Asuno UK, a new ethical fitness and yoga clothing brand, is launching today with the aim of providing premium quality fitness apparel that will make a real, tangible difference in the world.

Every Asuno purchase supports a specific charity. Each clothing item represents a particular cause and has a metric tied to it. When you buy an item, this metric is carried out by their supporting charities. For example, one T-Shirt provides seven life-saving food supplements.

To achieve this Asuno has partnered with three charities. Plump'd is a UK-registered charity dedicated to fighting child hunger. For every purchase Plump'd will provide at least seven Ready-To-Use Therapeutic Food (RUTF) sachets to children in need. Water for Africa is currently based both in the UK and The Gambia. Every purchase provides funding towards the completion of their next water well. Finally, Toybox is a UK based charity with a vision of a just world with no street children. For every 13 purchases, Toybox can provide a child with a birth certificate, an identity and a future in Guatemala.

Product range

Customers can choose by charity or by colour. The range has been developed by fitness enthusiast Ben Moreland, who wanted high quality fitness clothing that would not only be functional and comfortable but that would also contribute to the lives of children in need around the world.

“I believe every business has the opportunity to make a positive impact in the world,” he explained. “And this belief is at the heart of Asuno. Every item in the range is designed to be versatile, functional, and comfortable, as well as having a very clear charitable metric. We wanted customers to be able to see clearly how their money was being used and what a difference their purchase was making to the life of a child in need.”

Funding campaign

Asuno has launched its Empower Men's Technical T-Shirt, designed for fit and performance, and its Embrace Women's Leggings line, which are flattering, super comfy and allow for movement and support, on IndieGoGo this week.

“We’ve been testing the range to ensure each item really does provide a comfortable, supportive fit - and the feedback has been fantastic. So, now we’re ready to launch it to a wider audience via IndieGoGo with the aim of changing the lives of a million children across the world. The brand has already raised £1,759 – 18% of the £10,000 goal – with 24 days to go before the end of the funding campaign.

Fit and fabric

The Empower T-shirt collection is designed for optimum performance, featuring a contoured fit that allows full freedom of movement with the feel of muscle compression. The light, breathable material is designed to keep the body cool without intruding on the workout. The fabric is also soft and stretchable, allowing your body to move freely. The T-shirt wicks moisture away from your body during the workout and dries quickly for improved usability.

The Embrace leggings line features a flattering high waist designed for comfort and style. The lightweight, breathable and stretchable material becomes a second skin, allowing the wearer to workout in comfort and confidence.

The clothes, sold directly through the brand’s website, will be delivered in September 2018. The brand’s website will also be launching with its new collections in September, this will include the new Asuno Men: hoody, joggers and casual T-shirt, and Asuno Women: hoody, activewear T-shirt and the matching Embrace sports bra.

www.asuno-uk.com