Imagine entering a clothing store and not seeing any products, no garish signs advertising sales and rushing consumers to ‘grab deals fast’. Instead, there is a long, inviting bench along the wall and a piece of art at the end. In the centre of the room, a row of displays, discreetly facing inwards. Finally, on the opposite wall, a wooden frame...
May 14, 2025
The image above is not a mistake, not a website gone wrong. It is the t-shirt selection by slow fashion label Asket. In a bold move, the brand decided to let go of product images. At least for the next three days, in a temporary experiment. “A t-shirt so uncompromisingly timeless you already know what it looks like” is Asket’s message where the...
May 21, 2024
Swedish apparel brand Asket is launching an ‘Impact Receipt’ aimed at “curbing consumption” that accounts for the environmental cost of every purchase. The new ‘Impact Receipt’ will provide consumers with a breakdown of CO2e emissions, water use, and energy consumption for every garment purchased, as well as the impact associated with the...
Nov 3, 2023
In an industry that thrives from constant change, a handful of fashion brands have broken away from convention to refine timeless apparel collections. Their seasonless business models proved notably resilient during the pandemic when many clothing companies suffered from overstock and supply chain woes. Could they serve as a viable alternative...
Jun 5, 2023
Swedish brand Asket is set to bring resale and repair to a physical store in Sweden, as an expansion of its circular Revival Programme dedicated to extending the life of its garments. Located in Stockholm, the Asket Restore will house reconditioned garments that have been collected and repaired by Asket’s partnering facility near Gothenburg....
May 4, 2023
It is well understood that extending the life of a garment is considered one of the most effective ways to reduce the overall impact of the clothing industry. Why? Firstly, optimising the use of clothing can contribute to a decrease in production and consumption of new garments and secondly, it can reduce the growing volumes of textile waste...
Dec 20, 2022
Sustainable Swedish brand Asket is branching out from its menswear roots with the launch of its first womenswear collection this summer. The six-year-old brand, which sells timeless menswear staples and encourages shoppers to have “smaller but better wardrobes”, announced Thursday it will begin by introducing six garments as part of a new...
Jun 3, 2021
Swedish slow fashion brand Asket is opening its first physical store in Stockholm on Saturday, 22nd May 2021. Launched in 2015 as an online-only D2C brand, Asket has used its online presence to spearhead transparency and accountability and now wants to bring this same approach to physical retail. “To slow down consumption, we need people to...
May 20, 2021
Even though their e-commerce site has ensured the survival of many fashion retailers during the global pandemic, it is no secret that the flood of shipped packages has had a negative impact on the environment - seven times more packaging is required for e-commerce compared to brick-and-mortar retail. Swedish menswear label Asket wanted to do...
Feb 12, 2021
Swedish Menswear brand, Asket is introducing a new kind of receipt, which goes beyond the traditional itemised cash receipt, it will instead use it to break down and share the true environmental impact of a garment’s creation. The ‘Impact Receipt’ will showcase the impact of every garment in their permanent collection, highlighting CO2 emitted,...
Sep 28, 2020
Fewer collections, longer lasting creations - rarely before did the future of slow fashion look so realistic. Swedish slow fashion label Asket focuses on an ascetic lifestyle; less is more. This is why the Stockholm-based brand has been concentrating on timeless basics and only one permanent collection since its founding days in 2015....
Aug 25, 2020
Circularity is one of the most important topics in the fashion industry at the moment, as brands, suppliers and manufacturers alike look to remedy the industry’s issue of excessive waste. According to research by the Ellen Macarthur Foundation, global clothing production has approximately doubled in the past 15 years, while the average duration...
Dec 6, 2019