Having a bit of a fashion background I love my riding outfits to be not only functional but also chic and sleek. So I was more than happy when I found Canadian fashion label Noel Asmar and their equestrian fashion line Asmar Equestrian. You have seen the outfits in almost every of my posts as I wear them daily. I love the high quality of the technical fabrics, that are breathable, light weight, sun protecting (SPF 50+) and depending on the product super cozy and warm for training in cold winters (like the cashmeres). But most of all I love the sporty, sleek cuts and fit that is for me just on point.
I feel very honoured that AE‘s founder and CEO Noel Asmar herself told me a bit about her brand.
Who founded Noel Asmar equestrian (who stands behind the brand) and why (what drives you)?
I have been a lifelong equestrian enthusiast, and my journey towards launching Asmar Equestrian actually began with my hunt for the perfect barn jacket. Living in British Columbia, Canada I needed a jacket that could withstand our rainy weather, but that was also stylish and flattering both in and out of the saddle.
I realized there was a void in the market for premium functional equestrian apparel, and when I couldn’t find what I needed, I decided to make my own! With over a decade of experience manufacturing premium uniforms for spas and resorts around the world, I was lucky enough to have this access at my fingertips!
We proudly launched Asmar Equestrian in 2011, and The All Weather Rider Jacket was awarded the “Most Innovative Riding Apparel” Award at BETA in its inaugural year at market. In six short years we are proud to have grown the line into two seasonal collections, partnered with a number of top show facilities around the world and had the honour of dressing the Canadian Equestrian athletes at the Rio 2016 Summer Olympics.
I continue to be inspired everyday to empower people through design. I strive to create unique, functional and stylish designs that enhance the wearer’s experience.
What is the company’s philosophy?
We design for fit and function, ensuring that every style is made for the way you move. Purpose driven designs and transitional pieces that offer style in and out of the ring using only premium fabrics that breath, stretch and move with the rider, we are proud to offer sizes from XXS to 3XL to suit everyBODY.
What materials & technology do you use and how do you test it? What is your policy concerning environment and recyclable materials?
Rooted in wellness, our brand model is to offer thoughtfully designed styles that consider the entire equestrian experience. Our sun shirts, and most recently some of our show shirts, include a UPF50 sun protection treatment to ensure we offer the highest level of skin care. We are continuously looking for innovative new fabrics that enhance the equestrian experience. We are known for our outerwear, and offer a number of water resistant styles that have proven to offer 10,000 MVT/10,000 WPR. We are proud to manufacture a majority of our product volume locally within Canada, and vet our international vendors extensively to ensure premium quality materials and practices are followed.
What are your plans & goals for the future? Are there new products/lines/etc planned?
We are always looking forward to “what comes next”. We just launched the Noel Asmar Equestrian Fall/Winter 2017 collection and are thrilled with the industry reception so far! We continue to take our client’s feedback every season and build on the brand’s vision to create innovative new styles for the equestrian lifestyle – both in and out of the saddle.
We also proudly launched Noel Asmar Collections this year, a premium women’s fashion line for the wellness traveler. Timeless silhouettes that transition through any season, we were inspired to create this collection upon the request and encouragement from our equestrian followers. Accompanied by our growing line of Italian leather handbags, belts, boot & helmet bags, we are proud to offer something for everyone!
Here are a few glimpses at the new collection which you also find on asmarequestrian.com
Those who follow my social media will recognize many of the looks and know that meanwhile I wear my AE outfits on almost all occasions… -yes even during my short diving trip to Croatia 😉