Her flagship business provided the resources for lab testing all fabrics to answer questions of longevity and quality, and as Asmar began developing pieces for the rider, she sent her designs out into the field, for more testing and feedback. With offices in Vancouver and the production warehouses in the USA’s Washington state, Asmar’s team works diligently to produce pieces that stand out in every way. They live by the company slogan, “made for the way you move.”
Pushing the Envelope
“We get lots of feedback, and we constantly adjust our fit,” Asmar says. “We continue to push the envelope while maintaining a consciousness of the conservative nature of the show ring.” One example is Asmar’s machine washable, soft-shell Wellington Hunt Coat. It has a classic, form-flattering cut, but its most popular feature is the bright pop of color that lines the interior panels. That color blast illustrates Asmar’s willingness to take a risk without crossing a line; the color is a subtle touch that is nearly invisible, until a rider lands from a fence and the sides of the coat fly back for a moment. And the fit, with vents designed in very specific places, is designed to be flattering for a rider seated in a saddle.
We continue to push the envelope while maintaining a consciousness of the conservative nature of the show ring. “The style and function details are very meaningful when you’re in the saddle,” Asmar adds. “The cuffs of our breeches are tested for abrasion to prevent wear and pilling, and they have a tube sock built in so that they don’t bunch up. Our newest shirt has magnetic closures instead of buttons. I love the details. That’s what makes the difference.” Top: Stephanie Tidball wears the Wellington Hunt Coat in Midnight Navy and the Longsleeve Show Shirt with black and white buffalo check detail. Photo ©Totem Photographics Bottom: The All Weather Rider’s Jacket’s distinctive cut helped make it Asmar’s flagship piece Inset: Bright lining of the Wellington Show Coat
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