June 23, 2021

Asket launches womenswear and opens first store

3 min read

Swedish slow fashion label Asket is expanding its product range: in addition to menswear, there is now also a small offer of womenswear consisting of six items with T-shirts and shirts made from 100% organic cotton, knitwear made from recycled post-consumer wool and jeans. Asket womenswear is based on the same principle as menswear, eschewing seasonal collections.

Head of Product, Dan Vo and her team spent 24 months developing the womenswear, testing over 27 different fabrics and making up to 10 rounds of prototypes to fit over 30 different fits.

The first three garments will be available in mid-August, with knitwear following shortly after in October. Each style will be launched as a beta version of about 300 pieces–and only after a final round of customer feedback to refine the garments will production expand in early 2022. T-Shirts will retail for around €40, a pair of jeans for €125.

Asket womenswear looks

Asket womenswear looks

“Since our inception in 2015, we have taken a course that continually expands our understanding and notion of responsibility as a clothing brand, and is supported by a completely different business model. Our sole purpose is to help better value our clothing so that we can not only get by with it, but be happier with less. It’s been a journey that has taken six years, and we hope to bring all of our learnings together as we launch Womenswear, with uncompromised garments in every way, full transparency and lifecycle responsibility from the start,” said August Bard-Bringéus, Co-Founder of Asket.

In the future, womenswear will also be part of the product offering of the first Asket store, which has just opened its doors in central Stockholm. The 116 sqm space is located at Norrmalmstorg 1 and is organized around the permanent collection of garments, with purpose built, locally produced ash wood shelving at a contrast with a rough concrete floor and exposed ceiling. The lounge and fitting room area have been tucked away behind stainless steel panels to create a feeling of intimacy.

Asket store in Stockholm

Asket store in Stockholm

The store will have a focus on sharing the garments manufacturing process, fiber and material quality. The space’s design aims to encourage people to get hands-on not only with the finished garments, but with their components: greasy wool, recycled PET insulation or raw Corozo nuts used for buttons. A lounge area and cozy fitting rooms shall underline the slow approach, or as Asket puts it, ‘encourage considered purchasing decisions–or not purchasing at all.’ Accordingly, there won’t be any obvious sales registers.

The store opened in the center of Stockholm.

The store opened in the center of Stockholm.

“To slow down consumption, we need people to start understanding and appreciating what they buy,” shares Bard-Bringéus, “so we see the store as an opportunity to offer an immersive and transparent experience, beyond what we’ve been able to offer online.”

Working with Stockholm-based architects Specific Generic the design vision for the space was to keep the store uncomplicated and transparent: “Our team wanted the store to be a physical embodiment of the brand and let the garments speak for themselves, so relentless perfectionism, respectfulness towards resources and understated aesthetics where the starting point of the project,“ explains Andreas Bozarth Fornell, founder and creative director at Specific Generic.

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