Our Brand

Our Story

About Asmar Equestrian

Since it was founded in 2011, Noel Asmar Equestrian has become the premiere equestrian lifestyle brand. We create beautifully tailored clothing, fine leather goods and accessories that perform seamlessly in and out of the saddle and empower equestrians women to pursue their passions.

We design without compromise—and every piece is aesthetically elevated and tailored for all the ways you move. When you look and feel your best, you perform your best. 

We believe that the equestrian lifestyle is a powerful model for wellbeing. It encompasses the body, the mind and the spirit. It begins with the care we give to our equine partners, our community, and ourselves.

For us, the barn is a sacred space. Grooming is meditation. A cool down ride is better than savasana. There is nowhere we would rather be.

Meet Noel Asmar

Our founder, Noel Asmar, is known for mastering the technical details of equestrian apparel while cultivating a contemporary aesthetic. Where others see problems, she sees opportunity and is quick to identify gaps in the market.

Asmar Equestrian emerged out of Noel’s desire to help bring equestrians into the contemporary global spotlight. As a lifelong rider she was inspired to create a range of technical yet feminine equestrian designs, and she has since won the acclaim of riders all over the world, proudly sporting her designs in and out of the ring.

Since her very first equestrian piece—the now iconic and award-winning All-Weather Rider—she has completely reimagined and elevated the standard for equestrian wear. Today you’ll find her signature details on every piece, like magnetic standing collars, hidden zippers and extended cuffs.

With two successful brands under her belt—Noel Asmar Uniforms and Noel Asmar Pedicure Bowls—she brought her strong sense of design to yet another market where style was previously neglected. It has changed the way equestrians think about clothing.

Noel is consistently named one of Canada’s Top Female Entrepreneurs by Chatelaine.


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