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The third diary entry from Asmar equestrian-sponsored rider, Sophie Wells,from the Frankfurt 2011 Young Riders World Cup Final

Asmar equestrian-sponsored rider, Sophie Wells, recently attended the Frankfurt 2011 Young Riders World Cup Final in Germany, which was held from 16 – 18 December 2011. We are serialising her diary entries over the next week:

We had arrived in Frankfurt, so I took Noki for a little walk in the warming up area, and it was a bit odd to say the least trying to dodge pillars in the middle of it! We set up camp outside the stable and made sure Noki was comfortable before going to explore. I wanted Noki to rest before I could ride him in the arena between 8pm and 10pm. We soon found the arena, however it was an assault course to get there; you had to go through the pedestrian doors to get out of the car park, the tops padded and some crazy people laid flat and rode underneath; there was no chance of that with Noki, his saddle was 4 inches away from the top as it was! We got to the 2nd warm up which was next to the competition arena and food court over looking it. We walked through the tunnel to get to the arena and I could be described as a little kid at Christmas, the arena was HUGE; tiered seating, spotlights, thousands of seats,3 big tv screens hanging from the ceiling, it was more than I could have imagined!! Even my trainer Ange and my transporter Mark were getting quite excited! Obviously being an indoor competition everything is quite close and it makes the atmosphere more and more electric, especially with the lighting.

We then headed to the hotel; the FEI very generously paid for the riders rooms, so I just had Mark’s room to pay for, but the rider’s hotel was amazing, another kid at Christmas moment,  5* just next door to the venue; we really were treated like royalty!

That night I took Noki into the arena to give him a little stretch and give him chance to see everything as we couldn’t get in the arena on the Thursday. His eyes were so wide as he walked in, but he soon chilled out with it all, so we did a bit of stretching and made sure he felt ok from the long journey, but he felt great. I was careful not to do too much and save him for the next day.

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Look stylish in our Bella Show Shirt

Our beautifully designed show shirt is perfect for any rider.

Our Bella Show Shirt combines functionality with the elegant detail of tan elbow patches. Stretch fabric that breathes! Conveniently wrinkle resistant, and looks good wash after wash after wash…

Available in White with a Tan trim – also comes in a short sleeve version.

Sizes XS – XXL

Dressage Show Jacket

If you’re in need of a dressage show jacket, then this one is perfect.

A classic show jacket design – features four buttons on the front, a center slit on back, and elbow patches. Created with our signature suiting fabric – with slight stretch for ease of movement.

Available in Black, Heather Grey and Navy Pinstripe.

Sizes XXS – XXL

Zoya Hoodie – created to flatter

Stylish women’s hoodie, created to flatter… long sleeves with a wide cuff – 92% Poly, 8% Spandex. Treated with Chitosante –  a biocompatible, biodegradable and non-toxic biomass, which offers the garment good absorption, breathable, durable, fast drying, soft, static-free, wrinkle & pill resistant. The treatment strongly inhibits bacteria growth and is certified by the US Environmental Protection Agency (EPA).

Available in Black, Olive Green, Pink, Skylight, Spicy Berry, Tan, White, Charcoal and Chocolate.

Sizes XS – XXL

Asmar enjoys showcasing its wares at #spoga – the Spoga Horse Autumn International Trade Fair in Cologne

The Asmar Equestrian team has just returned from the Spoga Horse Autumn International Trade Fair in Cologne, Germany; our first time at the Autumn event. We had a wonderful time talking to people involved in equestrian trade from all over the world, and were excited to see some British visitors too. Our UK representative Kathy Carter, pictured bottom left, joined the Canadian team to help spread the word about this exciting, aspirational clothing brand.

The event is a great chance to show off our products, and we were thrilled that our All Weather Jacket was shortlisted in the innovation award category – that means the judges thought our jacket was one of the top five items for riders at the show, out of the many thousands of products exhibited!

We have some really exciting products launching soon, and they were available for retailers and fashion buyers to ‘play with’ and try on at Spoga. With fabrics as technical and tailored as ours, people do need to see the products first hand to really get a feel for them!

You can buy some key pieces from the range at one of our retailers, – and can check out the full range at If you are a retailer and would like to stock the range, email

Please bookmark Asmar Equestrian’s social pages and share with your friends!

We are delighted to share with you the details of our social media hubs and look forward to connecting with new friends online – please bookmark these pages today, and come along to Facebook to follow us; we are currently running a competition with to win an amazing Asmar All Weather Rider Jacket. “Just received my “All Weather Rider”; the quality is top notch and the design is so unique” says customer Anne Kralman of the product.

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Many thanks; the Asmar Equestrian team.

Asmar wins 2011 BETA award for riding clothes

Asmar Equestrian returned from the annual British Equestrian Trade Association’s International Exhibition with the Award for the Most Innovative Rider Clothing of the Year 2011. Asmar won for its All Weather Rider™ jacket judged to be an “elegant, multi-functionalgarment, well tailored to allow plenty of movement and flexibility”.

The patent pending coat transforms to cover riders and most saddles from the weather. A hidden zipper gusset at the center back and front unveils awaterproof skirt to extend over the saddle. Zippers at the cuffs with a builtin cuff prevent hay and rain from entering the sleeve. The fabric is bondedwith a lightweight fleece backing for warmth without bulk. The fabric iswaterproof, windproof and stretches in all directions. The All Weather Riderjacket is designed for riders who want to ride in virtually any weather.

In accepting the award, Noel Asmar, CEO, rider and designer, expressed gratitude not only to BETA but the scores of retailers who have ordered the line of rider specific clothing designed to perform with the use of sophisticated technical fabrics that stretch to enhance the comfort and practicality of the collection.

Asmar Equestrian outerwear debuted in North America at AETA in January and in Europe at BETA in February, featuring a rich color palette and styles with a play on tradition highlighted by elongated silhouettes for a flattering, ageless style in and out of the ring.

Noel Asmar has been designing for some of the world’s best known lifestyle brands for over a decade. Inspired by her own love for the equestrian lifestyle, Asmar focuses on creating distinguished apparel with technical savvy and details that clearly define the brand.