"We're not fashion insiders," say August Bard Bringéus and Jakob Dworsky, the founders of Asket. These two Swedish men stand by that statement proudly, knowing that being outsiders in the fashion world gives them a fresh, more grounded perspective.
With Asket, they go against the current, challenging every fleeting trend by offering only the essentials that every man should have in his wardrobe, no matter the occasion or time. Visit Asket’s website today, and you’ll find just three key items: an Oxford shirt, a basic T-shirt, and a plain sweatshirt. That’s it.
“While other brands scramble to keep up with trends, we focus all our efforts on creating timeless pieces,” Jakob explained in an email when I asked, “Why these three items?” He went on to say, "We carefully examine every cut, seam, and material, ensuring each piece meets Asket’s standards of perfection."
In a world where people are often paying for brand names, labels, and logos, Asket prioritizes fabric, fit, and cut. These qualities are at the heart of their designs. It’s refreshing to see a brand that believes in the same values. They cut out unnecessary costs, including labels, logos, advertising, and even physical stores (Asket is 100% online).
Asket’s mantra? Spend your money on quality and design, not flashy logos.
The brand’s focus is on high-quality materials. Take their 100% Egyptian cotton Oxford shirt with mother-of-pearl buttons - while other brands might sell this for around 140 Euros (over 3.5 million VND), Asket offers it for half the price.
Even their packaging, made from simple materials like cardboard and paperboard, is impressive in its minimalism.
Asket eliminates anything that doesn’t serve a purpose: size tags, hang tags, and even logos. Size info is printed on the outer packaging instead.
Oh, and did you know Asket offers shipping to Vietnam through UPS? Shipping costs 45 Euros per order, but it’s free for orders over 200 Euros.
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