ASKET
Rated: Fair
Price: $$
Location: Sweden
Quick verdict
ASKET is best for quality-focused consumers who want the most transparent brand in sustainable fashion. Full stop. The Swedish essentials brand sets the industry benchmark with its Impact Receipt (per-garment CO₂, water, and energy data), published factory salaries and shift lengths, ~89% average traceability, and EU-only manufacturing (Portugal, Italy, Romania) with free in-store repairs. Caveats include a polarised 2.6/5 Trustpilot score and a deliberate 2025 pivot away from sustainability-led messaging toward quality-first positioning.
Key info
- Headquarters
- Stockholm, Sweden
- Founded
- 2015
- Product categories
- Menswear, Basics, Minimalist
- Price range
- $$
- Key certifications
- GOTS (94% of cotton garments), GRS (recycled wool/cashmere), RWS (Responsible Wool Standard, all virgin merino mulesing-free), ZDHC
ASKET sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
94% of cotton garments are GOTS certified (targeting 100%). GRS-certified recycled wool and cashmere. All virgin merino is RWS-certified and mulesing-free. ZDHC zero discharge of hazardous chemicals. Every garment has a per-item Impact Receipt showing exact CO₂, water, and energy footprint.
Manufacturing exclusively in the EU: Portugal (majority), Italy (denim, underwear), Romania (knitwear). Publishes factory legal names, locations, employee counts, average salaries, and shift lengths in "Meet the Makers" section. No confirmed living wage verification exists despite exceptional transparency.
Impact Receipt developed through 2-year Life Cycle Assessment with RISE (Research Institute of Sweden). Reports Scope 1, 2, and 3 emissions annually. 100% plastic-free packaging using compostable bags and FSC-certified paper. Revival take-back program and free in-store repairs at Stockholm and London locations.
Industry-leading. ~89% average traceability (Tier 1: 100%, Tier 2: ~97%, Tier 3: ~77%). Full cost breakdowns disclosed for every garment. The T-Shirt's $11 production cost is publicly stated alongside its $65 retail price. Publishes factory-level data including salaries and working hours.
T-shirts at $65, Oxford shirts ~$190, cashmere sweaters ~$200, wool coats ~$490–$590. Premium but justified by EU manufacturing, certified materials, and the "permanent collection" philosophy. Items are continuously refined rather than replaced seasonally. Profitable 4 of the last 5 years.
What they do well
- Impact Receipt. Per-garment environmental data: Every purchase includes a breakdown of exact CO₂ emissions, water usage, and energy consumption, developed through a 2-year Life Cycle Assessment with the Research Institute of Sweden.
- Industry-leading supply chain transparency: Publishes factory legal names, locations, employee counts, average salaries, and shift lengths. ~89% average traceability across all garments. Full cost breakdowns show production cost vs. retail price for every item.
- Comprehensive circularity programs: Revival take-back program (up to $25 per item), ASKET ReStore (physical resale/repair outlet in Stockholm), and free in-store repairs at both Stockholm and London locations.
- EU-only manufacturing with top-tier certifications: All production in Portugal, Italy, and Romania. GOTS (94% of cotton, targeting 100%), GRS, RWS (all merino mulesing-free), and ZDHC compliance.
- "Permanent collection" anti-fashion philosophy — No seasonal collections; items are continuously refined over years. This approach, combined with a strictly limited range, directly counters overconsumption and trend-chasing.
Room for improvement
- Sustainability-messaging pivot raises questions: In 2025, ASKET deliberately stepped back from sustainability-led marketing to focus on quality and design, citing "sustainability fatigue." While practices remain unchanged, the pivot may signal commercial pressure on purpose-driven brands.
- No B Corp certification or science-based targets: Despite being the transparency benchmark, ASKET is not B Corp certified and has no formal science-based emissions reduction targets, though it reports Scope 1, 2, and 3 emissions annually.
About ASKET
ASKET was founded in 2015 in Stockholm by August Bard Bringéus and Jakob Nilsson Dworsky, who met at Stockholm School of Economics. The brand is privately owned by its co-founders with only ~$800K in angel funding. It has never taken VC money, a deliberate philosophical choice. Revenue reached an estimated 156 million SEK (~$16M) in 2024, with the brand profitable 4 of the last 5 years.
The brand's signature innovation is the Impact Receipt, developed through a 2-year Life Cycle Assessment with RISE (Research Institute of Sweden). Every purchase includes per-garment CO₂, water, and energy data. For example, The T-Shirt shows 5.8 kg CO₂, 27.8 m³ water, 32.7 kWh energy. Supply chain transparency is exceptional: the "Meet the Makers" section publishes factory legal names, employee counts, average salaries, and shift lengths. Average traceability reaches ~89% across all garments.
Manufacturing takes place exclusively in the EU: Portugal (majority), Italy (denim, underwear), and Romania (knitwear). The permanent collection spans t-shirts, shirts, knitwear, outerwear, denim, trousers, sweatshirts, underwear, and accessories, with womenswear added in 2021. Circularity programs include the Revival take-back (up to $25 per item), the ReStore physical resale/repair outlet in Stockholm, and free in-store repairs at both Stockholm and the London store opened in 2025.
A notable 2025 development: ASKET is deliberately stepping back from sustainability-led messaging to focus on product quality and design. Co-founder Bringéus acknowledged "sustainability fatigue" among consumers, a pragmatic response to the "slow fashion recession" affecting responsible brands. Awards include Drapers Sustainable Fashion Brand of the Year and Best Carbon Footprint Initiative.
Product highlights
The T-Shirt
GOTS-certified organic cotton tee, continuously refined since 2015; Impact Receipt shows 5.8 kg CO₂ per garment
~$65
The brand's founding garment; full cost breakdown publicly disclosed ($11 production cost). The most transparent t-shirt in fashion.
The Oxford Shirt
GOTS organic cotton Oxford made in Portugal, part of the permanent collection
~$190
Core wardrobe staple with full Impact Receipt and published factory data including worker salaries
The Merino Sweater
RWS-certified mulesing-free merino wool sweater manufactured in the EU
~$160
Demonstrates the brand's commitment to animal welfare. All virgin merino is RWS certified and mulesing-free
The Slim Chino
Organic cotton chino trousers made in Portugal, part of the permanent collection
~$220
Exemplifies ASKET's anti-seasonal approach. Continuously refined rather than replaced each season
