Take what you know about a fashion business model and discard it. ASKET is a brand that doubles down on reducing consumption and with the right mindset, they are looking to undo some of the damage that’s already been done.

ASKET Showroom

The showroom can be found on Dalagatan 27, Stockholm.

Before I visited ASKET, they transformed a wall the only way they know how. It was another reminder that fast fashion is the opposite of what ASKET is and what it continues to stand up against. In my opinion they are at the fore of a different model of how we as consumers can shop. A slower model.

While in Stockholm I visited the showroom on Dalagatan to not only see their merino wool exhibition, but to hear first-hand the passion they have for what they are trying to do. They have a simple core collection of items with a flexible sizing structure that surpass seasonal trend shopping and only add to it when they feel is necessary. The end goal? To reduce consumption and help tackle the wider issue the entire industry faces. 

Being in the showroom – which also doubles up as the office – was a calming experience. I’ve stepped inside some where the office volume is set to high and stays there, but I feel the people that ASKET employ are more selective when they raise their voice and may perhaps provide a glimpse into the rest of their ethic. Talking me through the merino wool exhibition was Sarah, PR Manager for the brand. The exhibition explained their 100% traceability model for their merino wool offering and to be able to confidently point to every part of the process should be applauded as it can sometimes be an impossible task. The brand took it among themselves last year to start peeling back the layers to see how the garment ends up on the hanger (nb: don’t hang knitwear pieces they’ll misshape) begins. For them it starts at The Smith Farm in Australia, before then going through various dyeing and finishing in Czech Republic, Poland, Italy and Tunisia before arriving in the warehouse in Germany. All of this can be read about on their website, where they breakdown each phase.

Transparency encourages challenge and critique. Critique that I feel they welcome. After a full circuit around the exhibition and a look into the quality control that goes on with their product I ended up at Jakob’s desk, co-founder of ASKET. We talked about the current situation of the industry, I shared my praise for what they are doing and also probed into where they go from here. Traceability lays everything out, but now it is about isolating parts of the chain that could be improved. There’s real compassion there in not only Jakob and August (the other co-founder), but in everyone working in the office.

In my eyes, ASKET is product and environment first, sales second. Though the latter is important, I feel the brand has harboured an environment which doesn’t patter to it, refuses to be rushed by targets and instead bunkers down to what they feel is right. I left the showroom feeling uplifted knowing there are brands out there with an honest motive. I also left with Sarah’s promise of the best buns in Stockholm being located at the end of the street. Another visit is needed before confirming this title.jbicon