About Asmar Equestrian
Your Questions Answered - An Interview with Noel Asmar, founder of Asmar Equestrian
Q: How did Asmar Equestrian come to be?
For over a decade, I have been designing apparel for elite spas and resorts (fitness, suiting, shirting uniforms. My proudest moments are when people tell us how great they feel in our clothing. Having been a rider most of my life, my venture into design of equestrian apparel emerged when a couple years ago, my husband and I built a home along with a barn to nourish our love for horses. Spending more time with my horses meant more time wearing equestrian apparel. I was on the lookout for a good coat that would keep me and my saddle dry - we live in British Columbia, Canada and get our fair share of rain. I couldn't seem to find much more than heavy oil skinned, long unflattering coats. The experience pushed me to design pieces for myself that weren't on the market in the tack stores. My first design was the All Weather RiderTM- my signature, long, soft shell coat that takes you in and out of the ring in style. Once I started designing equestrian apparel for myself, I knew there was still a place in the market for premium quality fitting equestrian apparel. We officially launched Asmar Equestrian in January 2011.
Q: Where do get your inspiration?
I am inspired by riders and the equestrian lifestyle. Design for me is a very personal journey based on instinct and intuition. I love classic beauty with hints of fashion. My mission is to create fashion forward designs with innovative details to create a renewed excitement for a traditional sport. Yet, AE designs are timeless classics, made to last!
Q: Who are your fashion icons?
Hermes, Elie Saab, Max Azria. - classic, modern & elegant.
Q: What is your favorite piece from your AE Collections?
The All Weather RiderTM- it's flattering on all body shapes and it's the one "must have" piece in a rider's wardrobe. I have one in every color! This jacket takes me out on the trails regardless of the weather - keeps me and my saddle dry as it zips up in the back and front to unveil a waterproof skirt that covers your saddle. The jacket stretches - perfect for riding, training, barn chores and even out to run errands.
Q: How would you describe the Asmar Equestrian Client?
AE is designed for performance and style. Our clients are stylish, confident equestrian enthusiasts that appreciate flattering premium quality apparel that goes beyond the ring. A typical AE client lives an active, busy lifestyle and needs practical, stylish clothing to get through the day looking and feeling great.
Q: How would you describe the Asmar Equestrian Collections?
We're designing equestrian apparel to elevate everyday experiences in and out of the saddle. Our commitment to quality selected materials and refined tailored fits will provide you with premium equestrian style. AE is a symphony of thoughtful details, rich color palettes, elegant attributes, tailored modern apparel with slimmer silhouettes in outerwear and show jackets using the latest fabric technologies.
Q: Is there a common thread among all your collections?
Yes. All of our garments STRETCH. We carefully select appropriate fabrics for each design, function, purpose and treat our customers as elegant athletes. We don't sacrifice comfort for style!
Q: Describe your team.
The Asmar Equestrian Team is the backbone of our business! We hire and fire for attitude and train for all the rest - so you can be sure our staff are genuinely fabulous - they will go beyond the call of duty to "wow" you! I am so proud of each and every member of our team. We have riders and non riders. When we do sample fittings, we often use our staff, not porcelain mannequins. Our staff are very knowledgeable about our collections and experience our garments first hand.
Q: Why do you think people should choose Asmar Equestrian Apparel?
Five reasons: quality, fit, style, innovation and a fabulous color collection.
The All Weather Rider™ coat won the Most Innovative Rider Clothing of the Year 2011, as awarded by the British Equestrian Trade Association. Judged to be an “elegant, multifunctional garment, well tailored to allow plenty of movement and flexibility.”