Known for its timeless menswear collections, Swedish fashion brand ASKET has officially decided to branch into womenswear.
ASKET’s first-ever women’s collection will debut as part of the summer 2021 collection. Just like their men’s styles, ASKET’s women’s collection is also sustainable. As part of that mission, six garments have been created to start.
The first three of the six garments will be released in mid-August 2021 and will include a pair of Italian denim jeans made out of 98.5% organic cotton and 1.5% naturally degradable elastane, featuring a timeless, ever-so-slightly tapered silhouette. The other two items will be a classic white t-shirt and a white button-up shirt, both made from 100% organic cotton.
Each garment in ASKET’s womenswear collection was designed with permanence in mind. The ethos behind the Scandinavian brand’s women’s collection is zero compromise, manifested in four key principles: clothing that is designed to stay, made to fit, created to last, and no-nonsense.
“Designed to Stay” refers to ASKET’s pledge to create only the clothing that people need, rather than creating needs. Second, the brand prides itself on offering smarter sizing that takes into account the different bodies of women everywhere.
Next, as part of “Created to Last,” ASKET works exclusively with durable eco-friendly materials. For example, all women’s pieces are made of organic cotton, traceable merino, recycled wool, and/or cashmere, all of which have been milled and manufactured in artisanal European factories that the brand has worked with for years.
Finally, ASKET’s “No Nonsense” principle refers to their decision not to conform with traditional practices of fashion companies, namely working with wholesalers and middlemen and offering sales that encourage unnecessary consumption. Instead, they price their garments right and offer them at that price 365 days a year, motivating people to prioritize quality craftsmanship over a trendy logo or passing fad.
“Since our inception in 2015, we’ve been on a course that has continuously expanded our understanding and notion of responsibility as an apparel brand, supported by a wholly different business model,” says August Bard-Bringéus, co-founder of ASKET. “Our sole purpose is to help us better value our clothing, having us not just make do, but be happier with less. It’s been a journey that’s taken us six years and we hope to bring all our learnings together in introducing womenswear, with uncompromised garments in every sense, complete transparency and lifecycle responsibility from the get-go.”
Upon releasing the first three pieces in their women’s collection this August, ASKET will unveil additional pieces in October.
All images in this article are courtesy of ASKET.
