High-end British performance sportswear
When Stuart Brooke founded Ashmei in 2011 he created it with a vision – to forge the ultimate premium-performance sportswear company. Having designed for the likes of Rapha and The North Face, Brooke was determined there would be no new-to-market uncertainty about the products. The brand was an immediate hit with runners. The restrained colour palette (red, grey, black and white), understated logo and attention to detail mark it out as different, as does the prevalence of merino wool. Using such a premium material as a staple fabric adds to the cost but Brooke insists it’s worth it: ‘Merino is the perfect solution to most of, if not all, a runner’s needs,’ he says. ‘It’s naturally temperature-regulating in both hot and cold, ultra-fine and light, antibacterial, anti- odour, super- comfortable, odourless, biodegradable and sustainable.’
Despite prices such as £90 for the men’s shorts and £109 for the women’s long-sleeved top, Ashmei has thrived; the collection has now grown to over 30 styles for both men and women. And the name? It’s an anagram of the name of Stuart’s daughter Meisha. The big softie.