Asket Campaign

The Raw Denim Stories

Erwan + Asket

Real Passion Shows

ASKET is an independent brand based in Stockholm on a mission to slow down fashion and end over-consumption by creating a permanent menswear collection free of compromises.

A true outlier in an industry dominated by giant fast-fashion brands relying on unsustainable production methods and aggressive sales (where billions of items end up either unworn or unsold and burned each year).

I have been a big fan of ASKET’s concept and brand execution ever since I met August and Jakob in 2016. So when they asked me last year to be a beta tester for their first denim — it was a big yes. I have been wearing these jeans multiple times a week and their team monitored closely how they evolved over time. An experience that really showed me how serious they take product engineering and how durable their garments are.

So much respect for what they are building and proud to be featured in their latest campaign.