Asprey | This Year's New Collection Has Arrived from the Esteemed British Brand!

Asprey

This Year's New Arrivals from the Esteemed British Brand!

Asprey's New Future, Built on Tradition

Founded in the 18th century, Asprey is a venerable British brand. In 2010, Bruce Hoeksema, founder of the handbag brand VBH and former president of Valentino USA, was appointed Creative Director. The brand, renowned for its solid craftsmanship and unique, contemporary designs, is now embarking on a new stage, having long held the distinction of Royal Warrant holder.

By Aki Nogami

A History of Royal Warrants

Asprey began in 1781 in the small English village of Mitcham, its origins in silk printing. Founder William Asprey and his family, who were metalworkers, expanded the business into a brand known for its luggage and silverware.

In 1862, the company's suitcases won a gold medal at the International Exposition, bringing its reputation to the world. After being officially recognized as a Royal Warrant holder by Queen Victoria, the company expanded into jewelry and watches in the 20th century, working with skilled goldsmiths, jewelers, and watchmakers.

The High Craftsmanship Pursued by a Venerable Brand

Asprey's most defining characteristic is its pursuit of high design, while simultaneously building a sense of "British identity"—a "timeless beauty" and "trust" that has become synonymous with the brand for the British public. Under the banner of its Royal Warrant, Asprey has consistently met all customer expectations with its impeccable craftsmanship. The brand's bespoke system, in particular, offers a glimpse into the strong bonds it has forged with its clientele. This spirit continues to be passed down, with artisans honing their skills and aesthetic alongside customer requests, paving the way for Asprey's continued success as a top British brand.

"Daisy Heritage" Ring, ¥580,000

The Craftsmanship of the "Daisy" Motif

The new "Daisy Heritage" jewelry collection beautifully reflects the brand's accumulated expertise and dedication to materials. Asprey's jewelry is often associated with the serene designs of Art Deco or the flowing organic lines of lilies. However, this charming daisy is not only a motif in its jewelry but also appears on scarves, making it an iconic symbol for the brand. This year, moving away from designs featuring paved stones, the collection introduces rings and pendants where marquise-cut amethysts form a single petal. While retaining the daisy's vibrant impression, these pieces achieve a more realistic and luxurious presence, showcasing meticulous craftsmanship that maximizes the beauty of the stones.

Asprey's New Future: The "Londoner"

In 2010, Asprey appointed Bruce Hoeksema as its new Creative Director. Hoeksema, founder of the handbag brand VBH and former president of Valentino USA, commissioned Globe-Trotter to produce Asprey's luggage for his first collection, unveiling the "Londoner." This collaboration between two heritage brands was highly acclaimed, a masterpiece that Hoeksema described as "feeling great potential in Asprey's tradition and craftsmanship." The collection was a resounding success.

Right: "Londoner" Trolley (top, ¥240,000 and ¥255,000), suitcase (bottom, reference item)

A Fusion of Humor, Quality, and Message

Pictured is the new "Life Ring," another creation from Hoeksema's tenure. Inspired by the many marine motifs found in Asprey's design archives, this ring takes the form of a lifebuoy. It embodies Asprey's unique sensibility, transforming a life-saving device into a ring, presented as a contemporary, unisex piece of jewelry. Aptly named "Life," the ring also symbolizes the strong bonds of life, making it a meaningful gift. Additionally, the "A Line" collection, featuring clasps designed with Asprey's initial "A," is recommended for daily wear.

"Life Ring" ¥290,000 (sizes 50-56), ¥320,000 (sizes 58-62)

"A Line" Bracelet, ¥80,000

Hoeksema states that Asprey aims to create elegant pieces that can be cherished for a lifetime. With the solid quality cultivated by its history, one eagerly anticipates the future he will forge.—The evolution of this "timeless beauty," which has accompanied its wearers through life, is now eagerly awaited.

In June, the brand opened its first directly managed store in the Kansai region on the first floor of The Ritz-Carlton, Osaka. Asprey's future endeavors are certainly worth watching.

Asprey Japan
Tel. 03-3575-8635
http://www.asprey.com/