What’s New: AS Colour


Quality, respect, simplicity T


he ethos of the business is to design products that will be in your wardrobe


for years.


AS Colour was created in 2005 in New Zealand, as an answer to the lack of quality blank T shirts on offer. It was conceived with an eye to supply creatives a quality blank canvas for their ideas to come to life.


Since this time, AS Colour has evolved to being the largest supplier of T shirts by volume in the New Zealand and Australian markets.


In 2016 the brand was launched in the USA in Carson, LA, and recently moved to a larger warehouse there to cater for double digit growth in the last four years. The UK wholesale business opened in 2018 and continues to trade from a 17,000sq ft facility in Buckinghamshire. In 2023, AS Colour’s presence in the UK expands to a new offi ce and warehouse in Leighton Buzzard, of approximately 85,000sq ft, mirroring growth trends experienced in America.


Global presence


With a global presence AS Colour has forged many worldwide partnerships with major brands looking for a retail quality blank, in the knowledge that they can source the same product no matter where they operate in the world. AS Colour has a global retail estate of 24 stores. Its London shop holds a range aimed toward the 18 to 35 demographic, and the shop sells identical product offered to imprint customers. The retail estate is a key tool as a bellwether that shapes the imprint styles offered to serve the targeted demographic, as well as doubling up as an unoffi cial London showroom where customers can see the range in a correctly merchandised retail environment.


The production process begins with sourcing the highest quality yarn, never buying premade fabric off the open market, and having full vertical sight on its manufacturing business, with the majority of premium fabrics originating


www.printwearandpromotion.co.uk


from Australia and shipped directly to selected audited factories.


Certifications


Social responsibility is something AS Colour takes very seriously, as should any decorators who wish to enter the retail environment.


AS Colour is committed to improving cotton farming practices globally with Better Cotton, the largest cotton sustainability program in the world. As an active member of the Better Cotton Initiative (BCI), training in effective water use, care for soil health and natural habitats, reducing the use of most harmful chemicals and respecting workers’ rights and wellbeing all help


Stencil Hood in pistachio


The front of the Shoreditch store


toward achieving the mission. Last year AS Colour was able to avoid the use of 268 tonnes of pesticides and saved 259 cubic litres of water in the Better Cotton farms.


The range constantly evolves in sync with retail trends. With the new facilities running within the next year, the UK market can expect expanded colour ranges of core products, a new headwear range, more options in the women’s range and the arrival of AS Colour denim jackets.


AS Colour’s timeless Stencil Hood is arriving in six new colours; cardinal, coal, cobalt, petrol blue, sand and walnut. The Staple Tee is expanding its range to a total of 55 colours, with the addition of Atlantic, autumn, bone, camel, cardinal, chestnut, cobalt, cypress, eucalyptus, fi re, jade, lime, mushroom, petrol blue, pine green, pistachio, powder, sand and walnut.


A new headwear range will mean a lot more styles and colours on offer, all with easy tear-out labels ideal for rebranding.


www.ascolour.co.uk December 2022 |23 | AS Colour is guided by three key principles: Quality is key. Respect the detail. Keep it simple. The warehouse in New Zealand


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