Jolie Fierro Appointed VP Sales of Asher Active Athletic Concepts


Textile Executive Hired to Head NYC Office of New Asher Fabric Concepts Division

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Los Angeles, CA – Asher Fabric Concepts, a major Los Angeles based- supplier of domestically-made knitted fabrics for the contemporary fashion and activewear markets, has hired Jolie Fierro as Vice President Sales, New York for the company’s new Asher Active Athletic Concepts Division. Asher Active Athletic Concepts will launch its new collection of performance knits targeted to the fitness, yoga and athletic markets early this spring.

Fierro is an accomplished sales professional with over 20 years of sales, merchandising and product development experience. Prior to joining Asher Fabric Concepts, she spent 14 years as senior account manager for McMurray Fabrics where she managed sales and multi-million dollar programs servicing the intimate apparel, swimwear and activewear industries. Previously, Fierro was senior account executive of Liberty Fabrics where she built and managed a 20 million dollar business with Victoria’s Secret, Lane Bryant and Mast Industries.


“These are exciting times at Asher Fabric Concepts and we are very happy to have Jolie on board to help us with the launch of our new Asher Active Athletic Concepts Division,” said Asher Shalom, President, Asher Fabric Concepts. “Her remarkable reputation and knowledge of the textile and activewear markets will be a significant asset towards the growth of our business.”

“I am delighted to be a part of taking this domestically-manufactured , innovative and fashion- forward activewear collection to the market place,” said Fierro. “With an extensive offering of yarns and fabrications, we are sure to have something for everyone, particularly those looking to make advanced activewear made in the USA.”

 Fierro can be contacted at the new Asher Active Athletic Concepts showroom located 1441 Broadway, Suite, 5054, New York, NY 10018. Phone: 646-569-5884. Cell: 917-903-2026.

About Asher Fabric Concepts

Located in Los Angeles, CA, Asher Fabric Concepts is a major supplier of domestically-made knitted fabrics for the contemporary fashion, athletic and yoga markets. Established in 1991, the company is internationally known for its premium quality and proprietary knitted constructions offered in the latest textures, colors and prints. 

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Asher Fabric Concepts differentiates itself by working closely with its customers to create unique and exclusive fabrications, and by continually adding innovation to every aspect of the knit design and production process.

Groundbreaking techniques and affordable prices enable Asher Fabric Concepts to service both large, recognized hi-end fashion-forward brands, as well as smaller independent designers. Whether the demand is for dress knits, swimwear, sportswear, body wear, sweater knits, or intimate apparel, Asher Fabric Concepts always delivers.


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