ASKET To Soon Open In Soho, London
ASKET is a Swedish clothing brand that has gained significant recognition globally for its transparent, minimalist, and sustainable approach to fashion. Though its origins are in Stockholm, ASKET has resonated strongly with consumers in cities like London, where there is a growing appetite for ethical and timeless clothing. The brand’s ethos aligns well with the progressive fashion culture in London, a city that blends tradition with innovation and is home to a large base of eco-conscious consumers.
ASKET Fashion Disruption
Founded in 2015 by August Bard Bringéus and Jakob Dworsky, ASKET set out to disrupt the fast fashion industry by creating “the pursuit of less.” Rather than chasing trends and seasonal collections, the brand offers a permanent collection of high-quality wardrobe essentials designed to last in both style and durability. This philosophy is particularly appealing in London, where the fashion scene is vast and diverse, yet increasingly mindful of the impact of consumption.
One of ASKET’s key differentiators is its radical transparency. Every garment comes with a full breakdown of its cost, from raw materials to labor, transportation, and final markup. In a market like London, where consumers are becoming more critical of supply chains and brand ethics, this level of openness builds a strong rapport with shoppers who demand more than just aesthetics. Moreover, the brand discloses the origin of every material used in its products, mapping each step of the manufacturing journey—a move that resonates with environmentally and socially conscious individuals.
ASKET Sustainability Buzzword
Sustainability is more than a buzzword for ASKET; it’s a foundational principle. The company deliberately avoids the seasonal model and instead focuses on reducing waste through a permanent collection. They also offer a garment care and repair program, and even encourage customers to return old items for recycling. This model is well received in London, a city pushing toward circular fashion initiatives, zero-waste movements, and carbon neutrality in retail.
ASKET’s minimalist aesthetic also plays a significant role in its appeal. Londoners are known for their eclectic yet functional style, often blending contemporary minimalism with classic tailoring. ASKET’s pieces—think well-fitted T-shirts, crisp Oxford shirts, and quality denim—fit seamlessly into this lifestyle, offering versatility without excess. The brand’s extended sizing system further distinguishes it, accommodating a broader range of body types with its inclusive sizing approach.
ASKET To Open London Store
Though ASKET does not yet have a standalone store in London, it has hosted various pop-up events and temporary showrooms in the city, drawing attention from fashion editors, influencers, and everyday consumers alike. Their strong online presence and effective direct-to-consumer model make it easy for Londoners to access their products and values, with fast shipping and easy returns available in the UK. However, come May 2025, the brand will be finally opening its first international store, a flagship space in Soho, London. To be located on Brewer Street, ASKET London will offer their full collection of slow fashion wears.
ASKET has carved out a meaningful space in London’s fashion landscape, not by following trends but by challenging the industry’s norms. With its commitment to transparency, sustainability, and timeless design, ASKET represents a shift toward more responsible consumption. As awareness grows around the environmental impact of fashion, brands like ASKET are well-positioned to lead the charge in cities like London that are ripe for change.