At NAU, we say "Made For The Way You Move™" a lot (like ‘trademarked tagline’ a lot). But what does it really mean? At its core, it’s straightforward: we design our uniforms to move with you, considering the demands of your job and ensuring that your uniform supports you in every task. Founder Noel Asmar explains,
“We meticulously craft each piece with specific job functions in mind, ensuring every detail is perfect so you don’t have to worry. By studying your movement patterns at work, we strive to make your workday more comfortable, cooler during intense tasks, and stylishly professional, helping you stand out as the expert you are.”
This principle is simple but powerful: your uniform should enhance your movements, not hinder them. When you lift, your uniform shouldn't weigh you down. When you reach, it shouldn't restrict you. When you walk, it shouldn't slow you down. Essentially, your uniform should feel like a natural extension of your body, allowing you to focus solely on your work.
Three Tenets of Our Design Philosophy
But like all things design, the simplest things often require the most thought; demand the most innovation. To us, "Made For The Way You Move™" embodies three fundamental principles:
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Body Mapping Technology
This technique considers how the body moves and responds during specific activities. For example, we design our garments to support bodies in motion, using athletic materials that are also moisture-wicking to manage the heat generated during physical activity.
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Ergonomic Design
We prioritize comfort and performance, ensuring a great range of motion. Our uniforms feel like high-performance athletic wear, providing the flexibility and ease needed for any task.
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Breathability
Comfort is paramount. We use light, breathable fabrics to keep you comfortable throughout the day, ensuring that your uniform feels as good as it performs.
Noel describes these tenants,
“Our fabrics are engineered with cutting-edge body mapping technology to support the specific product lines you work with. We are niche experts, dedicating ourselves to studying your movements and testing our fabrics with the exact products you use. We understand that off-the-shelf fashion simply won’t cut it as a uniform, so we ensure our designs are tailored to enhance your comfort and performance.”
But How Did We Get Here? From Equestrian Apparel to High-Performance Uniforms
Our commitment to these principles has roots in our origins of outfitting equestrians. Equestrian apparel requires a unique blend of design elements: formal blazers and undershirts, fitted pants, and boots that not only look professional but also perform well under the rigorous conditions of riding.
Our success in this field has been highlighted on the world’s biggest stages through our collaboration with Equestrian Canada. We proudly outfitted the Canadian Equestrian team for the 2016 Rio Olympics and the 2018 FEI World Equestrian Games.
“Equestrian Canada is thrilled to continue this exciting partnership with Asmar Equestrian,” said EC President, Meg Krueger. “The quality and reputation of Asmar Equestrian is internationally renowned and has put Canada on the map as a top producer of equestrian and lifestyle apparel. We look forward to continuing to provide our athletes with a cohesive look that fosters the ‘one team’ philosophy across all disciplines and elevates CET brand recognition.”
This collaboration cemented a profound aspect of our brand ethos: the ability to create cohesive looks that foster a "one team" philosophy across all disciplines.
Our “One Team” Design Ethos
We have extended this “one team” philosophy to all our designs. We believe in the power of a uniform to create continuity through branding within a team, amongst specialists, and between different roles – both aesthetically and functionally. Our uniforms elevate each individual to the level of the team, promoting unity and a collective sense of purpose.
As we reflect on our past and look forward to the future, we remain committed to designing for people doing extraordinary things. And we’ll always strive to create uniforms worthy of all their achievements.
