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The Pursuit of Less

We’ve become adept at filling our homes and wardrobes with stuff. We're buying more clothes than ever and wearing them less. In the 1920’s an individual might carefully purchase two to three items a year and wear it for 10 to 20 years. Nowadays, we buy 65 items a year and might only wear it 3 times. The sad truth is that clothing has lost its value. ASKET exists to challenge that.

In a collaboration with renowned Swedish photographer Sannah Kvist, ASKET aims to challenge societies excessive consumption habits, with a series of images that focuses on personalities who derive pleasure and purpose from fewer but finer indulgences.

With these images we hope to inspire people in the pursuit of less, encouraging them to simply live better, with fewer but quality belongings.

        Meet Felix Roll
      

TEXTILE DESIGNER & PRODUCT DEVELOPER

As a textile designer and product developer, Felix became aware of the environmental impact garment production has on the planet. Armed with this knowledge he committed to living only with what he truly needed. A personal lifestyle choice that minimises his individual footprint but also makes a bold statement of the power an individual can have.

“BEING THE OWNER OF YOUR GARMENTS RATHER THAN THE CONSUMER GIVES YOUR BELONGINGS VALUE AND TELLS YOUR STORY."

        Meet Emil Sergel
      

PART-TIME NOMAD & CONTENT CREATOR

While Emil, a part-time nomad and content creator, prizes experiences above belongings. Living in a van affords him the ultimate freedom to explore but in its very nature also challenges Emil to limit his belongings to only the essentials. In being forced to reduce his belongings Emil realised that owning less stuff leads to a freer, and paradoxically richer existence.

        About Sannah Kvist
      

Sannah Kvist is a freelance photographer and train driver based in Gothenburg, Sweden. Her work largely focuses on nature and lifestyle in Sweden, using soft light to create dreamy canvas like portrayals of life in Sweden. Kvist has long been fascinated by the relationship between people and their belongings. In collaborating with us, she wanted to explore how much we truly need for a living.

“IN TURNING THE LENS ON THESE SUBJECTS, WE HOPE TO CHALLENGE SYSTEMIC CONSUMPTION BEHAVIOURS AND ENCOURAGE PEOPLE TO KEEP A GOOD PERSPECTIVE ON HOW MANY BELONGINGS THEY REALLY NEED IN THEIR LIFE”

        Our Pursuit of Less
      

We exist to slow down the relentless churn of the fashion industry by creating quality, timeless pieces that don’t go out of fashion. And in educating everyone about the impacts of the apparel industry we hope to nudge people towards more conscious consumption and empower individuals to make better purchasing decisions.

To find out more about what drives us visit our about page.

To explore our permanent collection visit the shop here.