WHY CHOOSE ASHMEI?
TIMELESS IS SUSTAINABLE
Lots of brands aim for sustainability in their approach to cycling apparel. At ashmei it is part of who we are.
We’re not motivated by following trends or designing for fads. The demands of a sunny summer evening or a grizzly winter morning will be largely the same in a decade as they are today. It’s why every piece of clothing ashmei makes is designed to remain useful long into the future.
Yet if the changing of the seasons remains near-constant, our understanding of the responsibility we owe the environment is shifting more rapidly. While nature provides the setting for our adventures, even human-powered endeavours are not without their impact. It’s why for us sustainability is every bit as important as performance.
MATERIALS MATTER
Springing from an obsession with material technology, ashmei puts equal effort into understanding the environmental impact of our choices as we do tailoring them to benefit our athletes.
Whether working with suppliers to ensure the ethics and sustainability of our supply chains or developing bespoke recycled fabrics, behind each garment lies significant research and investment.
our own timeline
Our active life does not follow fads and neither should your clothing.
The horror of unnecessary obsolescence informs the way we style and sell our clothing. Unbeholden to market trends, we’re free to update items only when there are real improvements to be made. At the same time, retaining control of our manufacturing processes allows us to further reduce wastage. Even our muted colour palette and minimalist aesthetic are designed to place our products aside from the fashion-driven churn that animates so many sports brands.
Minimalist does not mean simple.
an accountable supply chain
ashmei extensively researches our manufacturing partners to ensure they subscribe to the highest environmental and welfare standards. A recent example of this is our collaboration with Lithuanian fabric manufacturer Utenos. The first in the world to be certified by Greenpeace as complying with its strict environmental procurement standards, it produces the Merino + Carbon fabric used in everything from our baselayers to ride jerseys. Helping us eliminate toxic chemicals involved in creating our clothing, it’s equally dedicated to reducing wastage throughout the production cycle.
YOUR PURCHASE IS JUST THE BEGINNING
As our garments leave the factory, we’ve also endeavoured to cut down the use of disposable plastic packaging. Due to the procedures of our suppliers, some of our garments formerly travelled between manufacturing and distribution centres in polypropylene bags. However, from this year these are being replaced by biodegradable alternatives, allowing our clothing to reach you in immaculate condition, but without the unseen cost in terms of single-use plastics.
GIVING SOMETHING BACK
ashmei is a member of the 1% for the planet initiative. This means we send one per cent of our revenue to environmental charities. By choosing to donate from revenue rather than profits people buying ashmei products can be sure of the percentage going towards these causes.
It also means unexpected costs incurred by us won’t eat into the benefit. Independently audited, not only does our membership of the initiative help make the most of the money we donate, it also allows consumers to have confidence that we’re upholding our side of the bargain.
