Dedicated to creating high-quality clothing with natural fibres, the label’s aesthetic mixes Scandinavian simplicity with an air of femininity. With a strong belief that clothes should make you feel as good as they look, the brand offers a range of sumptuously soft sweaters, tops and scarves in bold colours that are made to last for seasons to come.
Here, we went behind the brand to find out more…
What was your reason for launching the brand?
It sounds like a cliché, but I struggled to find cashmere that was unique, smart enough for work and good quality at a price range that was still possible to pay for most consumers, so I decided to start creating it myself.
Furthermore, I really wanted to create a brand that has good karma. At the hearth of Asneh is love. Love for quality, for well-thought out design and a core belief that one can build a business on humane values.
What’s your background?
I have an M.A. from Copenhagen University, and have always worked in the media/lifestyle/fashion industry. My first proper full-time job was for a well-established big British fashion company in London.
From where do you get your inspiration?
From everywhere: travels, art, history and the world around me. I think it is very important to look outside fashion for inspiration. I always work with muses and story lines.
If you could start over with the business, would you do anything differently?
Well, we all have to learn from experience, so obviously there are things I would do differently. Having said that, it is really mainly because the world, and especially industries like retail, media and fashion, is changing rapidly at the moment and that means the old rulebook is largely passé. There are things that were right even three years ago that no longer are relevant.
What is the hardest challenge you have faced since you started the company?
The hardest challenge is not to get sidetracked by a lot of small things, like administrative stuff that really can eat your time. Obviously there are also big challenges such as sales, setting up supply chain etc. but all these are expected and known when you make your business plan. The small things you don’t think about until they have to be dealt with.
Tell us one fact about you that people wouldn’t know?
I love to travel and to travel off the beaten track. Travelling is a big part of my life and it is reflected in my designs where I mix Scandinavian style with inspirations from other parts of the world.
To date, what has been the highlight since launching?
The biggest reward is seeing other people representing Asneh, whether it is in the media or it is people wearing my designs. It has always been very important for me to design clothes that are very wearable, so I really love when I see people wearing them; there is no greater compliment. Of course, it is also very interesting to see how others style our clothes.
2018 is soon here, where do you plan on taking the brand?
Expanding into new markets is top of the list. Further down the line are new product categories.
Which city do you feel most at home in, London, Paris or New York?
Always London. I’ve lived many years in London (although I don’t anymore) and it always feels like home. Having said that, I’m one of these people who have a lot of hometowns.
Three beauty products you can’t leave the house without?
Perfume, mascara and sunscreen.
Individuality, kindness and quality.
Best thing about London to you?
I love the city, I love the people and the spirit of London.
Statement shoe or statement bag?
If you had to, what piece of clothing from your wardrobe would you wear everyday?
Light weight Asneh cashmere scarf. They are perfect all year round and can transform any outfit.
Favourite love song?
Dance me to the end of love by Leonard Cohen.
Best place for a tea?
Perch’s tearoom in Copenhagen is the best. The setting, the service and the tea everything is so perfect.
Most memorable piece of advice given to you?
If you want people to do something for you, make them think it is their own idea.
Books and perfumes!
If you could spent 24 hours in anywhere in the world, where would it be?
India. I’ve been so many times and I keep returning because it has so much to offer. The colours, the people, the landscape and fantastic food, too.
In future, how do you plan on expanding the company?
I am working on building on the product categories. Right now there are two in the pipeline, but we are still testing as it really has to be something special and 100 % perfect.
Find out more…
www.asneh.com and @asnehcashmere on Instagram.