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Ashmei’s turn to take run at UK market
Running brand to offer “ultimate performance” with limited collection
Running clothing brand Ashmei is launching into the UK in a move it said will provide the market with ‘the best running gear’.
Ashmei is the sister company to Blue Associates, which has been designing high-performance clothing for a large number of blue chip brands since 1997.
Stuart Brooke, the founder of Ashmei, said this had given the company a wealth of experience in what runners are looking for in terms of functional, technical garments.
For instance, it is using eVent waterproof, breathable fabric which he said is 2.5 times more breathable than Gore-Tex.
“We decided it was time to do it for ourselves by launching Ashmei,” Brooke said.
“I’m a runner myself and had been buying and wearing products from the market and finding they lacked in performance. I was running in cycle gear because I found it better.
“Ashmei has been designed to offer the ultimate performance for running.”
Brooke said this goal to provide the best will likely mean Ashmei only ever offers 12-15 products.
“There will be seven products at launch but there will probably only be 12-15 once the line-up is complete.
“We don’t want to offer choice; we want to offer the best. There’s no point making that claim then offering something slightly less than the best so we’ll only have one waterproof jacket etc.”
Brooke said this won’t stop Ashmei evolving its products and that it will periodically update its range to ensure it remains cutting edge. He likens this to car manufacturer Porsche and its 911 series.
Ashmei products will be available from this autumn, primarily sold through the internet supported by limited retail distribution, including London’s Suka Sport (see SGB Sports May).
“It is not typical running gear. There’s a lot of repetition in the marketplace, with people using the same technologies and fabrics. It’s time someone came in and shook the market up and said ‘you don’t have to look like this and use these fabrics’. There is an alternative.”
