scaleUP is designed to help bridge the gap between the fashion industry and global majority owned brands that continue to face barriers accessing the fashion market and scaling their businesses.
UK fashion retailer ASOS has launched Reign Studio, winner of its second scaleUP programme, globally on its platform.
The British lingerie and swimwear brand received £20,000 to support its growth.
Founded by Kuku Nukajam, Reign Studio specialises in wireless lingerie and swimwear for fuller-bust women, offering 20 styles priced between £29 and £62.
Created to give fuller-bust women greater choice without having to compromise between fit, comfort and contemporary design, Reign Studio caters for sizes 28F-40KK and specialises in wireless lingerie and swimwear designed with the needs and proportions of fuller-bust women at its core.
The idea for Reign Studio began with a personal frustration. While on their honeymoon in Thailand in 2018, founder Kuku Nukajam found herself wearing a bikini that simply didn’t fit properly. After years of struggling to find styles that offered the support she needed alongside designs, she actually wanted to wear, the experience prompted her to create the pieces she felt were missing from the market.
With no formal design training, Kuku taught herself the intricacies of product development, fit and manufacturing, building on her professional background in digital marketing, social media and brand building. Reign Studio launched its first swimwear collection in 2019, before expanding into wireless underwear in 2020.
Today, the brand remains focused on giving fuller-bust women greater choice within mainstream fashion. The ASOS launch marks the next stage of Reign Studio’s growth, bringing the brand and its fashion-first approach to fuller-bust lingerie to ASOS customers globally.
Kuku Nukajam, Founder of Reign Studio, said: “Winning the scaleUP programme from the (Fashion) Minority Report and ASOS has been such an incredible milestone for Reign Studio. Something I’ve always been passionate about is seeing fuller-bust women have more choice in fashion. I don’t believe we should have to shop separately or compromise on style simply because of our proportions. Being able to launch with ASOS means bringing more choice to fuller-bust women where they’re already shopping, and that’s what makes this partnership so exciting for me.”
Vanessa Spence, Executive Vice President, Brand & Creative at ASOS, said: “Supporting emerging brands and giving them a platform to reach our global customer is at the heart of what we do at ASOS. 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 launch sees Reign Studio join ASOS’s fuller-bust offering, introducing 20 styles, priced from £29 (~$38.42) to £62 (~$82.15), including:
- Maya Fuller Bust Bralette – a key style across the range and a great example of the brand’s supportive, wire-free offer
- Chill With Me Fuller Bust Bralette – combines comfort and support, making it a strong everyday option
- Conna Fuller Bust Bralette and matching boxer brief – delivers on the growing trend for comfort-led lingerie while maintaining a fashion-forward aesthetic
Reign Studio is now available globally on ASOS.
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Fibre2Fashion News Desk (MS)