Meet the founder: Alice Asquith of Asquith Clothing

Thanks to the pandemic, the transition from working from home to working out there has been just that for many – a mind-body transition. For many of us, it's been a challenge to find clothing that meets our newfound need to be completely comfortable at all times. If you're looking for elevated yoga clothing that becomes "everywear," look no furtherAsquith clothing– a popular brand for yoga teachers and non-yoga teachers thanks to excellent quality and fashionable fit. The brand makes looking comfy-chic easy and that's because the brand doesn't stop creating clothes. We chat to Alice Asquith about building a dimensional brand passionate about fashionandPersons.

What does creativity mean to you? How do you define it? What inspires you to be creative?

"For me, creativity means designing something that is beautiful, useful and valuable to others. And sustainable. A great design always stands the test of time.

Nature inspires me. Constant. The change of seasons, colors, beauty.”

What does your city offer you as a doer?

"I live in Notting Hill. I've been doing this for 30 years. I love it; all the bars and restaurants, cinemas and theaters as well as the nearby parks (Hyde, Holland) and Portobello Road are just a short walk away. I love the market and its people, diversity and energy. And I'm constantly inspired by vintage pieces I find. It's been eerily quiet during the pandemic. London always inspires me, especially Parks. And the V&A – my favorite museum. My grandmother always took us there as children. It never ceases to delight me. Full of treasures. Morocco inspires me; the bright colors, the spices, the noise, the energy.”

How did you get into this industry? What was your first job?

"My first job was in television. Music. Working for the Jimi Hendrix estate. My last job before starting Asquith was as a researcher for crime writer Lynda La Plante. It was a fascinating job. I worked with wonderful actors, directors, on sets, on scripts, but I didn't feel like it was my passion. Then my grandmother died suddenly and left me some money and I thought, 'Now is the time for a change.' I was practicing yoga at the time but couldn't find any clothes to wear. All sportswear was very synthetic and I hated the fabrics and styling. It was then that I decided to start my own clothing label for yoga, pilates and living in and in natural fabrics. It was considered quite strange at the time! I knew absolutely nothing about the fashion industry, but I had a background and a family steeped in fashion and a love of fabrics and styling. So I went on a very interesting journey.”

Why is it important for consumers to continue to seek out mindful and inclusive brands?

"Respect. Respect for each other and the planet. This is how we must live our lives. With grace, kindness and care. And people can further support by asking questions. Interact with the brand. Demand. Ask yourself, 'Who made my clothes?' It filters down throughout the company to include who makes your products. It's important to show the world as it is. We are all real people of all shapes and sizes. For Luckily, the days of perfect size 10 UK models are long gone. We have always been and always will be an inclusive brand.”

Why is mindful and sustainable production important?

"We need to look after our planet. And we all need to take responsibility. At Asquith, this means our entire supply chain. Responsible manufacturing is important at Asquith. Our factory receives regular audits covering important issues such as health and safety of workers in the factory, environmental conditions, no slave labour, good working hours and practices, safe working conditions, fair pay. Our factory is GOTS certified - this means it is certified according to the world's leading textile processing standard for organic fibers, including social and ecological criteria. We also use natural fabrics (bamboo, bamboo and organic cotton) that are better for the skin and our farmers. All of our packaging is now plastic-free. And compostable and biodegradable.

Finish these sentences: “Always…” and “Never…”

“At Asquith we thrive on:Alwaysrespect your neighbor and our planet.Neverput people and planet before profit.”

What does yoga mean to you?

"Yoga for me is a way to unwind. Unwind. To connect with my breath. To calm my mind. I also meditate twice a day and have done so for over 12 years, but yoga for me is a flowing, calming physical practice. My favorite pose is a seated, twisted pose. It makes me feel energized, strong, but also relaxed. I also love Reformer Pilates. I love spinning. And I really love dancing.”

Favorite Yogamatters product(s)? Why?

"The new Eco Flow yoga mat. I love the color coral. And how it feels when I practice. Supportive and with great grip."

What is your work uniform? What do you wear when you're not at work?

"Asquith. Obviously! I wear it head to toe when I work because it's so comfortable. Usually our Sei Grace Batwing (when it's warm) and Long Harem Pants or when it's cooler a Base Layer and Live Fast Pants. They're super comfortable but also pretty chic and I can just pop out and do a class in them, then come back and work without having to change. I literally live in mine Asquith. When I'm not at work I wear all sorts of things; Skirts, overalls, jeans, dresses, I don't have a uniform. Depends on my mood…and the weather! I wear what feels good to me. I don’t follow trends.”

What gives you energy and keeps you recharged?

"Life! And great food. Good company. And when I need to recharge... a walk in nature."

Favorite movie, book, app, podcast, game at the moment?

Movie - "There are so many. I love Pulp Fiction and Room with a View off the top of my head."

App – “My Ten Pilates App”.

Podcast – “I Love”Happy placeby Fearne Cotton. Insightful and inspiring.”

Game – “Backgammon”.

Discover Asquith's essentials and shop comfortable basics for yoga and beyond at Yogamatters.com