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Team EJ test-drive a selection of sartorial staples from Swedish menswear brand ASKET, whose pared-back pieces are standard-bearers in both craftsmanship and design.

In the landscape of modern menswear, in which the biggest brands are seen frequently shouting from the rooftops about their commitments to responsible manufacturing, there comes a point when it all turns into white noise. With buzzwords like sustainability and traceability thrown around to appease a new generation of consumers increasingly led by a sartorial code of ethics, it can be difficult to determine which brands are making positive changes in a meaningful way and which are merely cashing in on a discourse that poses questions of provenance and practice.

Enter ASKET, the Swedish menswear brand whose entire philosophy rests on ‘the pursuit of less’. Unconventional in its approach to fashion, the brand famously forgo the practice of designing garments in line with the seasons, instead curating minimalist collections of high quality, everyday essentials that are sure to stand the test of time.

Conscious of the fashion industry’s effect on the planet, they live by the values of reduced consumption, a dedication to craftsmanship, and an unrelenting passion for sharp, contemporary design. By cutting out the middle-man, selling directly to the consumer and partnering with only the most responsible third-party manufacturers, ASKET are a truly modern brand, with their principles sitting at the heart of everything they do.

We took some of their staple pieces for a spin, taking a deep-dive into their world of zero compromise garments designed with the modern, conscientious consumer in mind.

The Washed Denim Jean (£110) – Words by Will Halbert

I’ll make no bones of the fact that I’m an out-and-out, indigo-blooded, denim snob. You know, the kind of guy who throws around terms like ‘loomstate’ and ‘sanforization’ like they were ‘hellos’ and ‘how d’ya dos’, all the while stroking a well-oiled beard (my well-oiled beard, for clarity) and sipping on an artisanal coffee.

That said, I’ll be the first to admit that denim isn’t necessarily the easiest fabric to don in the hot summer months. ASKET’s stone bleached, slim fit denim is a breath of fresh air in that respect. Lightweight. sustainable, go-the-distance denim milled in Japan and cut
in Italy? What’s not to like?

ASKET’s jeans offer an easy, breezy intro into quality denim, denim that holds up without scaring the hell out of the wearer with any initial stiffness or starchiness. The wash is subtle and the handfeel soft. In fact, the denim pretty much feels like a pair of jeans you’ve worn for a good few years already. And the best part (aside from the price)? That lovely, pre-wash rinse means that the denim looks the part without turning your sofa, dog and/or loved ones a deep shade of indigo blue in the process.

The Lightweight T-Shirt and The Merino Sock (£35 / £16) – Words by Evie Friar

ASKET’s lightweight t-shirt offers an airy alternative to your standard, thicker t-shirt — but the brand certainly doesn’t compromise on the garment’s quality or durability. I love the fact that it’s so light and breathable, without feeling at all thin or see-through. Its delicate trim around the neck also compliments its melange texture, boasting an element of detail that isn’t always found in a garment renowned for its simplicity.

I’d say this is probably the softest t-shirt that’s taken up residence in my wardrobe. It sits really nicely, too, lending itself well to layering or tucking in without crumpling or bunching up. And it is certainly the kind of staple piece you’ll want in every colour, to bulk out your basics and ensure a level of quality across the board.

Similarly, ASKET’s Merino socks demonstrate that the brand’s strengths really do lie in the details. Composed of a mix of wide and slim ribbed textures, they’re lightweight without compromising any of the durability or warmth you need. They come packaged beautifully, too, which I’m a sucker for!

It’s always great to discover a brand that truly takes into account its impact on the environment. The fact that you can trace the journey of each item on their website is a great touch — knowing exactly how your garments are made is so vital in keeping consumers accountable for their purchases.

The Linen Shirt and The Boxer Brief (£90 / £23) – Words by Christopher Gerrard

They say there’s a first time for everything — and, recently, the time came for me to explore the world of the linen shirt. It’s not a fabric I’ve ever really worn before. I don’t think I have the lifestyle for it. For starters, I don’t own a boat, or a holiday home in Corfu. But Swedish linen? Swedish linen with an eye for sustainability and a minimalist Scandi aesthetic? Oh, I’ve got the lifestyle for that.

There’s a real knack to designing a shirt that’s slim-fitting, tailored and effortlessly relaxed all at once. It’s even more impressive when you consider the onus of responsibility and traceability present in the life-cycle of each garment, down to each stitch. It feels special. It’s so light, it seems to breathe with you. And, at the same time, it hangs off the shoulder with heft and purpose.

I want a suit made out of it. Or some underpants. (Speaking of which, ASKET’s boxer briefs, woven from soft, high quality Egyptian cotton, turn an everyday essential item into a beautiful luxury staple.) But, until I muster up the confidence to dress myself head-to-toe in linen, I’m at least going to look into that holiday home in Corfu

To find out more about ASKET, their commitment to traceability and responsible manufacturing, and to browse their Permanent Collection, head to asket.com/shop