Lot’s going on for Luke Roper, best known for its Luke 1977 label. The British menswear specialist has secured a “landmark partnership” with global streetwear brand Anti Social Social Club (ASSC), owned by Marquee Brands.

It will see Luke Roper oversee ASSC’s sales for the UK and EU as part of the latter’s “highly anticipated” global relaunch, while marking its first-ever distribution deal in the two regions.

As part of the partnership, Luke Roper will also relaunch a UK and EU direct-to-consumer website for ASSC, which will feature a “highly awaited” 10-year anniversary collection in November as a springboard to support the retail presence in those markets. 

“This marks a significant shift in strategy for ASSC, which has previously operated with limited availability and exclusive drops, focusing on a direct-to-consumer model”, the new partner said.

Connor Poole, head of Sales and Marketing at Luke Roper, added:“ASSC has always been one of those cool streetwear brands that generated hype with its scarcity and exclusivity. To now be part of its relaunch in the UK and Europe is a huge honour.”

The wider agreement will “complement ASSC’s direct-to-consumer business by exploring traditional wholesale models and concessions, a first for ASSC, whose exclusivity and limited drops have made it a favourite among streetwear enthusiasts worldwide”.

Marquee Brands acquired ASSC in 2022 and joined its stable of brands including Ben Sherman, BCBG Max Azria and Martha Stewart.

Meanwhile, Luke Roper said it is also investing in its Luke 1977 brand, “which has grown significantly” with the opening of a new bricks-and-mortar store in Milton Keynes.