Asket – Addressing existing needs instead of creating them
by Cheryll Mühlen
Asket’s core principle is that knowledge is power, which is why it not only gathers as much information as possible but also makes it transparently available for everyone. One characteristic feature of the Swedish brand is the ‘impact receipt’ issued for all wardrobe essentials such as jeans, T-shirts, outerwear and underwear. And it ignores trends and thus the core-DNA of the industry. We spoke to August Bard Bringéus, co-founder of Asket, about the value of clothing, transparency, and the brand’s ambition to go beyond what the industry currently has to offer.