Who We Are

ASI (pronounced aasi) is inspired by a river in southern Turkey, Asi aka the Orontes River. This river is special because it flows in the opposite direction, not like most rivers. In Turkish, the word Asi also means 'rebellious' or 'defiant'. That’s where our brand gets its spirit from.

Just like the river, we believe in going against the usual. ASI is made for the young generation who don’t just follow the crowd, they create their own path. Our brand is bold, expressive, and full of personality, just like you.

At ASI, we want to encourage you to be yourself. The things you carry like your notebook, bag, or any accessory should reflect your vibe. They should tell your story without you having to say a word.

We make fun, expressive accessories that aren’t just for practical use, they’re made to feel like a part of you. Something you choose because you like it, because it feels right, and because it says something about you.

So that’s who we are.

A brand that believes in being real, bold, and a little bit different.

Just like you.