SCALEUP INCUBATOR: MEET THE 2025 FINALISTS

Whether it’s lack of representation or access to funding, some brands can face unique challenges that become barriers for growth. That’s why ASOS has teamed up with the Fashion Minority Report once again to deliver the ScaleUP Incubator programme, which makes business resources more accessible to ethnic minority-owned brands. The finalists receive mentoring, the opportunity to pitch for funding, and an exclusive collection on ASOS.

Last year we saw Isabelle Pennington-Edmead and Taideux take the crowns, and this year – with finalists like Murtz Khattak, Grace Ambrose and Kuku Nukajam – it’s going to be hard to choose a winner. We spoke to all three about their designs, what positive change in the fashion industry looks like, and their most defining brand moments to date.

Hey Murtz, tell us what inspired you to create Sondor?
I grew up in an environment where I didn’t have the freedom to express myself. Now as an adult I have a lot to say, so my brand has become this vessel I use to express myself. At times I find it bursting out of me, so it feels less like something I want to do and more like something I have to do for my own sanity.

The fashion industry can be challenging for new designers – what obstacles did you face when creating your brand?
The barrier to entry for starting a brand is so low – a lot of people think all you need is a logo and a product. There’s this cloud of brands blocking the view for opportunities. So, as a brand that deserves recognition, it was tough to cut through the noise.

How do you design in a way that feels inclusive and true to your values?
I like to design and conceptualise with as little outside input as possible. I make a big effort to look within and see what pieces I’m most excited about and would be proud to share. So, the origin of the work is always very true to me. Even if it doesn’t do well, I’m happy knowing I got out one of my dreams and made it into a real product.

Your most defining moment for brand?
I got into GQ without a laptop within six months of launching my brand. I got my first ever laptop last year. All I had till now was a cracked iPhone. I had no industry connections or previous relevant experience, I just worked insanely hard. It showed me just how far this project can go – if I can achieve that with nothing, I can’t wait to see what I can achieve when I have everything.

Hey Grace, what inspired you to create ByGraceAmbrose (BYGA)?
I created BYGA to celebrate culture, creativity and individuality. Rooted in my Nigerian heritage and London upbringing, BYGA reimagines tradition into bold statements. From customisable colours that encourage restyling to our use of unconventional, non-metal materials for those with sensitive skin, it’s about joy, expression and lasting value.

How do you bring your unique perspective to the brand?
I design from a place of lived experience – drawing from both my West African roots and my upbringing in London. That fusion naturally shapes how I approach colour, material and storytelling – often combining unexpected materials and techniques to create something that feels both rooted and new.

What would a positive change in the fashion industry look like to you?
A positive change would be broader recognition that emerging designers don’t all follow a traditional path – many didn’t come straight out of fashion school with funding and networks in place. I’d love to see more of the industry create space for those who bring fresh perspectives because they’ve taken a different road to get here.

What are your earliest memories of ASOS?
I vividly remember my sister raving about ASOS when it was still new. She convinced me to try ASOS, and I found my first-ever beautiful multi-coloured dress – it fit perfectly, and for the first time, I felt seen by a fashion brand.

Congrats on being a finalist for the ScaleUp Incubator programme, Kuku! What inspired you to create Reign Studio?
Reign Studio was born out of a personal frustration. As someone who’s had boobs for what feels like forever, I’ve always struggled to find clothing, let alone swimwear and lingerie, that was both supportive and stylish. After failing to find the perfect bikini for my honeymoon, I decided I wanted to create a brand that made women feel powerful, beautiful and seen.

What challenges did you face when creating Reign Studio?
The biggest challenge was creating a product that delivered both fit and aesthetic, especially with no formal fashion training. I had to learn the language of manufacturing and build relationships with factories from scratch. Every step has been a learning curve, but it’s shaped the business to be nimble and value-led.

What would a positive change in the fashion industry look like to you?
More diversity in leadership, teams and funding. There’s so much untapped creativity in working with people of different shapes, sizes and cultural richness in underrepresented communities, but access is often the barrier. A more inclusive industry would open doors to new stories, new shapes and new ways of doing business.

How do you design in a way that feels inclusive and true to your values?
Our mission is to create pieces that support and celebrate a fuller bust without ever compromising on style. Every piece is informed by real customer feedback and tested on fit models across a range of sizes to ensure it not only looks good but fits beautifully.