Marking ten years of the Asket T-Shirt - we are dedicating the first edit of our explorational campaign series “A Case Study” to this iconic staple. We pick apart its anatomy and history. Its design and texture, the craftsmanship and considerations that go into making something so seemingly simple our lifelong pursuit.

The white T-shirt is never louder than the person wearing it. It doesn’t dominate an outfit, it completes it. It provides balance — a clean canvas against which other garments and accessories take shape. It brings to the fore the individual, it doesn’t attempt to take over. It highlights proportion and cut, an exercise in restraint. Drawing attention to the face it frames, and the body it shapes. The garment is constant, the expression belongs to the wearer.

Few garments are as universally worn and loved as the T-Shirt. From its beginnings as a military undergarment in the late 19th century, it moved into civilian use in the early 20th. By mid-century, thanks to figures like Marlon Brando and James Dean, the plain white T-Shirt became a rebellious symbol of youth culture. Today, it is a wardrobe cornerstone: democratic, versatile, and ever so relevant.

The classic white T-Shirt epitomises the art of reduction. Without superfluous ornamentation or temporary designs, it all comes down to the integrity of the product: the fabric, the fit and the design of the few functional details needed to keep it together.

Art Direction: Alter id & MAU/MAU
Photographer / DOP: Bennie Julian Gay
Set Designer: Emilie Florin
Stylist: Amanda Nädele
Hair & Make Up: Erika Svedjevik
Production: Alter id & Mau/Mau