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The Pursuit of Less
The world doesn’t need another fashion brand.
And certainly doesn’t need more clothing.
Garments, products of delicate labour and precious resources, have lost their value.
We buy more and use them less than ever - packing our wardrobes, filling landfills and fueling incinerators.
All at the expense of our society and planet.
ASKET exists to end this.
We don’t design for seasons, we create for forever.
When something isn’t perfect we improve it.
When something is broken we mend it.
Our definition of progress is reduced wardrobes.
Built on pieces that will stand the test of time.
Both in craftsmanship and design.
We envision a world free of fast consumption.
A world with less clutter, less waste, less smoke and mirrors.
ASKET. The pursuit of less.
Meaningful Essentials
Our promise is to create only meaningful essentials: Only the garments we need, and their stories uncovered and told - restoring the value and appreciation of clothing. We’re building a permanent collection of zero-compromise pieces, made under full transparency and with lifecycle responsibility. We can’t live without clothing, but we can live with a lot less and a lot better clothing, by choosing better and making the pieces we invest in count.
Zero Compromise
We’ve disregarded seasonal collections, cut out all the middlemen and fashion fat - putting our entire focus on building a single, permanent collection. Fewer pieces, more love:
- Farm to factory: We locate the finest natural materials, and partner exclusively with skilled, responsible mills and manufacturers
- Extended size system: We’ve replaced standardized sizing with our own extended, size system, taking into account that we’re all built differently and providing more people with a better fit.
- Direct to consumer: Bypassing wholesale distribution, skipping discounts and sales, we create lasting quality at the right price
Full Transparency
Every garment is the product of scarce natural resources and delicate human labor. But the full picture is rarely told: Every piece makes an impact and has a cost. We want to give the whole picture, helping both us at ASKET and you as an individual make more informed decisions:
- Origin: We break down and trace our garments to their roots, so you can learn about every factory and every touchpoint they pass.
- Impact: We’re collecting and calculating actual impact data to help you understand the impact of your choice
- Cost: With nothing to hide, we show exactly what it costs, so you always know what you’re paying for.
Lifecycle Responsibility
Whatever promises of “sustainable fashion” you hear, extending the life of the garments we already have is the only sure-fire way to actually reduce the footprint of the clothing industry. The longer we wear what we have, the less new stuff we need. That’s why we take responsibility, beyond the point of purchase, doing our very best to keep our clothing in use and out of landfill.
- Care: Our extensive garment care guides help you prolong the life of your garments
- Repair: Even the most durable garments break, and when they do we’ll be there to help out.
- Revive: Once you’re done with a garment we’ll buy it back and make sure that it gets a second life
Our Principles
The ASKET Principles & Progress reporting
Early 2020 we introduced The ASKET Principles - our open source playbook in how we define our overall responsibility as company in the apparel industry - and how we act on it. The Principles are designed to encompass the totality of our impact and our influence, making sure every decision we make is based on comprehensive knowledge of its consequences. There is no silver bullet to solve the fashion industry’s social and environmental problems - every initiative needs to be seen through a plethora of lenses to make sure something we decide to do in the hopes of reducing our impact, doesn’t just push it elsewhere.
The Principles ensure 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 working along these principles annually around Fashion Revolution Day, April 24th, so that we can keep track of our progress together.
Our Journey
join our journey
We founded ASKET in 2015 to create the perfect essential wardrobe. Over the years, our ambition grew beyond just creating the world’s best staples to using them to drive change in the fashion industry: To restore the appreciation of the garments we otherwise take for granted and help us live with less. Explore our activities, campaigns and editorials along the journey or follow us on Instagram to follow along
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