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Let me be honest with you. Almost every brand claiming to fight fast fashion is still running fifty-two drops a year with a sustainable sales rail. Askett is the exception who actually did the math. No season. No sale. No trend. Just a permanent collection of menswear essentials, refined edition after edition like software, the entire supply chain of each garment published for anyone to inspect.
Founded by August Bard Bringius and Jakub Dvorsky in Stockholm in 2015, Asket set out to answer a question: How many clothes does a man really need, if every one of them is perfect? A decade later, it hangs in their Brewer Street store in North London and ships around the world asket.com. It’s the quest for less, and here are seven pieces to get you started.
About Asket
Everything from Escate lives in the permanent collection, meaning a piece you buy today will still be around in five years, preferably. The milling, cutting and sewing of the garments is done almost entirely in European facilities, each named and visited, and each product page revealing the full cost, resources and impact behind it. The sizing system is quietly the best in the business: most tops come in three lengths per size, trousers come in appropriate waist and length combinations, so long, short and everything in between eventually gets a true fit. Old clothes go back for resale through the revival program, and repair guides and spare parts keep everything else alive.
The garment that the entire brand was built on was, and still is, the best place to start.
Custom cut from 100 percent organic long-staple cotton in a compact 180gsm midweight jersey, the T-shirt has been in constant refinement since 2015, milled, cut and sewn in Portugal by the same family-run factory that started the journey. The straight-cut silhouette comes in three lengths per size, which is a cross between a fitting tee and an almost fitting tee. Off white is the shade that works with everything else on this page.
Dense, structured and shape-retaining, it makes simple tees feel forgiving.
Tennis shirt from the 1920s, recreated with Swedish patience.
In the permanent collection since 2016 and now in several versions, the Pique Polo is woven in northern Portugal from an airy 210gsm organic cotton pique, crafted with a perfectly balanced collar, a seamless French placket and tonal mother-of-pearl buttons. The straight cut and three-length shape keep it open over shorts or tucked into trousers for dinner.
In white, this is the cleanest thing you can wear between May and September.
Sewing logic, holiday temperament.
Cut and sewn in Portugal from lightweight, dry-handle 197gsm Italian organic cotton twill by TBM Tessuti, the shorts run mid-rise, regular cut ending above the knee, with a neat waistband, slant front placket and mesh placket at the rear. Two inseam lengths per size mean the hem reaches where you want it, not where the brand has decided.
In beige, they anchor the entire summer rotation. Polo on top, swim shorts in the bag, done.
Marine plastic reborn as the smartest thing in the pool.
Knitted in lightweight, fast-drying 130g fine twill from 100 percent recycled PET, spun in Spain and cut and sewn in Portugal, the swim shorts behave more like tailored shorts than swimwear. The mesh interior, slant side pockets and a zipped back pocket handle the practicalities, and the dark navy looks dressy even when wet, which is just right.
Rinse after every swim and they’ll last for years on vacation.
The nerdiest denim story on the high street, hidden in plain sight.
The raw version of The Slim Jeans is cut from 13oz Japanese denim by heritage mill Kurabo: ring spun for a naturally uneven surface, rope dyed in a proprietary cold water indigo process, woven on an entirely solar powered loom, then cut and sewn in Italy. The mid-rise, tapered slim fit is timeless rather than tight, and the raw fabric transforms into the one-of-a-kind record of your year.
Commit, wear, wait six months before washing. The result is worth it.
Modern silhouettes, executed with old-world suppliers.
The Loose Jeans are almost all Italian production: 13 ounce organic cotton denim crafted by the prestigious Candiani mill, cut, sewn and washed within Italy, finished with recycled metal buttons, traditional tan stitching and a button fly. The mid-rise, straight-cut loose leg is the shape that menswear has settled on, and the mid blue wash is its most versatile expression.
Worn with a t-shirt and hoodie, it is a complete modern uniform in three pieces.
Everything that makes a hoodie lazy has been removed.
Custom cut from 380gsm unbrushed organic cotton loopback, milled, cut and sewn in Portugal, the hoodie ditches the pouch pockets entirely and spends the budget on a generously sized double-lined hood and brushed metal details. The result looks elevated rather than rundown, and the three-length shape keeps the hem and cuffs exactly where they should be.
Eleven months of the year, over a tee, under a coat, gray mélange is the definitive color.
final thoughts
Esket’s pitch sounds like marketing until you read the receipts on each product page. A permanent collection, traced factories, three lengths per size, a take-back program, and the clothes are engineered to be equally repurchaseable when they eventually wear out. Take your normal size across the range, use the length options faithfully, and build up slowly. The whole point is that you won’t need much.
Less, better, forever. It turns out that was the answer all along.
Shop the permanent collection here asket.com
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