"We're not fashion insiders." That’s the straightforward message from the founders of Asket, August Bard Bringéus and Jakob Dworsky. These two Swedes are perfectly fine with not being part of the traditional fashion world, believing their outsider status gives them a fresh, no-nonsense perspective.
By launching Asket, they aimed to break away from the fast-paced fashion cycles, focusing on timeless essentials every man needs, regardless of season or trend. If you visit Asket’s website today, you’ll see just three items: an Oxford shirt, a plain T-shirt, and a basic sweatshirt. That’s all.
“While other brands chase the latest trends, we invest all our time into perfecting items that last,” Jakob shared in an email when asked why they offer only these three pieces. "We analyze every stitch, fabric choice, and cut until they meet Asket’s standards."
In today’s consumer culture, many people pay for logos, labels, and big brand names. But for me, it’s all about material quality, fit, and craftsmanship, and Asket embodies that philosophy. They’ve cut out unnecessary costs like branding, advertising, and even physical stores - Asket only operates online.
Instead of spending on flashy labels, they invest in top-tier materials and thoughtful design.
Take their Oxford shirt, made from 100% Egyptian cotton with mother-of-pearl buttons, a material often reserved for shirts that cost double elsewhere. At Asket, it’s priced much more reasonably - proof that great quality doesn’t have to break the bank.
Even their packaging is a testament to simplicity, using cardboard and kraft paper but maintaining a sleek and meticulous presentation
They've done away with excess, like size tags or hang tags - size information is simply listed on the outer packaging.
Lastly, Asket offers shipping to Vietnam via UPS. Shipping costs 45 euros per order, but it’s free if your order exceeds 200 euros.
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