Intro to.. Asmuss

Intro to.. Asmuss

Hello Clare & Fiona, tell us a little about yourselves and how you created Asmuss!

One of the reasons we decided to start Asmuss was that we wanted to do it all when we travelled. We wanted to hike in the Torres del Paine, walk the Inca trail, visit art galleries, dine at the best restaurants, drink the local wine and do everything in between.

While organising ourselves for our six-month adventure around Latin America and Europe we found it difficult to find clothing that also did it all. 

Although it’s easy to find functional adventure clothing, clothing that is functional, has technical benefits, is well-designed specifically for women, and, stylish, and ethically produced is not.

Whenever we would speak to other female adventurous travellers, especially those that liked the finer things in life, they would also complain about the lack of well-designed adventure travel clothing for women.  This was especially the case when they found out they were talking to a fashion designer.  They all had ideas of the styles and improvements they wanted in their travel clothing, so we listened to them.

Finding sustainable fabrics that have technical innovations that work with your body, feel good & look great has been a focus in the development of Asmuss®. Fabrics used don’t look or feel like typical technical fabrics but they include benefits such as using infrared energy that your body emits to cool or warm you as needed, being 25% lighter & 50% faster drying & have built-in odour control to keep you smelling fresh.

Clare’s background is in fashion design and textile sciences, while Fiona has a commercial  & travel industry background. Using these skills they have created a fashion brand with stylish design & functionality whether the experience is hiking the Milford Track, walking the lanes of Venice or drinking a Malbec in Mendoza.

All garments are designed & ethically made in the UK. Asmuss use ethically farmed wool, recycled or bio-based polyester fabrics, and sustainable zips.

Designs are simple & stylish with a twist so they can be worn across seasons & locations.

All your pieces are technical and functional - how do you get inspired when designing new pieces?

Asmuss is made for women with a spirit of adventure. Strong, independent women who like to get outdoors, explore new cities, countries and landscapes and experience what the world has to offer. They want a travel wardrobe that will do it all and still look stylish.

All our pieces have to be functional enough to use for multiple situations when traveling and also be interestingly designed. So I love looking to places I have travelled, what experiences I had in them and the countries cultural heritage.  I then blend in the functional aspects we want in the garments. The garments always contain interesting pattern cutting details and a twist to the design.  The fit and style has to make the women feel great when wearing our pieces so that they can enjoy their travel experiences even more.

For us here at Aequem sustainability is everything. Tell us what sustainability means to you and Asmuss?

We love to travel and interact with different cultures and people. To respect the places we visit and the people we meet we endeavour to produce our designs as ethically and sustainably as possible.

Looking after our planet and people is something we can all do if we just think a bit more about what and why we buy. 

We look for sustainable fabrics, which can be very difficult for a small label using technical fabrics; and our garments are produced in a not for profit factory. We think about all the areas of the processes, the people who have touched and worked on different aspects of the garments before it gets to the final customer.

Our designs are seasonless. They are simple but with a twist. This means that they can be worn across seasons and locations and do not require dry cleaning.

We love the style with function Asmuss has. How did you develop this aesthetic?

We wanted to show technical adventure / travel clothing could be well designed with interesting pattern cutting and be equally stylish as your fashion clothing. The pieces could fit into your wardrobe as everyday pieces that you would be happy to wear anywhere, but you would have all these added benefits like temperature regulation, anti-odor, water repellency and more, while being able to wear Asmuss hiking up Snowdon or walking along the South Downs Way.

How or where do you like to wear your pieces?

We have had our whole family kitted out in Asmuss and gone hiking (glamping) the Hollyford & Milford tracks in New Zealand’s Fiordland.

We’ve worn Asmuss in Las Vegas and in Marfa, Texas while travelling to see some truly amazing art.

Mum wears her pieces all the time walking her dog along the beach.

I love wearing the water-resistant trousers walking around London on rainy days. They are just very easy to wear, dress them up or keep them casual.

We always feel stylish when wearing Asmuss as they combine function and form.


Okay, so now more about you…


What’s the first thing you do when you wake up in the morning? 

Clare: Usually think about going for a run or doing some yoga, but it is very weather and mood dependent if I actually go out for a run. It is much easier now the sun is rising a bit earlier.

Ps. I wear the Asmuss Twisted leggings running and they are really comfy.

Fiona: As I am usually based in New Zealand the first thing I do is usually call Clare in the UK to discuss anything that has happened overnight or that we need to plan for that week.

If you could wear only one thing for the rest of your life what would it be? (not including your fave pieces from your label, obviously.)

Clare: I couldn’t live without a pair of spectacular optical specs.

Fiona:  It would probably be one of the pieces of beautiful hand crafted NZ contemporary rings that have been made with stones collected during our travels.

If you were a celebrity, who would you be?

Clare: Not a question for me as I’m not really a celeb person.

Fiona: I’m struggling to think of a specific celebrity too. It would have to be someone that blended interest in art, sustainability and love of travel, food & wine. If you can think of who that might be, let me know!

Out of your current collection, which is your favourite piece and why?

Clare: My favourite piece changes depending on the weather, but I really do love our Pleated Culottes. I love that I have felt fabulous wearing them to art gallery openings and also hiked through the NZ bush in them.

Fiona: The Asymmetric Pleated Dress is my favourite.  You can truly wear it anywhere and I love the way it moves so beautifully, especially in the Tencel/Recycled Polyester blend.

It has been great getting to know more about you and Asmuss, if you could give one piece of advice to our readers to take away with them, what would it be?

Think. We know we’re not perfect but if we all just thought a bit more about where what ever you are about to purchase has come from, the impact to the people and the planet, we will start making a positive change.

Shop the full Asmuss collection at Aequem here.

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