This Scandinavian brand has decided to include important information on the labels of its clothing to raise awareness among its customers

The story ofAsket begins on the benches of a Swedish business school in Stockholm. It’s there that Jakob Dworsky and August Bard Bringéus meet and decide to initiate together a timeless men’s clothing label. In 2015, the two men launched their project with, in mind, the desire to promote a minimalist wardrobe. A credo which goes against the consumer society in which Asket is, in fact, part. However, the duo is categorical: the arrival of a new brand can help reduce clothing productionif it offers quality pieces, which last over time and are produced in the respect for workers and the environment. Result: for men, the brand offers 52 references in all and for all. A cotton T-shirt, a wool coat, raw denim… Essentials that in 2021, Jakob Dworsky and August Bard Bringéus decide to decline in the feminine. Their offer, even smaller, includes 39 products that can be ordered online or discovered in Paris in the multi-brand store Center Commercial, located at 2, rue de Marseille, in the^th borough.

The motto: transparency

Clean design, well-made parts and assumed transparency. Here, in a few words, is what could sum up Asket’s raison d’être. To communicate as simply as possible with its consumers, the brand decided, in 2019, tomark on all its products the origin of the materials and their place of manufacture. On the front of the label which contains the sweater’s care instructions Cashmere Roll Neck, customers can read that the recycled wool and cashmere, as well as the elastane threads, come from Italy. The labels sewn onto the item were created in Taiwan before being printed in Hong Kong. The final product, meanwhile, was knitted and assembled in Romania. To complete this information, Asket presents on its website the different workshops in which the label’s clothes are made. In addition, Jakob Dworsky and August Bard Bringéus set up a “impact receipt“. The principle is simple: for each purchase made at Asket, the brand sends an invoice showing the cost of water, energy and CO_² clothing and its transport. “Imposing demanding standards in terms of transparency forces us to consider the true cost of the materials we manufacture and purchase”, remarks August Bard Bringéus. Consumers should come to the same conclusion.