Meet Jakob, the co-founder of Swedish menswear brand ASKET…
Tell us who you are and what you do?
I’m one of the founders of ASKET, a menswear brand from Stockholm that want to effectively end the era of fast fashion by showing that there are better ways of both producing and selling clothing.
How long has ASKET been going for and why did you start the brand?
We launched back in August 2015, so roughly two years by now. It all started based on our own personal frustration with what’s out there and the question of why it’s so hard to find something so simple as a great white t-shirt or blue oxford shirt without having to make compromises. Either the quality is crap or the fit is off, and if you’re ever so lucky to find both of those then the price is probably ridiculous. Or it’s made under shady circumstances. We felt there had to be a better way and ASKET is the result of that quest.
What 3 words describe the brand?
Honest, Simple and Bold.
What do you love most about what you do?
Being part of building something that challenges the status quo, and contributing towards what I believe is an important goal. One of my proudest moments was when a customer told us that we had literally changed his way of thinking about clothing.
Why do you think wardrobe essentials are so important?
They’re called essentials for good reason, they’re the cornerstone of your wardrobe no matter what style you have. It’s the pieces we wear and love the most, yet they’re constantly ignored by an industry preoccupied with chasing new trends.
What can we expect from this new range of pieces?
We’re building our universe of essentials slowly but steadily and adding a new piece every two months or so. We don’t really talk about ranges in that way, it’s all part of our permanent collection and has to be considered as part of the whole. But as usual you can expect high-quality pieces, both designed and made to last for many seasons to come.
Number one style-tip for men?
It’s perhaps one of the most worn out tips there is but it is still the best: invest in less but better pieces and never compromise on fit.
Finally, what’s your personal mantra for life?
If it was easy everyone would do it.