August Bard Bringéus, Co-Founder of ASKET / Zero Compromise Garments

ASKET is an independent online-only menswear brand founded in 2015 with the mission to slow down the fashion industry and change the way we manufacture, market, and consume clothing. Based on honest production, transparent pricing, and revolutionary sizing, they're perfecting a single, permanent collection of timeless essentials and restoring the meaningfulness of the garments men use the most.

ASKET believes the world doesn’t need another fashion brand. Garments, products of delicate labour and precious resources, have lost their value. We buy more and use them less than ever - packing our wardrobes, filling landfills and fueling incinerators. Their promise is to restore the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces, their stories uncovered and told. ASKET doesn’t design for seasons, they create for forever. When something isn’t perfect, they improve it. When something is broken, they mend it. Their definition of progress is reduced clothing ownership built on pieces that will stand the test of time, both in craftsmanship and design. The brand envisions a world free of fast consumption, a world with less clutter and less waste.

In this episode of the MenswearStyle Podcast we speak to ASKET Co-Founder, August Bard Bringéus, about the history and philosophy of his menswear brand. Our host Peter Brooker asks August about why this DTC online only business wants men to buy less clothing. They discuss August's background and how he met his business partner, Jakob Nilsson Dworsky, at business school in Sweden. They both had a passion and desire to create something from scratch that was meaningful and different. This brought them to sustainability and ethics in the clothing industry. Their solution to solve the fast fashion waste problem was to build a business model that would slow consumption and increase value within the supply chain. ASKET has a single permanent collection of classic menswear pieces, fully traceable, from farm to finish line.

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