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Asket

Swedish permanent-collection clothing brand since 2015

Stockholm label focused on timeless essentials, transparent pricing and responsible production instead of seasonal fashion drops.

SwedenSwedenFashionEssentialsTransparencyFounded 2015
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About Asket

Asket was founded in Stockholm in 2015 by August Bard Bringéus and Jakob Hedberg with a permanent collection model: fewer styles, longer availability and detailed transparency on materials, factories and pricing. The assortment centers on T-shirts, knitwear, outerwear and other wardrobe essentials sold primarily direct-to-consumer.

Why consider Asket

  • Permanent collection approach against disposable fashion cycles
  • High transparency on cost, materials and factories
  • Focus on durable everyday essentials
  • Swedish direct-to-consumer brand with European production partners
  • Clear alternative to US logo-driven casual fashion

Alternatives

Brand comparison

BrandCountryPositioningMain categoryPrice level
AsketSwedenSwedenTimeless transparent essentialsClothingMid-premium
GanniDenmarkDenmarkContemporary Scandi fashionClothingPremium
Nudie JeansSwedenSwedenSustainable denimClothingMid-premium

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Brand details

Brand ownership

  1. Asket
  2. Asket AB

Market presence

  • Official online store
  • Selected pop-ups and showrooms
  • European shipping and returns
  • Direct-to-consumer wholesale-light model
  • Repair and care guidance

Brand timeline

  1. 2015Asket founded in Stockholm
  2. 2016Builds permanent collection and transparency model
  3. 2018Expands essentials range beyond core tees
  4. 2020sStrengthens impact reporting and circular services
  5. TodayReference European essentials brand for conscious wardrobes