Ash­mei

High-end Bri­tish per­for­mance sports­wear

Runner's World (UK) - - Gear -

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.

ash­mei.com

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