Our Story


Asheville isn’t just a place on the map for our founder Claire Farzanegan, it is a defining part of who she is. An Asheville native who grew up under the influence of a French heritage, she developed both a love and appreciation for the outdoors, as well as an eye for fashion and luxury. Claire is as at home primitive camping in the backcountry of the Shining Rock Wildness Area as she is sipping champagne at the Grove Park Inn, truly embodying our guiding philosophy, “Where Wild & Refined Intertwine.”

About Us Backpacking photos
About Us Grove Park Inn Biltmore Estate WNC Sunset Mountain Vista
About Us Beaver Lake Asheville NC

It is with that spirit in mind that she developed The Asheville Co.™ and its products. From fond memories of growing up swimming in Beaver Lake (yes, there was a time when you could swim in Beaver Lake) and sophisticated picnics set along the trails of the Blue Ridge Parkway, Claire grew an appreciation for both the style and character of her hometown. That admiration is reflected in each thoughtfully designed and curated product offered. Working with an incredibly talented array of artists, creators, dreamers, designers, and Asheville lovers, we present to you our brand offerings:

ASHEVILLE, Clothing and Accessories for Men and Women 

 Our signature brand, the ASHEVILLE apparel line features high-quality t-shirts, hoodies, sweatshirts, hats, and accessories. Simple, classic, and eye-catching, the ASHEVILLE products celebrate the character, charm and personality of our city. 

Bear & Fern, Children’s Collection

Offering a line of fun and clever clothing designed for younger Asheville fans, Bear & Fern showcases the whimsical side of the city. From t-shirts and sweatshirts to toys and gifts, all designs are themed and inspired by the beauty of mountain lifestyle. Fabrics and materials are carefully selected for quality and comfort. 

Collection No. 828, Home and Gifts

Focused on unique designs for the home, No. 828 features luxury candles, hand towels, drinkware, soaps, and more with characteristic art deco design elements seen throughout Asheville’s architecture. Thoughtfully selected and elegantly designed, these refinements highlight the elevated side of Asheville life and the pleasure of entertaining.