Tammy Girl label sees comeback on ASOS

By

Sandra Halliday

Published
May 26, 2022

A popular tween brand from the 1990s has been revived with the return of Tammy Girl that has been relaunched by owner Daisy Street in a collaboration with ASOS.

It’s available as a 32-piece collection that’s exclusive to the fashion e-tail giant.

Tay Singh, MD of Daisy Street, said: “This is a very exciting move for us. 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 relaunch of Tammy Girl is an extension of who we are.”

The label was originally known for its affordable, on-trend casual styles with many women now aged from their 20s to their 40s likely to have worn its low-rise cargo pants, quirky slogan T-shirts, colourful trainers and cheap-and-cheerful accessories.

The brand was bought by BHS in 2005 and later closed.

Coming in a season when the whole 1990s-meets-Y2K look is having a strong moment, it seems like good timing for the revival.

The new collection stays true to the overall brand profile with pieces such as cords, camisole dresses, floral crop tops, halter and one-shoulder tops, printed vests, mini skirts and dresses, tees with the brand name emblazoned across them and more.

The offer is priced from £15 for a graphic tee. An oversized logo hoodie is £27, while a patchwork denim maxi dress is £31.