Here at House of Coco we are always on the lookout for stylish brands making an impact in the fashion industry. If you haven’t come across Asquith London yet I guarantee once this conscious fashion brand is on your radar, you’ll be spotting it regularly in your yoga class, on the school run and in your local coffee shop.
Founded by Alice Asquith in 2002, this yoga and activewear range combines high quality with style and best of all this ethical, eco-friendly brand is not just for the yoga mat, it can be styled for a more relaxed day look. Alice who was taught to ‘make and mend’ by her grandmother has always made her own clothing, when we meet at the Asquith Eco Summit, she is sporting a stylish floral jacket she made in her 20’s and it still looks chic and timeless on her. She greets me like an old friend and wants to know what I think of the brand. I’ve got to be honest, hands up, I hadn’t come across Asquith until recently. My yoga kit is mainly dominated by Nike staples and the odd piece of Lulu Lemon however I’ve a feeling this is about to change.
The new collection is a range of wearable staples, beautifully designed with soft, durable fabrics. It’s inspired by Alice’s love of Miami and its Art Deco buildings. Pops of blue and white are scattered throughout the pieces. Asquith’s style is classic yet flattering and multi-functional, you can easily take it outside the studio. I have to be honest, I live in my Asquith Harem pants and have my eye on their jumpsuit, ideal for travelling in.
The range features two core fabrics, Bamboo and Bambor (a natural performance fabric Alice developed and trademarked). Both are ethically made in a Global Organic Textile Standard approved factory in Turkey. Bamboo is an environmentally low-impact and sustainable fabric, it’s ideal for activewear as it’s breathable, naturally anti-bacterial and wicks moisture from the body to the exterior of the fabric so it can evaporate more easily. Asquith is always innovating and looking for ways to increase their sustainability taking cues from leading fashion brands; “Stella McCartney is leading the way when it comes to sustainable fashion, says Alice. She lives and breathes sustainability with her brand. And I love her use of modern, innovative fabrics and technology and focus on a more circular economy”.
It’s evident that Alice is on mission to produce stylish pieces that are made with love and you can feel that her new collection is a labour of love. Asquith is not just about the environment, its about the people. Alice regularly visits the factory in Turkey that makes her collection, run by a strong female matriarch character. “It’s like one big family, we lunch together, swap recipes and there’s a real sense of togetherness” she says.
Asquith is a brand that produces gorgeous clothes with a conscience. For more information on the collection visit www.asquithlondon.com