HELLO UK! FREE SHIPPING OVER 90 GBP | ALWAYS FREE RETURNS & EXCHANGES
Introducing Full Transparency. Every cent, every ounce of CO2, every process accounted for. Know your garments. Buy less, keep them longer.
The fashion industry is historically opaque - riddled by smoke and mirrors, disabling us as companies and individuals from connecting the dots between our choices, and their impact. As the curtain unveils, the industry is grappling to meet the demand for “sustainable fashion”. Unfortunately, there’s no such thing. Every garment has a story, a cost and an impact. Green, Conscious, Recycled or Offset isn’t moving the needle. In fact, it’s confusing us into thinking we can actually shop our way out of the problem.
Full Transparency is the foundation to help us do the ONE thing that actually makes a dent:
Make educated choices. And consume less.
In 2019 we started using the data of our traced supply chain to calculate the impact of our garments. Traceability gives us data, data gives us knowledge. Revealing the hidden price tag of our garments confronts us with the truth of our habits - as companies and individuals. To meaningfully reduce our impact, we need to know what it actually is.
In May 2018, we launched Full Traceability. Because Made In labels don’t tell the full story of our garments, we created our own standard, requiring us to break down every garment into its raw components, trace them back to their origin and put that information into the labels of each piece of clothing. Our traced supply chain is the key to measuring our impact and thereafter, start deploying meaningful practices to reduce it.
Since our start in 2015 we’ve bypassed wholesale to sell directly to you. Making garments from some of the best materials and factories in the world, more affordable. With nothing to hide, we instead believe you have the right - and we have the obligation - to show you what you’re paying for. To understand the value of your clothing, you’ll need to understand its costs too. You’ll find the cost breakdown of every garment on each product page.
Early 2020 we introduced The ASKET Principles - our playbook in how we define and act on our overall responsibility as company in the fashion industry. The Principles are designed to encompass the totality of our impact and influence. It ensures we keep our promise: To only create meaningful essentials, garments free of compromise, that allow us to pursue a life with less and end the era of fast consumption. We report back on our progress yearly, so that we can keep track of our progress together. You can find a link to The Principles and our latest Progress Report in the links below.