on the Diversity and Inclusion Steering Committee at the British Fashion Council, and the Fashion Retail Academy, helping to bring about systemic change relating to inclusion and diversity in the sector.

Vanessa Spence

As Senior Creative Director, Vanessa oversees all creative across ASOS.com, product, studios and content. Vanessa joined ASOS in 2007 as a senior designer, moving to Womenswear Design Director in 2015 and then Design Director of both Womenswear and Menswear in 2018 to develop a unified look and feel to the ASOS ranges, trends and collaborations. Prior to joining ASOS, Vanessa spent 9 years working in design at Arcadia and also briefly at Pepe Jeans.

Vanessa sits on the Board of Governors for the Fashion Retail Academy and joined the Fashion Minority Alliance in 2020 as one of their resident experts in Fashion Retail.

Jordan Mitchell

Jordan has over two decades of experience building some of the world’s most coveted talent and brands including SKIMS, Good American, Pattern, Creed, Barbour, Flannels, Stefflon Don, Grace Carter, Charli Howard, Clara Amfo and Munya Chawawa.

Having honed her skills working for blue-chip corporate giants, Jordan pivoted seamlessly into the entertainment, lifestyle and fashion realm, using her talent for ideation and strategic execution alongside global profile building.

Jordan is a notable voice within the industry addressing topical subject matters and using her platform to write for publications including the Telegraph and Grazia, covering topics from diversity and equality to motherhood and careers.

Nick King – Rainbowwave

Leaving Nottingham Trent in 1995 Nick started working immediately at John Galliano in Paris, as the production assistant. He then moved to New York in 2000 to work at Donna Karan as buyer for DKNY, before relocating to be Donna Karan’s studio manager. He then spent 5 years with jeweller Alexis Bittar as GM, before relocating back to London, where he became a consultant for a variety of designers, from Francesca Amfitheatrof, Atelier Swarovski to Toni Maticevski. 

Six years with his own eponymous label of jewellery, saw him in over 60 stores, as well as being featured in Vogue, Elle and more. Nicholas has taught courses on business development at London’s Fashion Retail Academy, and mentored designers at Mastered.com.

Now living in Europe, for five years he developed a Mediterranean lifestyle brand and boutique in Monaco, before last year joining Rainbowwave as Director of fashion jewellery, home and lifestyle.

Navi Ahluwalia

Navi Ahluwalia is a fashion journalist, currently the Editor at Hypebae. 

Alongside being an avid writer and trend reporter, she’s worked in a multitude of areas within fashion, from PR to events and has worked with brands like Reebok, Adidas, Puma and Timberland.

Antonia Omisesan

Antonia Omisesan is Co Founder of Gbemi, a womenswear brand she runs with her sister which was birthed from their love of colour and bold prints. 

Founded in 2021, Gbemi, which is available on ASOS, creates pieces for the woman who wants to stand out, turn heads and be seen. 

After over 10 years working in HR across a number of industries, Antonia took all her skills  and expertise from the corporate world and put it into building an iconic brand that is taking the fashion world by storm.