Editor’s Note
Hello,
This week’s brand is Asket, a Swedish apparel company with the motto “The Pursuit of Less.” Their fashionable clothes are designed to be worn all seasons, for versatility, and to be the essential everyday wear that last for a long time.
Part of their sustainability initiative is to never offer sales to fight mindless consumption, including boycotting Black Friday, and to offer an Impact Receipt where the buyer can see the true environmental impact of their garments.
“To truly appreciate The Pursuit of Less is to recognize what it liberates: time and space, the foundations for introspection, meaningful growth and change. Less — in many ways — is more.”
They run a take-back program called The Revival Program to pass on clothes once they have served their usage in exchange for gift certificates. Asket also offer free repairs in their stores and online guides on how to repair your own items.
During a limited period of time, we’re offering the weekly publication Unsustainable for $99 dollars per year (reg. $250), including 50 weekly brand reports, monthly special reports, access to the community, and much more.
For people, planet, and profit,
Per Håkansson (follow on LinkedIn), Publisher and founding editor
Table of Contents
Asket’s Story
Asket was founded in 2015 in Stockholm, Sweden, by August Bard Bringéus and Jakob Dworsky. Their story centers around a shared frustration with the fashion industry:
Overconsumption: They felt bombarded by ever-changing trends and excessive clothing options, leading to impulse purchases and cluttered wardrobes.
Lack of quality essentials: They struggled to find well-fitting, timeless essentials made with high-quality materials at a fair price.
The Pursuit of Less:
This frustration became the driving force behind Asket's mission – "The Pursuit of Less." They aimed to create a permanent collection of uncompromised, essential garments that would last for years. Their philosophy emphasizes:
Quality over quantity: Invest in fewer, well-made pieces that can be mixed and matched for versatile looks.
Timeless design: Focus on classic styles that transcend trends and remain relevant for seasons to come.
Transparency and ethics: Prioritize transparency in their supply chain, using sustainable materials and ensuring fair labor practices.
Building a Sustainable Brand:
Ethical Production: Asket partners with certified factories that uphold high ethical and environmental standards.
Sustainable Materials: They prioritize natural, organic, and recycled materials like organic cotton, recycled wool, and Tencel™.
Full Transparency: Asket provides detailed information about the materials, manufacturing processes, and environmental impact of each garment on their website.
Long-lasting Garments: They focus on quality construction and timeless design to encourage customers to buy less and wear more.
Beyond Clothing:
Asket's pursuit of less extends beyond just clothing:
Minimalist Packaging: Their packaging is simple and recyclable, minimizing waste.
Minimalist Marketing: They avoid traditional advertising tactics, relying on word-of-mouth and building a loyal customer base.
Lifestyle Philosophy: They promote a minimalist lifestyle that values quality over quantity and encourages mindful consumption.
Asket's Impact:
Cult Following: They've amassed a loyal following of customers who appreciate their quality, sustainability, and transparency.
Industry Influence: Their focus on timeless essentials and ethical production has inspired other brands to consider a more sustainable approach.
Looking Forward:
Asket continues to evolve, potentially exploring new areas like:
Expanding their product line: Offering a wider range of essential accessories or loungewear while staying true to their core principles.
Innovation in sustainable materials: Staying at the forefront of using eco-friendly fabrics and production processes.
Refining their circularity efforts: Exploring ways to extend product lifespans, promote garment care, and potentially offer a take-back program for used clothing.
Asket's story is one of challenging fast fashion and promoting a more mindful approach to clothing. They offer a compelling alternative for consumers who value quality, sustainability, and timeless style.
Key Milestones
Founding and Early Days (2015-2017):
2015 – Founded in Stockholm, Sweden by Jakob Dworsky and August Bard Bringéus, driven by a desire for high-quality, timeless essentials.
2016 – Launched their online store with a curated selection of men's basics like t-shirts, sweatshirts, and oxford shirts.
2017 – Gained initial traction and established a loyal customer base through word-of-mouth marketing and a focus on quality and transparency.
Growth and Brand Building (2018-2020):
2018 – Expanded their product line into women's wear, offering similar essential pieces with a focus on quality and timeless design.
2019 – Opened their first physical store in Stockholm, further connecting with customers and providing a tactile experience with their clothing.
2020 – Continued growth in popularity and brand recognition, attracting a customer base that appreciates their sustainable and ethical approach.
Sustainability Focus and Future Steps (2021-Present):
2021 – Increased emphasis on sustainability initiatives, further promoting transparency in their supply chain and highlighting the environmental impact of each garment. Introduced their take-back initiative The Revival Program.
2022 – Exploring potential avenues for circularity within their business model and potentially venturing into garment care programs.
2023 – Opened The Restore, a permanent store where customers can buy clothes from the revival program, samples, and defective garments.
Additional Milestones:
Partnerships with ethical and sustainable fabric suppliers.
Awards and recognition for their contribution to sustainable fashion.
Building a strong online presence and social media following.
Insights and Actions
Asket's sustainability strategy revolves around three core pillars that aim to minimize their environmental impact and promote ethical practices throughout their supply chain:
Keep reading with a 7-day free trial
Subscribe to Unsustainable to keep reading this post and get 7 days of free access to the full post archives.