The Pursuit of Less

Buy less, but better

We're creating one, permanent collection of uncompromised essentials, helping us live happier with less.

Garment Philosophy

Know your garments

We uncover all the costs, the craftsmanship and resources required to create our garments.

Full Transparency

Wear each item, longer

We provide care and repair support and buy back unwanted ASKET items for resale or recycling.

Lifecycle Responsibility

The Misery Machine

We met up with Jacob Östberg, Professor of Marketing, to talk about serious matters: how did we become the consumer society we are, what role does advertising play - and are humans really rational beings?

Explore the story

A Radical Test of Timelessness

In a genuine test of timelessness, we invited our customers to close their eyes and envision their wardrobe essentialism with it we aimed to prove whether our design philosophy could speak for itself.

Explore the story

Worn Stories

Over time, our garments become repositories of their own stories. Each one a testament to longevity and a tribute to the intrinsic value of each piece.

Explore the worn stories

The Impact Receipt

When you purchase an ASKET garment, you don't just get your monetary receipt but an impact receipt too. The receipt breaks down your purchase into its garment, shipping and packaging related impact.

Know your impact