In a bold move, Asket marks its tenth anniversary with the completion of a permanent collection that challenges the status quo of the fashion industry. Founded in 2015 by the visionary duo August Bard Bringéus and Jakob Sazon Dworsky in Stockholm, this direct-to-consumer brand has consistently redefined what it means to invest in quality over quantity.
Lauded for its meticulous selection principles and exceptional transparency, Asket proves that less truly is more, having crafted a mere 50 garments over the decade. This fall, the Swedish label will unveil its last product—the Italian-milled Wool Trouser, a sophisticated addition set to elevate the men’s collection. It’s a fitting capstone to their unwavering commitment to lasting design, echoing the ethos behind their first-ever item, the award-winning organic cotton T-shirt.
As Bard Bringéus puts it, “How many garments do we need? A lot less than most of us have in our wardrobes today.” This philosophy—born from a personal frustration with the fleeting trends of the fashion world—urges consumers to embrace mindful choices, rejecting the relentless churn of seasonal styles.
Location: 72-74 Brewer Street.
Opening date: May 8th 2025.
The store will house Asket’s full permanent collection for purchase and offer
complimentary repair services. www.asket.com
www.instagram.com/asket
A New Era Begins
Asket’s journey doesn’t culminate with the last garment; rather, it marks the dawn of a new era. The brand is increasingly focused on refining its existing offerings and delving deeper into innovative craftsmanship. “We won’t be adding more products to our permanent range, but that doesn’t mean we’re done,” states Bard Bringéus. The aim? To enhance the product experience and foster deeper connections with their community of conscious consumers.
London Flagship: A Physical Manifestation of Timeless Design
The excitement doesn’t end with product launches. On May 8th, 2025, Asket will officially open its first flagship store outside of Sweden, nestled in the vibrant Soho district of London. Designed by the innovative Swedish architects Profan, the store will reflect Asket’s minimalist aesthetic, featuring sustainably sourced materials and a space that invites visitors to engage with the brand at their own pace.
“London’s cultivated and vibrant energy makes it the perfect location for our second flagship store,” adds Bard Bringéus. Having fostered a strong community through e-commerce and pop-ups, Asket is eager to establish a permanent home in this dynamic city.
A Revamped Identity for a Timeless Vision
To honor this milestone, Asket will also unveil a refined visual identity that encapsulates its dedication to permanent design, exceptional quality, and continuous improvement. The new flagship will house the complete permanent collection and provide complimentary repair services, reinforcing Asket’s commitment to sustainability and reducing waste.
With this anniversary, Asket not only celebrates a decade of innovation but also invites us to question our relationship with fashion. It’s a call to action for a future less dominated by disposability and more rooted in the appreciation of timeless craftsmanship.
For more on Asket and to explore their captivating collection that transcends fleeting trends, visit www.asket.com.
Asket Founders