Ashmei have set out to create an exciting new range of cyclewear and set a new benchmark of excellence in performance and comfort. With years of experience in the industry they’ve set out to break the mould, disregarding the usual price constraints and focusing on being the best.
The British brand ashmei have been quietly building their sportswear brand since 2012, launching the beginnings of their cycle specific line in 2014. From a small collection of just 3 pieces, innovative and unique items have been added resulting in a mature and stylish range released at Eurobike 2016.
From the beginnings, Stuart Brook, the founder and designer of ashmei, decided that, instead of being price focused, they would be entirely customer and performance focused. “When you remove target price points and focus on developing the very best, it allows you to become much more creative and product focused”. Stuart has aimed to use the best fabrics and designs to create the ultimate product and if it doesn’t come up to scratch in terms of performance and style, they won’t launch it.
With their money-no-object approach ashmei settled on beautiful superfine Merino wool which they claim is“peerless in performance terms”, but with a little innovative addition. Ashmei have blended carbon particles into the merino fabric which is reputed to increase the wicking speed by 10x and reduce the drying time by a half. Added to the impressive attributes of merino itself, thermo-regulating, ultrafine, smell resistance, biodegradability and sustainability, that’s a super fabric.
Ashmei know their target audience, the most discerning cyclists looking for the best products and wanting the least compromise. One of their new flag-bearing pieces is the King Of The Mountain Jersey (£129) – a race inspired short sleeve made from their carbon blend fabric. It boasts 3 rear pockets and a secure zipper pocket and oodles of refined style.
The brand haven’t forgotten the ladies either, there is a Queen of the Mountain jersey (£129) within the new collection boasting the same features as the male option, as well as softshells and bibshorts to make the top to toe look complete.
Ashmei are laying down a great start in their aim to become ‘the Dyson of sportswear’ offering great looking products made from the best fabrics and with the best cuts. We look forward to seeing their understated style out on the roads, with the darker season coming, the drying properties will be well tested.
For more information head to ashmei.com.
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Words: Photos: Trev Worsey / Cat Smith / Ashmei
