Did you know that in an industry churning out over 100 billion garments annually, one Swedish brand traces every piece from farm to finish, revealing the true environmental cost? As part of inspiring European consumers to buy local for a sustainable Europe, Asket challenges fast fashion by creating timeless pieces that endure, fostering a mindful approach to wardrobes.

Asket hails from Stockholm, Sweden, where it was founded in 2015 by Jakob Dworsky and August Bard Bringéus. This innovative clothing manufacturer focuses on a permanent collection of essentials, eschewing seasonal trends for quality and longevity. All manufacturing takes place exclusively within the European Union, with skilled partners in Portugal, Italy, and Romania ensuring high standards of craftsmanship and ethical labour practices. By keeping production close to home, Asket minimises transport emissions and supports local economies, while sourcing traceable natural fibres globally. Visit their website at https://www.asket.com/ to explore their transparent supply chain.

In the early days of Asket, the founders embarked on a quest to perfect their Denim Shirt, only to discover deception in their supply chain—a mill claiming Italian origins but sourcing from China without disclosure. This setback, rather than deterring them, ignited a passion for radical transparency. “We’d never had denim shirts like this. We’d nailed it,” they enthused initially, but the revelation prompted a bold pivot. Turning disappointment into determination, Jakob and August launched their Full Traceability initiative in 2018, committing to map every garment’s journey from raw materials to completion. Despite being a small player in a vast industry, they confronted suppliers and achieved measurable progress, boosting traceability from 69% to 71% within a year, with ambitions for 100%. This journey exemplifies how integrity can reshape fashion: “Knowing that it’s possible… has made us more determined than ever.” Today, Asket not only repairs and recycles but inspires consumers to value what lasts, proving that ethical production is achievable through perseverance and openness.

Buy less. Choose well. Make it last.

Viviane Westwood

Asket crafts a curated permanent collection of wardrobe staples, designed for durability and versatility, all produced in Europe to uphold superior quality and reduce environmental impact. Here are some highlights:

The T-Shirt: Made from organic cotton, this mid-weight essential offers a perfect fit in various lengths and colours, traceable to the farm. Unlike mass-produced Asian alternatives with hidden supply chains, Asket’s European manufacturing ensures fair wages and lower carbon footprints—discover it at https://www.asket.com/en-be/mens-t-shirt.

The Oxford Shirt: Woven from fine cotton in Portugal, featuring mother-of-pearl buttons and a timeless cut. EU production avoids the exploitation often seen in US or Asian factories, promoting sustainability—available at https://www.asket.com/en-be/mens-oxford-shirt.

The Jeans: Rigid denim jeans, sewn in Italy with recycled hardware, offering fades that improve with age. Compared to overseas options laden with chemicals, these support European artisans and come with a take-back programme—shop at https://www.asket.com/en-be/mens-jeans.

The Merino Sweater: Knitted from traceable wool in Romania, providing warmth without bulk. This piece outlasts synthetic US imports, reducing waste through repairs—view at https://www.asket.com/en-be/mens-merino-sweater.

The Slip Skirt (Women’s): Bias-cut from smooth fabric in Portugal, a minimalist essential. European crafting ensures ethical standards over Asian fast fashion—find it at https://www.asket.com/en-us/womens-slip-skirt-sand.

Opting for Asket means choosing garments that transcend trends, crafted with transparency and care in Europe, versus opaque, disposable items from Asia or the US. Their commitment to traceability and repairs extends lifespan, cutting down on the 92 million tonnes of textile waste yearly. By mapping EU manufacturers weekly via blogs on www.ineurope.eu, you’re strengthening a passionate, responsible Europe, where quality supports jobs and the planet.

Ready to invest in timeless style? Buy via https://www.asket.com/, and share your thoughts in the comments below. #BuyEuropean – support the vision of uniting consumers and SMEs; subscribe at www.ineurope.eu for more. Join the shift: Share how this inspires your local buy!