Asket

since 2015 : The brand redefining permanence in a world of fast fashion

Founded in 2015 in Stockholm by Jakob Sazon Dworsky and August Bard Bringéus, Asket was born out of frustration with the fashion industry's wasteful cycle. The two business students noticed how essentials like T-shirts, jeans, and sweaters were constantly rebranded and replaced, not out of necessity but to fuel consumption.

 

Their answer was bold: a permanent collection of wardrobe staples, designed once, refined carefully, and kept forever. The name, derived from "ascetic," reflects the philosophy of owning fewer, but higher-quality pieces, with greater transparency and lasting value.

 

 

What Defines Asket

 

Asket calls itself a permanent collection brand, a sharp contrast to the seasonal churn that drives the mainstream fashion industry. The focus is narrow but intentional: wardrobe foundations that people wear daily.

 

With minimalist Scandinavian design stripped of logos and unnecessary detail, the brand prioritizes cut, fabric, and proportion. It is radically transparent about sourcing, pricing, and environmental impact, positioning itself between premium basics labels like Sunspel and sustainability pioneers like Patagonia or Everlane.

 

The appeal lies in style with substance, made for consumers who want to step off the trend treadmill without sacrificing quality.

 

The Collection

 

Asket's permanent collection spans menswear and unisex essentials, including cotton T-shirts, polos, Oxford shirts, chinos, denim, wool trousers, knitwear, outerwear, and a carefully curated line of accessories. Every product is built to last, featuring reinforced stitching, durable fabrics, and sizing that exceeds industry norms, including extended length options for a better fit.

 

Fabric choices are central: 100% organic cotton, traceable merino, recycled wool, and repurposed synthetics. Each piece comes with a Transparency Report that details cost breakdowns and sourcing, as well as an Impact Receipt showing CO₂, water, and energy use. In stores, Asket goes further by offering alterations and repair services, embedding longevity into the brand experience.

 

A Philosophy of Permanence

 

Asket stands apart for its radical refusal to play the fashion season game. Instead, it perfects core pieces and keeps them available, refining rather than replacing. The ethos is less but better: timeless garments that encourage conscious ownership.

 

Transparency is non-negotiable, with complete supply-chain mapping and cost disclosure. Accountability runs deeper still, with Asket measuring its entire environmental footprint across Scopes 1, 2, and 3 and publishing annual reports.

 

Sustainability is not a marketing add-on but a design principle: virgin polyester is eliminated, recycled fibers are introduced, and commitments to regenerative farming and circular practices chart the road ahead. Repair services and garment revival programs further shift responsibility away from consumption toward care.

 

 

Defining Highlights

 

Since its debut with the classic T-shirt in 2015, Asket has steadily expanded its permanent wardrobe while pioneering new standards for fashion accountability. In 2017, it introduced the groundbreaking Impact Receipt, and by 2019, the collection had expanded to include denim, outerwear, and tailoring.

 

In 2021, Asket eliminated conventional cotton in favor of organic and recycled alternatives. By 2023, it had become widely recognized as a leader of the slow fashion movement, earning praise from Vogue Business and Highsnobiety.

 

Celebrating its 10th anniversary in 2025, Asket opened a flagship in London's Soho and published "Ten Years of Asket," a retrospective that cemented its role as a brand measuring success not by speed but by permanence.

 

 

Retail on Their Own Terms

 

Asket has chosen to bypass traditional wholesale channels, embracing a direct-to-consumer model through its own website and physical flagships. This strategy maintains transparent pricing and fosters a closer connection with its community.

 

The Stockholm flagship at Norrmalmstorg remains the brand's cornerstone, complete with fitting and repair services, while the 2025 London Soho store marks a new chapter in international presence. Online, localized sites cover Europe, North America, and Asia with worldwide shipping.

 

Beyond sales, Asket's stores function as community spaces, part repair studio and part educational hub, reinforcing the message that fashion's future lies in longevity, not endless newness.

 

 

Asket is more than a clothing label. It is a critique of fast fashion, offering a blueprint for permanence, transparency, and accountability. By redefining basics as timeless investments rather than seasonal commodities, Asket has become a global reference point for sustainable fashion.

 

 

Website https://www.asket.com/

Instagram @asket

Photo Asket