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Product Stories

From denim sourcing in Japan to the breakdown of all 50 steps involved in creating an oxford shirt, we’ve collected our short documentaries and stories of our garments in one place.

T-Shirt Denim Sweatshirt Cashmere Oxford Shirt

        The ASKET T-Shirt
      

2015. Where it all started. The mother of all our product films. This is the story of how we started with one seemingly simple goal: Creating the perfect T-Shirt.

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Want the deep dive? Here’s the the full t-shirt story, from seam to final piece.

        The Denim Journey
      

2018. Our latest story is a short documentary we made while tracing our denim back to its roots in Anjo, Japan.

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        The Sweatshirt
      

2017. Oh dear, this was quite the story. After a failed launch, a beta release and feedback from hundreds of customers we finally released The Sweatshirt 2.0 in 2017. Celebrating the struggle, we asked an olympic ring gymnast to wear it in his own struggle: the ultra hard olympic training.

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        The Cashmere Sweater
      

2016. Fabio showed us the art of knitwear and made our first cashmere. His business closed down, but his product lives on.

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        The Oxford Shirt
      

2016. The Oxford Shirt was the third product we ever made. And the amount of steps and meticulous craftsmanship it takes to create it blew us away. So we documented all of them. Enjoy!

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Want the deep dive? Here’s the the full oxford story, from design considerations to customer reviews.