PRODUCT NEWS
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| Noel Asmar Group partners with WeForest to grow commitment to sustainability
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| 18 Mar 2022 . BY Megan Whitby |
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| WeForest is dedicated to conserving and restoring the ecological integrity of forests and landscapes / Shutterstock/vovan |
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We’re always looking for ways to do better with regards to serving our clients and caring for the planet
– Noel Asmar |
The Noel Asmar Group has partnered with WeForest to continue affirming its commitment to sustainability in the textile and wellness space.
Comprising three brands – Asmar Equestrian, Pedicure Bowls and Noel Asmar Uniforms – the group has long woven sustainable initiatives into its business practices.
“We design and create with purpose, intent and sustainability in the pursuit of wellness in every aspect of life,” says CEO Noel Asmar.
“Taking care of our Earth, and the people who call it home is at the core of everything we do. It’s our passion.”
Since its inception, WeForest has been dedicated to conserving and restoring the ecological integrity of forests and landscapes. The organisation supports projects around the world focussing on tropical regions highly affected by climate change with the ultimate goal of making the earth cooler.
Through the partnership, The Noel Asmar Group has committed to funding the growth of 1,000 trees per month as part of a reforestation project in Ethiopia’s Desa’a Forest Reserve.
“It’s not just about growing trees,” says Asmar, “it’s about making tangible changes with a big impact. It’s purposeful and lifts up communities with an emphasis on women, youth, and the farmers so many depend on.”
While the partnership with WeForest may be new for the Noel Asmar Group, the emphasis on sustainability is not.
The group works with sustainably sourced fabrics and yarns wherever possible, creating garments from recycled water bottles. The bottles are pelleted and spun into a fabric that’s used in both the equestrian and uniform brands.
To date, the three companies have diverted over 578,000 water bottles from the landfill as a result.
Asmar adds: “We work with renowned brands like Sandals, Four Seasons, Ritz Carlton and LaPrairie and all they value sustainability. Our customers and clients are making choices that reflect that and we’re continuing to find new ways to deliver.”
Many Asmar garments are also Oeko-Tek Certified, ensuring they’re free of harmful substances while the cashmere used by Asmar Equestrian is sustainably sourced from traceable regions of Mongolia, and monitored by the government to preserve the landscape.
“We don’t believe in ‘good enough’,” Asmar concludes, “we’re always looking for ways to do better in how we serve our clients and take care of the planet and one another. It’s what we do.”
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