UK Based Designer

Asmuss is made for adventures. Focusing on comfort and versatility their garments are ready for whatever you need to do whether that’s popping to the shops or climbing a mountain.

Asmuss was founded by a pair of passionate kiwi sisters, Clare and Fiona. The original idea was inspired by travelling and has since evolved to be about versatility; “designs that are comfortable so women are able to do whatever they set their minds to”. The garments are made to be worn for whatever you need to do that day, whether it is “work, exploring a city, heading out for dinner or going on a hike”.

Asmuss centres itself solidly around positive sustainability and ethics. To them, sustainable and ethical fashion means “that the impacts on people and the environment are taken into account when the designs are created and used”.

They endeavour to use as “sustainable material as possible”, while at the same time “minimising waste and caring for the people that contribute in all steps of the process”.

As a small business, Asmuss identifies a key struggle for small sustainable brands and that is of cost. Despite what you might think, sourcing a smaller quantity of sustainable fabric is more expensive overall. This is coupled with the “price sensitivity of customers” which can be challenging as they want “lower and lower prices without thinking about what goes into a garment”.

It can be hard to cut through the noise of larger, less sustainable brands, to communicate and educate people that although the initial cost of the garments may be more, “sustainable fashion provides much better value when you look at the cost per wear basis”. Because Asmuss garments are trans-seasonal, there is valuable wear that you can make of every garment throughout the entire year.

For Asmuss, the biggest benefit of employing sustainable and ethical practices in their business, is knowing that they are reducing their “impact and having a positive influence on people’s understanding of how to be more sustainable in their clothing choices”. This positive influence also extends to encouraging good practice for care of garments to increase their longevity!

Looking to the future, Asmuss “want to create clothing that allows people to look and feel great, help people to be more sustainable in their fashion purchases, all while moving toward circularity”.