What’s your story?
ASKET is a menswear brand co-founded by Jakob Dworksy and August Bard-Bringéus. The idea of ASKET came to Jakob and August while studying at The Stockholm School of Economics, when they saw that the fashion industry’s business model had remained unchanged for years and both had grown frustrated with how hard it was to find something as simple as a quality white t-shirt or a good fitting Oxford shirt.
What’s your “why”?
Timeless basics are the essentials of every man’s wardrobe. But ASKET couldn’t find something as simple as a plain white t-shirt or a blue oxford shirt with a great fit, quality materials and a decent price tag. They identified a need to move away from fashion’s seasonal churn and instead introduce a permanent collection of mindfully produced, quality and timeless garments. What seemed like a simple idea at the time has proven to challenge the fashion industry’s business model—encouraging a shift to moving slower and adding care back into the apparel system.
What’s your flagship product?
ASKET is a Swedish menswear brand creating timeless, meaningful wardrobe essentials through their permanent collection of zero-compromise pieces. He permanent collection consists of 35 timeless menswear basics, made under full transparency and accountability. In terms of style, think Steve McQueen with a conscience.
People come to ASKET because they love that they deliver the kind of pieces they can wear every day in a quality they can feel and a cut that flatters all body types. ASKET see men of all ages coming to us, from the skinny teenager who wants a good quality t-shirt and raw denim, to the 55 year old dad that is still searching for the perfect pair of chinos.
Who’s your ideal customer?
ASKET hopes that when people own something that they can wear over and over, they’ll really start to bond with that piece, appreciate it, wear it for longer and not feel the need to replace their wardrobe all the time – it’s all about restoring a good old fashioned appreciation for clothes.
Why does sustainability matter?
ASKET is not here to add to the Fashion industry, instead, they’re here to change it. It might sound paradoxical, after all they are in the business of selling clothes, but their definition of progress is reduced wardrobes. And their clothes are their vehicle to achieving this.
For every garment produced, they also share where it comes from, how much it costs to make and its environmental impact. Beyond the garments, their permanent collection is a simple concept, but has proven to unlock a radical new way of working.
With no seasonal collections, they don’t suffer from leftover stock, overproduction or waste at the end of a season. The permanence of their collection also lends itself well to the supply chain. Since it doesn’t change with every new collection they have the time to trace and become accountable for the entirety of their supply chain.
Advice to other entrepreneurs starting out?
“Be naïve! We’re not fashion insiders which means we were not beholden to the industry status quo and were able to bring a fresh perspective to the table; launching online-only, introducing a permanent collection and radical transparency. The fashion industry’s business model hasn’t changed for years and is ripe for some fresh thinking. But be prepared to roll with the punches and surprises that you can’t be prepared for.”