ASOS brings 90s fashion favourite Tammy Girl online

Tammy Girl, the iconic British high street chain that officially closed down in 2016, is being relaunched by Daisy Street, in collaboration with ASOS.

Daisy Street has announced the acquisition of Tammy Girl and will relaunch the brand with a capsule collection on ASOS, featuring 32 styles ranging from dresses, crop tops, midi skirts and more.

The Tammy Girl launch, an epitome of the early 2000 high street, continues inline with the trend-focused Y2K customer.

In addition, the collection will induce sartorial nostalgia within the millennial customer, who once shopped at Tammy Girl in the early 2000’s.

Ranging between £15 and £40, the collection of 00’s inspired fashion draws inspiration from the Y2K era, with ribbed crop tops, layered fishnet vets, babydoll dresses and matching co-ords.

READ MORE: Missguided closes in on administration

This aligns with the brand’s plans to create a comprehensive umbrella of Gen-Z and millennial targeted fashion brands, which currently consists of Daisy Street, Heartbreak, 2 Minds, Dsy St Active and now, Tammy Girl.

Earlier this year, Daisy Street also announced the expansion of its best selling fashion collections with ASOS, into a range of footwear targeted at the Gen Z and Millennial customer, which quickly exceeded sales projections by both sides.

“This is a very exciting move for us at Daisy Street,” Daisy Street managing director Tay Singh said.

“Over the past 10 years we have worked hard to become one of the leading fashion brands for the Gen Z and Millennial customer.

“Staying true to our values as a brand, the re-launch of Tammy Girl is an extension of who we are.”

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