Noel Asmar commits to planting 1,000 trees a month with WeForest

The Noel Asmar Group will fund the planting of 1,000 trees a month in Ethiopia’s Desa’a Forest Reserve following a new partnership with reforestation charity WeForest. 

WeForest, which aims to “conserve and restore the ecological integrity of forests and landscapes”, supports projects around the world, particularly focusing on tropical regions affected by the climate crisis. 

The group’s partnership aims to regenerate the Desa’a Forest Reserve, which has mostly disappeared or become severely degraded. Reforesting the area will ensure the protection of native wildlife, minimise soil erosion and guarantee the livelihood of its surrounding communities.

“It’s not just about growing trees,” said Noel Asmar Group CEO and creative director Noel Asmar. “It’s about tangible changes with a big impact. It’s purposeful and lifts up communities with an emphasis on women, youth, and the farmers so many depend on.”

This is the latest of several sustainability practices for the group, which encompasses three brands: Noel Asmar Uniforms, Pedicure Bowls and Asmar Equestrian. 

The company, which has worked with brands such as La Prairie, The Four Seasons, Ritz Carlton and Sandals, uses sustainably sourced materials and yarns wherever possible, and uses recycled plastic bottles, which are pelleted and spun into fabrics that are then used to create sustainable therapist uniforms, saving more than 578,000 plastic bottles from entering landfill as a result. 

Additionally, many of the company’s garments are Oeko-Tek certified, meaning they are free from harmful substances. 

“We don’t believe in ‘good enough’, we’re always looking for ways to do better, better serve our customers and clients and take better care of the planet, and each other. It’s what we do,” Asmar added.