Founded in 2015 in Stockholm, we set out to create the perfect essential wardrobe. For almost 10 years our unwavering commitment to timeless design has produced a permanent collection of quintessential wardrobe staples. By now, we're confident enough to say our garments are so uncompromisingly timeless, they're able to transcend the need for visual representation.

The Experiment

In a radical examination of the timelessness of our garments, we've decided to temporarily remove all garment images from our communications - instead inviting you to use your mind's eye to picture the pieces in our permanent collection. So if you close your eyes and visualize a Car Coat or a Turtle Neck, in theory it should look like ours.

No Images on

To further test this theory, and see if our stringent design philosophy and highly selective product assortment of wardrobe staples could speak for itself, we decided to take down all garment images from our website for a few days. Remarkably, 410 people purchased 1013 ASKET essentials without seeing them first, a true testament to our timeless design philosophy.

The Permanent Lookbook

We've also created the only lookbook you'll ever need from ASKET. This lookbook contains not a single product image because, you know the drill - our garments are so timeless, you already know what they look like. With a limited production run of 100 Permanent Lookbooks, you can pick up a copy or view them at our Store in Stockholm.

We're Outside

This month we're also taking this radical experiment to the streets. Commuters in Stockholm and London are invited to participate with subway and street-side posters. Did you spot any yet?