The Swedish fashion company Asket’s new ambition is to promote its philosophy, “the pursuit of less”.
This Autumn, the company is releasing its 50th and final product for men: a pair of Italian merino-wool trousers. Asket’s philosophy focuses on radical transparency, longevity, and sustainability to encourage mindful consumption. Key elements include providing an Impact Receipt detailing the environmental cost of each garment, a permanent collection of timeless basics with no seasonal sales, and a circular model with resale and repair services.
According to the company’s website, it creates and continuously refines a single permanent collection: A strictly limited range of timeless essentials, crafted exclusively in Europe from natural fibers. Proud of the materials, mills, and manufacturers, the company traces its garments back to the farms and invites customers to explore precisely how, where, and at what cost they’re made.
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Aiming to refine its collection into a permanent catalogue
Tasket now aims to refine its collection into a permanent catalogue. Instead of chasing novelty for the sake of capturing customer interest, it seeks to perfect the manufacturing of every piece. In other words, Asket is eschewing a business model followed by pretty much every fashion brand.
Core strategic pillars
- Radical transparency: Asket provides complete transparency on its supply chain, detailing costs, origins, and environmental impact for each product.
- The Impact Receipt: Customers receive a receipt that shows the water, energy, and CO2e emissions for each garment, aiming to change consumer perception of clothing value and encourage more sustainable choices.
- Permanent collection: The brand offers a permanent collection of high-quality essentials designed for longevity, with no seasonal collections or sales.
- Circularity: Asket promotes a circular model through a take-back program for loyal customers and a resale model to make high-quality basics more accessible.
- Longevity and quality: The brand emphasizes durability and timeless design, encouraging customers to buy fewer, longer-lasting items and see them as investments rather than disposable goods.
- Education and empowerment: Asket aims to educate consumers about the actual cost of clothing, empowering them to make more conscious purchasing decisions and appreciate their garments more deeply.
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Leaving footprints
Asket reports annually on the resources the company consumes and the footprint it leaves as a business, taking into account the impact from upstream and downstream activities. Find the latest impact report below.
Swedish Fashion Company Promotes “the Pursuit of Less”, Tor Kjolberg reporting.
All images © Asket.