What we love about Asneh is the wonderful, positive energy that this brand emits. When you get to know brand creator, Lone, you realise that it’s absolutely no surprise why this cashmere specialist is universally liked and respected. Today we shine our W.E. fashion spotlight on a brand which has value, knowledge and skills behind each and every element of it’s creation.
Asneh is a Danish luxury fashion brand which focuses on knitwear and specialises in cashmere, silk and other natural fibres. As the brainchild of Lone Schmidt Janssen, we were proud to launch this brand in our Christmas Leiper Gallery concept store and Lone herself was in attendance to meet and mingle with fellow designers and loyal customers. A great networking event, it was a real pleasure to chat and interact with such a talented and elegant European designer.
Lone’s CV is nothing short of impressive. With a background in Media Marketing & PR (a master thesis on the subject no less!), Asneh was clearly destined for creation when you discover that Lone worked for large media companies, TV, print and digital clients and was previously responsible for dozens of brands commercial interests in various big name fashion and lifestyle magazines (Elle to name just one).
Understanding the link between fashion and the media and utilising her knowledge of European tastes, Asneh’s great ethos and translation of ‘love’ lends itself perfectly to the Scandinavian aesthetic of clean and simple lines, quality and style. It was fascinating to watch customers in Glasgow gravitate towards the scarves, bow blouses and v-neck jumpers and stroke, feel and touch the super soft fibres as they struggled to narrow their choice down to a final decision. For us it was a visual education in classic style, simplicity and knowing your target customer. Yes, you can buy a cashmere jumper in M&S, John Lewis or multiple luxury boutiques, but when you add a single style twist that makes it stand out from yet another fast fashion purchase, you’ve struck gold.
Now, as we enter Spring/Summer 2017, Asneh has surprised us with a bright and vibrant collection which proudly stands apart from any copycat brands. From the lotus designed sweaters to the standout colour combinations, we defy anyone not to doff their cap to such a clever, classic and inspiring knitwear brand.