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Performance design

It’s important that the kit you wear to exercise is fit for purpose; but let’s face it, looking good helps a lot as well. And the holy grail? Something that keeps you warm, helps you exercise, and isn’t already owned by everyone. After all, individuality is important, right? As Nic Cage puts it so eloquently in Wild At Heart, ‘This is a snakeskin jacket! And for me, it’s a symbol of my individuality, and my belief… in personal freedom.’

So if you want to stand out from the fitness crowd, you may want to take a look at the new kit from Ashmei. Founded by Stuart Brooke a few years ago, the small UK brand has steadily built a rep for its emphasis on “ground-breaking products, regardless of the cost”.

Their new range of up to 20 products may not be cheap, but it has been developed using custom-designed blends of merino and carbon, and has been designed with an impressive level
of attention to detail that makes it well worth a look.

So, if you’re after functionality and affordability, you may want to look at Muddy Fox; if you want function and style, try Rapha; but if you want functionality and individuality, head to


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