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We decide it's not just possible, but necessary to challenge the legacy \"made in\" origin label and launch ‘Full Traceability’, setting a new industry standard for manufacturing transparency long before talks of regulation.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"}],"modalHeading":[{"uid":"e69a6337-705b-4d51-9bd7-6d07b6a67967","text":"April 2018","type":"default","style":"sm","component":"heading"}]},{"uid":"78ec5211-99c2-4895-be0b-4811c3891ec3","cardTag":"2018","component":"timeline_module_card","cardMedia":[{"uid":"2b25bb62-e28c-48f3-aeba-1461f35011a2","size":"cover","image":{"id":21897289,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/1080x1080/f24b11a0a5/sew_on_a_button_1-1.png","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"c00a2f7a-9fb0-4bea-a8f3-518ac5d4ab8a","image":{"id":21897377,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/4413x3426/38b0fcaab9/asket-new-office-retro-16.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"eac94a8c-8a0d-4b9e-a6ea-14e4ccc84e78","image":{"id":21897361,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5792x8688/1bb5e2ddf5/spare_parts.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Black Friday shut-down","modalContent":[{"uid":"096967a5-f116-4d5d-8e70-eee5ace80b0d","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"In a statement against mindless consumption, we shut down of asket.com on Black Friday for the first time in 2018. We don't sell a single garment and encourage customers to take care of what they own instead of buying new. From this point on, we continue to close for business every Black Friday.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"}],"modalHeading":[{"uid":"e0c576cd-e50c-4ce4-85bd-50c65bb9b771","text":"November 2018","type":"default","style":"sm","component":"heading"}]},{"uid":"764b2515-bc97-466e-b33f-75f931550ceb","cardTag":"2019","component":"timeline_module_card","cardMedia":[{"uid":"7b8b7d48-f344-4dcd-ad54-a57746181b68","size":"cover","image":{"id":21905188,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5147x7717/70861faf32/dsc09951.jpg","copyright":"","fieldtype":"asset","metaData":{"size":"2816x4221"},"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"27be2556-65db-46f2-ac14-aba05ece4d9f","image":{"id":21897440,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5128x7689/a5c421d76f/dsc08850.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"f58e7414-65a9-4aee-b03d-b9f5a5747cf9","image":{"id":21897442,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5128x7689/a78488d7bf/dsc09259.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"From Sheep to Sweater","modalContent":[{"uid":"e051424a-435e-4414-a358-c1c083edf93d","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"After campaigning for traceability among Italian Mills in 2018, we convinced Tollegno 1900 to help us source single origin traceable wool by committing to buying 4.5 tonnes of wool - the equivalent of 10 times the amount of sweaters we had sold up to that point in time. In 2019 we're able to launch merino wool garments, traceable down to the sheep in Australia. The only problem: it turns out they didn't meet our requirements on animal welfare - something we only found out because we travelled all the way to visit the farm. Subsequent years we partner with Nativa to source traceable and RWS certified mulesing-free wool.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"}],"modalHeading":[{"uid":"8d36fa03-a0fe-44db-9e47-201ab918c069","text":"September 2019","type":"default","style":"sm","component":"heading"}]},{"uid":"a9fc88ad-dee2-4887-b64e-949734d65a7e","cardTag":"2019","component":"timeline_module_card","cardMedia":[{"uid":"3dc3f34c-c873-486b-bf10-4388efa9501f","size":"cover","image":{"id":21900017,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/3075x3075/291dc34162/asket_fuck-fast-fashion-wall-3-11bw.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"a045886d-f8df-4a54-a22f-622360f297c7","image":{"id":21900017,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/3075x3075/291dc34162/asket_fuck-fast-fashion-wall-3-11bw.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"5746aa80-2970-4b10-ad45-6f462ba8f911","image":{"id":21828405,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5760x3840/ba76405587/asket_fuck-fast-fashion-wall-6-copy.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Fuck Fast Fashion","modalContent":[{"uid":"e8059a6b-a979-46ff-abb6-4570b29c68be","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"We (in)famously paint a 100sqm wall opposite one of Stockholms busier high street locations with the words \"Fuck Fast Fashion\" and a small poem capturing the questionable nature of fast fashion. 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","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]},{"type":"hard_break"},{"type":"hard_break"},{"text":"Late 2023, after three years of research and development, we're able to deploy our comprehensive supply chain knowledge to calculate precise water, energy and CO2 figures for every garment and start sending The Impact Receipt - an environmental receipt alongside the monetary receipt for every order on asket.com and in stores.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"},{"uid":"95a20ee4-347e-4cf5-922b-41d3cec0d794","link":{"id":"9910f0eb-cbef-4d2d-94a7-42a417c6cbc5","url":"","linktype":"story","fieldtype":"multilink","cachedUrl":"production_en/pages/journal/asket/impact-receipt"},"label":"Read more","follow":"follow","component":"button"}],"modalHeading":[{"uid":"a0aa7354-c472-41b8-89ad-567da2fc865c","text":"Fall 2020","type":"default","style":"sm","component":"heading"}]},{"uid":"82174812-0e7b-4ee6-86be-bf2b1f79d7bd","cardTag":"2021","component":"timeline_module_card","cardMedia":[{"uid":"1a7aa427-9ac3-41a1-8800-6b3917e4526b","size":"cover","image":{"id":22378439,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/4128x2752/d8252d1e0d/_asket_norrmalmstorg1-1.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"87b90232-6d91-4e79-839e-73200f15a052","image":{"id":21897905,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/2752x4128/ca110c4ea0/_asket_norrmalmstorg2-2.JPG","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"728881df-2c31-4496-a5a1-3875bcb13469","image":{"id":21897903,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/2752x4128/3fad0377dc/_asket_norrmalmstorg7.JPG","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Asket Norrmalmstorg","modalContent":[{"uid":"7ed0fbf1-82a4-46f0-af65-ae9c7d3f1454","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"Commiting to our first ever retail lease in the middle of Covid in fall 2020, we manage to secure a prime location to build a permanent space to meet our Stockholm customers. On May 22nd 2021 we open the doors to Norrmalmstorg 1, making the entire collection available to explore and bring home, as well as offering free repairs for life on any Asket garments.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"},{"uid":"2a13b122-acf0-48c2-9f5b-0821decd5446","link":{"id":"e02f5d27-0e75-4104-9450-baf3300d7724","url":"","linktype":"story","fieldtype":"multilink","cachedUrl":"production_en/pages/stores/norrmalmstorg"},"label":"Explore the store","follow":"follow","component":"button"}],"modalHeading":[{"uid":"c7c03651-09ac-452c-84ff-f9a76e5883f3","text":"May 22, 2021","type":"default","style":"sm","component":"heading"}]},{"uid":"a0988d11-1827-45bd-a815-a3e0d394b435","cardTag":"2021","component":"timeline_module_card","cardMedia":[{"uid":"08034750-f28c-4311-bca1-0b9ba5decd0b","size":"cover","image":{"id":21973415,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/4125x5157/8bd21bec07/womens-launch-compr.jpg","copyright":"","fieldtype":"asset","metaData":{"alt":"","title":"","source":"","copyright":""},"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"941c0fe4-ebb3-4c4d-9894-d33d66e2fcf4","image":{"id":21901360,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/8250x12441/895df9ea64/01410007ed.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"dbf16d3f-b366-46e2-9a03-1d49a9a6f1f8","image":{"id":21901362,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/12441x8250/6f0a18bbfe/01360015ed.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Womenswear","modalContent":[{"uid":"eadd3d21-1170-495c-8008-2261aa909f1f","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"After careful consideration and months of development we start building a permanent collection of womenswear alongside our growing menswear range, starting with three garments: The T-Shirt, The Jeans and The Shirt.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"}],"modalHeading":[{"uid":"1e217372-380a-496e-85be-599a9f690896","text":"August 2021","type":"default","style":"sm","component":"heading"}]},{"uid":"cba5a9a7-f637-49c8-9de2-0561cd99ebc6","cardTag":"2021","component":"timeline_module_card","cardMedia":[{"uid":"fabaaebb-4ce0-4cc6-b9a1-5397ee7b31fe","size":"cover","image":{"id":21900267,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/3216x1804/2056120887/fabrikorerna_04.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"4ea0203f-3043-4faa-aa6f-c1883c9ea202","image":{"id":21899894,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/3000x2000/35641e53a4/asket_the_restore_4.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"133a890c-dd6d-4446-bb75-9b7989dd3718","image":{"id":21900273,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/3216x1804/44663406a6/fabrikorerna_05.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Revival Program","modalContent":[{"uid":"782efe7f-ecdd-4e5a-bf5c-e194bc6ae148","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"On Black Friday 2021 we introduce the Revival Program, our commitment to buy back unwanted Asket garments from customers worldwide, for repair and resale to keep our garments in use, longer.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]},{"type":"hard_break"},{"type":"hard_break"},{"text":"We partner with Fabrikörerna, a repair factory and social project on the Swedish west coast to repair the garments we take back and start saving up garments for resale.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]},{"type":"hard_break"},{"type":"hard_break"},{"text":"In 2023, having tested garment resale with popups and bulked up on cleaned, mended and repaired second hand Asket garments from our revival program, we finally open a dedicated second hand store at Bondegatan 48, Stockholm. Apart from second hand items, the space also house second grade garments and unique samples.","type":"text"}]}]},"component":"paragraph"},{"uid":"a48c1048-2ab9-4fe9-8b06-f9ee48476b01","link":{"id":"91cc211b-16d3-449e-9a21-8e7e168cb5b8","url":"","linktype":"story","fieldtype":"multilink","cachedUrl":"production_en/pages/journal/products/the-repair-factory"},"label":"Learn more about Fabrikörna","follow":"follow","component":"button"},{"uid":"21883753-47a9-41e0-9a98-2eaecbe930c2","link":{"id":"52eba25f-1690-47ca-af6c-5934de3dc2c0","url":"","linktype":"story","fieldtype":"multilink","cachedUrl":"production_en/pages/support/register-revival"},"label":"Learn more about revivals","follow":"follow","component":"button"}],"modalHeading":[{"uid":"f6888020-e818-48b2-b283-f1bae37434e0","text":"Black Friday, 2021","type":"default","style":"sm","component":"heading"}]},{"uid":"abd57080-70b3-4a0c-9525-e38f677f7095","cardTag":"2022","component":"timeline_module_card","cardMedia":[{"uid":"9c57a17f-1839-49e2-b97c-983406097525","size":"cover","image":{"id":21899192,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/2385x3578/78c88925dc/asket_hq_-lefvander_5888.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"6b1bc380-8054-4996-83c2-cadd52c795dd","image":{"id":21899192,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/2385x3578/78c88925dc/asket_hq_-lefvander_5888.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"a7b969b4-b0a2-4c9f-82d2-f62cf7f7ab81","image":{"id":21898909,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/2385x3578/1f23c1c9d8/asket_hq_-lefvander_5614.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Fiskargatan Headoffice","modalContent":[{"uid":"9438803d-7352-4281-9705-a323a5702445","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"After a year of renovation we open the doors to our new 450sqm head office to house our growing team. 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