Behind the lion
The Asferi lion was designed in 2005 and consistently evolved over the years. I wanted the most patient, protective, courageous and vicious animal that ever existed on planet earth for my logo. I also made the Asferi lion the most handsome and colorful by giving him long, wavy, vibrantly colored locks of hair. His sabered teeth would surely be a powerful bone crushing force to be reckoned with. The pleasure was all mine bringing this prehistoric animal to life on fabric for all to adore. I hope you enjoy wearing this art work around your town for many many years to come. Please tell a friend and thank you. -Anthony Romello
Egyptian cotton is hand picked so this places less stress on the fibres, therefore the cotton is straight and unbothered. These fibres are made longer to produce very fine yarns that make it possible to create yarns with extremely long length, giving stronger and a more subtle cotton, unlike regular cotton. We focus on one naturally remarkable fibre: our namesake, authentic Egyptian cotton. Grown in only one place in the world — the Nile Delta — Egypt’s “white gold” is finer, softer, and more breathable than any other cotton. Unfortunately, since 2001, there has been a 95% decline in demand from big corporations that opted to go with cheaper options. As a result, millions of farmers, weavers, and craftspeople are struggling to make ends meet.
By working directly with cotton farming families in Egypt, we want to rebuild the industry from the inside. We make our own fabrics from raw cotton bought direct from farmers at guaranteed prices. Like farm-to-table, but for your clothes.
Our cotton is then sent to our cut-and-sew factory outside Alexandria. The responsibly-run operation employs locals, securing their craft and their livelihood. By scrapping the middleman, we’ve ensured a fair wage for them.
We want your experience with us to be simple and easy. We provide an easy buying process, effortless free shipping, and 24/7 customer service to make sure you’re getting on with your life instead of wondering what to wear, from work to the trail.