The trends for ‘athleisure’ and ethical fashion may be booming right now, but they’re old news for Alice Asquith. It was way back in 2002 that she founded Asquith: a stylish brand offering luxe yogawear, sustainably-made from eco-fabrics. Launching in the era of shiny Lycra and unflattering sportswear, it was important to Asquith that women felt comfortable and elegant in the collection, and actually wanted to wear the soft leggings and comfortable cover-ups – whether on the yoga mat, running errands or just meeting a friend for coffee.

asquith london yoga

Fast forward to 2016, and Asquith’s beautiful quality activewear is more popular than ever. With customers increasingly concerned about sustainability and ethical practices, choosing Asquith’s responsibly-made certified organic cotton and bamboo just makes sense. “Being kind to people and the planet is at the very heart of the Asquith brand,” explains Alice. Making customers feel their very best, women working with women – and taking Asquith global, we found out a little more about the entrepreneur behind a rather beautiful brand.

Motivation for me is all about…

 
Ethically making activewear using the best quality eco fabrics. Women can then treasure Asquith clothes knowing that the planet and people have not been compromised for profit. I also want women to feel great in Asquith on and off the mat – with the fit, cut and softness of the fabric being the very best possible. A woman wrote to me a while ago who’d had breast cancer and recently underwent a mastectomy, she said that for the first time in years, whilst wearing Asquith, she felt sexy and pretty. That made my day.

asquith activewear

Success means…

 
We’ve been around for 14 years now. I’m keen to expand the Asquith brand globally. We’re launching in the US this year and I’m excited about being able to spread the word and take our sustainable and lifestyle message worldwide. And to create a community of like-minded women who share tips and advice on health and wellbeing.

I couldn’t have got there without…

 
Creative inspiration and encouragement from my mother and grandmother and the loyalty and support from my amazing team. Plus the generosity, enthusiasm, input and design ideas from numerous yoga and Pilates teachers over the years.

asquith london yoga clothes

I always start my day with…

 
I wake at 6am, have a shower and start the day with 20 minutes meditation. I’ve been practicing Vedic meditation now for over six years, meditating for 20 minutes twice daily and it keeps me focused, calm, grounded and gives me amazing clarity and energy. Then I’ll do ten minutes yoga stretching followed by a fresh ginger tea whilst I read my emails, to the sounds of Shaun Keaveney on BBC Radio 6. I love my early morning starts.

When I don’t feel inspired I…

 
Go for a walk in the park to switch off and feel calmed by nature. I live close to Hyde Park so I’ll walk through the park to the V&A, my favourite museum since childhood – I visited with my grandmother when I was little and we’d always explore the Fashion Department. The V&A never fails to inspire me creatively. I just pick any room and marvel at the design – it’s the greatest museum in London and we’re privileged to have it.

asquith london

The landscape for women in business today looks like…

 
I find a huge amount of support from women in business. In the wellbeing community I work with so many yoga, Pilates teachers, studio and spa holiday owners. We cross promote and support and share. It’s a relatively small and tremendously supportive community of wonderful women. And working in sustainable fashion I’m always meeting interesting and wonderful women who want to promote the benefits of ethical fashion.

The trait I most deplore in others is…

 
Bad manners. Can’t bear it when people don’t treat each other with respect.

asquith yoga

I’d like to be remembered for…

 
Making women feel beautiful, elegant, comfortable and feminine when they wear Asquith and enhancing their experiences – whatever they’re doing. It’s a tall order but I know it’s something we already achieve, and that delights me.

What makes me happiest is…

 
Being with my partner exploring a new city, looking at great art, staying in a lovely hotel, eating delicious food, all bathed in gorgeous sunshine. Perfect. He and I are both hideous planners so we always get the most out of a place.

asquith london activewear

Can I run in heels?

 
If I was being chased by an angry, grizzly bear, yes.

For more information and to shop the collection see the Asquith website. You can also find the brand on Instagram, Facebook and Twitter @asquithlondon.