Welcome to the latest episode of our Podcast series "In Conversation" where we bring you inspiring stories, retail insights and conversation from fashion's most influential business leaders.
August Bard Bringéus is the Co-founder of sustainable direct to consumer Swedish menswear brand ASKET, which he founded in 2015 with business partner Jakob Dworsky whom he met at the Stockholm School of Economics.
Both had grown frustrated at how hard it was to find simple and quality staples such as the humble T-shirt, sweatshirt and Oxford shirt, that fitted well and weren’t mass produced. The whole ethos of ‘buy less’ but buy better’ was very much at the forefront of their business plan from day one, with a focus on making their supply chain as visible as possible.
They even launched ASKET’s Traceability Standard – a standard that aims to achieve 100% traceability across their collection’s supply chain. Their aim is to end the era of fast consumption, and all pieces from their collections are indeed now 100% traceable, while each garment also has an impact receipt which tells you its provenance, carbon footprint and true cost.
Now in its sixth year, ASKET has recently opened its first store in Sweden, with other locations earmarked for the future, and it’s launching a womenswear collection for the first time this autumn. August tells us all about it in the latest episode of the 'In Conversation' podcast.
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