‘Back to basics’ is the philosophy behind Stockholm-based menswear brand Asket. Fully devoting their body and soul to premium wardrobe essentials, the founders August Bard Bringéus and Jakob Dworsky don’t concentrate on trends, seasons or ever new variety of products. Instead Asket’s focus lies upon two most substantial matters: quality and fit.
In fact the Swedish brand, established in January 2015, released only three items so far – a t-shirt, a pique polo and an Oxford button down shirt – creating one single permanent collection of timeless classics with one garment at a time. Produced in a small family-owned factory in Portugal, Asket only uses first-class materials, such as soft Egyptian cotton, heavy Oxford cloth or luxurious knit fabrics, to guarantee the highest possible comfort and durability.
However contrary to expectations and unlike other brands, Asket’s wardrobe essentials are very much affordable, with price tags set between €30 and €70 EUR. According to the motto ‘Essentially different’ the brand focuses solely on its garments, cutting out unnecessary expenses like the middlemen, traditional marketing or physical stores, and also willingly reveals its price policy to its customers.
All products are available online in Asket’s revolutionary 15 size system featuring two further length options in addition to the regular clothing sizes XS – XL – reconsidered to fit a larger variety of body shapes. Asket will be extending its permanent collection by launching a sweatshirt, a merino and a cashmere sweater, as well as chino pants later this year.
Author: Alexandra Zhovtenko