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Our Story

Asmuss co-founders, sisters Clare and Fiona discuss a pattern

Asmuss blends innovation and nature to help make women feel stylish and confident while taking on adventures big and small.

Creating ethically and environmentally responsible garments that can take you anywhere in the world, while treading lightly on it. 

We, Kiwi sisters Clare and Fiona, created Asmuss by drawing on a shared family passion for arts, travel and nature.

From early access to the outdoors and an urge to explore, the seeds of Asmuss were sown over family expeditions around New Zealand, to recent travels through South and Central America on a four-month adventure.

Spanning continents and years, our trips highlighted a need for versatile, sustainable solutions that could travel easily and work hard, without compromising on style. 

Asmuss was created to meet that need, giving modern women a wardrobe that can multi-task as much as they do.  The belief that style doesn't have to be compromised to get comfort, versatility and usefulness, or that utility doesn't require a logo to be emblazoned everywhere are core to Asmuss to create a blend of slow fashion and "quiet outdoors" style.

Asmuss is committed to creating clothing that is effortless, easy and ethical, blending transparent fashion with technically intelligent, renewable fabrics and season-less silhouettes, for timeless styles to suit every lifestyle, without harm to the environment.



Clare and Fiona, the sisters than founded Asmuss, in a Yayoi Kusama Infinity Room withe the yellow and black pumpkins reflected everywhere

Named Asmuss in honour of our maternal grandmother- Evelyn Asmuss - we make an extra nod to its namesake, with the Evelyn rose a recurring motif on prints and embroidery throughout the range.

The abstract geometric elements of the signature bloom are a melting pot of influences- the multiple triangles found within the pattern were inspired by a visit to craft and textile artist Anni Albers’ exhibit at the Tate Modern, accompanied by our tapestry artist mother Jan. Our mother’s and grandmother’s natural style and adventurous spirits are important influences for Asmuss. With every generation considered during the design process Asmuss aims for a truly inclusive approach; that’s designed for women, by women.



With a background in textiles science and design, Clare saw first-hand the devastating toll fast fashion was, and is, having on the environment, and set out to create a brand where things are done differently.

From fibres to final packaging, the Asmuss collection is designed to be kind to your body, the environment, and the people making your clothes.

Sunrise at Milford Sound with Mitre Peak and still reflective water with a line of mist across the mountains in Fiordland, New Zealand