What inspired you to create a sustainable fashion brand?

We were inspired to create Asmuss as we saw a need for a versatile, sustainable clothing that could travel easily and work hard, without compromising on style. We wanted to give modern women a wardrobe that can do as much as they do.


What are your favourite ways to incorporate sustainable and ethical practices in the day-to-day of the brand?

Asmuss builds sustainable and ethical practices into every decision we make whether it is the fabric we use, where we make our clothes (in London at the Making for Change project that helps train and support female prisoners through the development of skills and qualifications), the very small numbers we make to our packaging or even using the bike or public transport as much as possible. We are not perfect, but we make sure we think about the sustainable and ethical impacts of everything we do.

What are your predictions for the future of sustainable fashion?

Sustainable fashion will become the normalised with people making more considered purchase decisions and are able to see through the huge volume of greenwashing that occurs. 


Can you tell us something about your favourite item?

Our new Heed T-shirt is produced with no waste. The full width of the fabric is used including for the drawstring and the small amount scraps from them are used as stuffing in other products. Plus, it is beautifully draped shape made in our Recycled and Trees fabric (a blend of recycled polyester and Tencel).

What inspires you to do good through your brand?

Asmuss is inspired to have a positive influence as we believe that everyone should be treated with respect and that the decisions, we make today have a impact on future generations.


What can customers expect from your brand in terms of quality, materials, involvement in current sustainability/ethical issues?

Customers can expect from Asmuss innovative sustainable fabrics, made in very small amounts locally by socially positive and ethical manufacturers. We aim to minimise waste from the designs being seasonless, to how they are manufactured and by not overproducing.

Finally, what’s your best advice for being more sustainable and responsible in everyday life?

Be aware of the impacts of your decisions and make them consciously. You may only be one person, but you can make a positive difference if you choose to.