Sustainable Swedish brand Asket expands into womenswear

Swedish company Asket is moving out from its menswear roots with the debut of its first womenswear collection this summer.

The six-year-old business, which offers timeless menswear staples and encourages customers to have smaller but better wardrobes, announced that it will begin by offering six garments as part of a new permanent collection for women, which will be available for the first time in 24 months.

The first three of the six products will be available in the market from mid-August and consists of a pair of trousers made of 98.5% organic cotton and 1.5% naturally degradable elastane, as well as a t-shirt and shirt made of 100% organic cotton.

The following three items will be unveiled shortly after, with the company merely disclosing that they would contain knitwear created from post-consumer wool.

Asket said each model will be released in a beta-release of 300 pieces, and only after the last round of customer feedback to refine the garments before manufacturing is scaled up in early 2022.

Asket’s permanent menswear collection, which now consists of 35 men’s essentials, has proven this strategy.

August Bard-Bringéus, the brand’s co-founder, said since their inception in 2015, they’ve been on a road that has consistently broadened their knowledge and sense of responsibility as an apparel company, supported by a fundamentally different business model.”

He added their primary objective is to teach them to respect their garments more, so that they can not only make do but also be content with less. It’s been a six-year experience, and they’re hoping to use all they’ve learned by providing womenswear with uncompromised clothes in every sense, total transparency, and lifecycle responsibility from the start.”

Asket stated that its womenswear collection, like its menswear, will have an expanded sizing system.