ashmei x Passoni announce 6-piece capsule collection and pop-up London store

ashmei and Passoni partner on a six-piece capsule collection of luxury cycling apparel and a London pop-up store

ashmei, the British-based technical sportswear manufacturer, has announced a limited edition capsule clothing collection alongside prestigious Italian bicycle manufacturer Passoni. The apparel is crafted using the traditional ashmei methods, but with a twist, such as the yellow alcantara fabric touches, reflecting the desirable nature of a hand-built Passoni frame.

Traditional ashmei manufacturing, with Italian Passoni flair results in a unique collaboration

Combining British design with bespoke Italian craftsmanship, add rigorous attention to detail, and the result is a collection aimed at the performance athlete.  The six-piece range features a soft shell jacket, long sleeve performance jersey, short sleeve jersey, bib shorts and a lifestyle t-shirt, machined in the MERINO+CARBON technical wool combination we referenced in our ashmei focus.

Commenting on the collaboration, Passoni’s Sales Manager Danilo Colombo said: “The bikes we create offer cutting edge technology, high quality materials and components as well as a classic Italian style. We think this is perfectly reflected in the beautiful new range of clothing we have designed with ashmei”. Stuart Brooke, founder of ashmei, added: “It felt to me as though there was a great deal of synergy between Passoni and ashmei in terms of our values and the way we approach design. They, like us, are incredibly material focused and aim to make the ultimate product. This made the collaboration a natural and organic fit. We are incredibly proud of the results.”

To celebrate this collaboration, ashmei is hosting a pop-up store in Ham Yard, within the heart of Soho London, until May 19. The capsule collection will be displayed alongside other pieces from ashmei’s 2017 collection. ashmei gave Short Motivation a heads up on what you’ll find at the store and it will include a preview of some exclusive running pieces which will go live on the ashmei website after the closure of the pop-up store. Expect a not-to-be-missed exclusive ashmei sample sale to be held in the store from May 18-19.

Pieces from the collaboration can be bought exclusively from the Passoni website or from the ashmei pop-up London store, open Monday to Friday 11am-8pm, Saturday 11am-7pm and Sunday 12noon-6pm.


About Author

Alex is a keen fitness and nutrition enthusiast, residing in the US, and contributes to travel, fitness and nutrition tips, news and other interesting tidbits.