Asket: A Lasting Classic

Actually, August Bard Bringéus and Jakob Dworsky were only dreaming of the perfect white T-shirt. Then the two Swedes, who met at Stockholm School of Economics, founded the fashion label Asket and began to radically rethink fashion.
Text Wiebke Brauer
Photo Presse

Mr. Bard Bringéus, how did you end up revolutionizing the fashion world?
There was this moment, back in March of 2015, when we were in Portugal visiting our first factory. We knew nothing about the industry at the time. We had studied business and just wanted to create the best possible T-shirt. At the factory, we saw how many resources go into making a shirt. Afterwards, I walked past an H&M and saw T-shirts being sold for four euros a piece. The contrast was just absurd.

How do you deal with this dilemma?
We decided to only produce as much as we really need. We don’t create demand.
But there is a demand out there for the perfect T-shirt, and that’s what you offer.

What constitutes a perfect shirt?
With all wardrobe classics, it really only comes down to two things: quality and fit.

Your shirts are very simple, very minimalist. Why do you think Scandinavians have such good style?
I suspect it has something to do with the functionalism of the 1920s and 1930s, combined with a sense of social responsibility – and because we want to use resources wisely. This combination resulted in a minimalism that became anchored in Nordic identity.

asket.com

“Creating wardrobe essentials, there are really two things that matter: quality and fit.”


ramp shop


Latest articles

To Be Continued: Jaguar Continuation Cars

On World Cat Day, we look to England - where Jaguar recently unveiled the C-Type, the next of its Continuation Cars. Driving it is an adventure of the unforgettable kind. One of the reasons for this is how incredibly uncomfortable it is to sit in a Jaguar C-Type or E-Type Lightweight. But not only that. It's also a lot of fun.

Clear as daylight: Cool products for hot days

The summer is currently in top form - and we want to follow suit. With the best gadgets and must-haves for the most beautiful time of the year. Our guide for all those who still don't have the right swimsuit - or are looking for the perfect pair of sunglasses as well as the ideal entertainment.

Art. Déco. Racer. The Bugatti Type 59/50 BIII

There are rare and legendary cars. And then there is the Bugatti Type 59/50 BIII, also known among connoisseurs as the »Cork Car.« And no, it's not just its elegant bodywork that makes it special. Rather, its entire history is incredible - and incredibly exciting. Also for the Molsheim brand itself.

Brad Pitt: A Hollywood Fairy Tale

In his latest film, "Bullet Train," Brad Pitt plays a hit man who gets involved in a decidedly wild train ride with a happy ending. Which brought us to the question: Is Brad Pitt happy? In an interview with the 58-year-old, it becomes clear which cognitive processes the actor went through - and which principle he followed to find this feeling.