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Due to last minute changes in production and lacking quality control, we start selling sweatshirts with severe measurement defects. It turns out 60% of the 800 ordered sweatshirts are defect and a long enquiry starts. The outcome of the whole debacle is our principle of continuous and obsessive refinement: Starting with internal wear testing for months, we launch a new product only in small quantities, take in feedback before ramping up volumes and continue to evaluate and refine each piece over time.","type":"text","marks":[{"type":"textStyle","attrs":{"color":""}}]}]}]},"component":"paragraph"}],"modalHeading":[{"uid":"11216aa4-fa6d-4585-8a0e-3663bca22491","text":"January 2016","type":"default","style":"sm","component":"heading"}]},{"uid":"3f883525-4f96-4291-8c02-f0620c89d47a","cardTag":"2018","component":"timeline_module_card","cardMedia":[{"uid":"e6008927-5c27-4bc7-9819-e315b9acf159","size":"cover","image":{"id":21897152,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5096x5096/d09e6cc440/2_asket_traceability_label-1-1.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"position":"50% 50%","component":"background_image"}],"modalMedia":[{"uid":"b4a4e0cd-8169-4562-8228-9371b660e710","image":{"id":21897159,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/4862x7292/1e39291c9e/1_asket_traceability_label.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"},{"uid":"2e2b292c-d8c6-472d-9364-b333be19fd13","image":{"id":21897160,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://www.asket.com/images/5792x8688/cd6ef65232/2_asket_traceability_label.jpg","copyright":"","fieldtype":"asset","metaData":[],"isExternalUrl":false},"component":"image"}],"cardHeading":"Full Traceability","modalContent":[{"uid":"97a92be9-45e8-4182-b582-4b8e3a6a6b77","text":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"Off the back of a supplier changing cotton sources without letting us know, we're able to uncover the full supply chain of our oxford shirt - down to the sewing thread and buttons. 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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. 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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. 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