What ASKET does

ASKET (Asket AB) is a Stockholm-based sustainable apparel company founded in 2015 that sells a single "permanent collection" of men's and women's essentials directly to consumers. The men's collection launched in 2015 and the women's in 2021, together comprising roughly 69 active SKUs spanning T-shirts, shirts, knitwear, denim, trousers, outerwear, underwear, socks and accessories, with previous editions cycled into a discounted Archive section. All garments are made in Europe (Portugal, Italy, Romania, Poland) from natural fibres under full supply-chain disclosure that names every supplier, cost component and environmental impact metric. Supporting technology includes a Size Finder algorithm that maps user body measurements and fit preferences to recommended sizes using aggregated order and return data, plus a Returns portal (Turnr) and marketing stack (Klaviyo, Meta, Google, Hotjar).

Revenue is generated one-time per garment through DTC e-commerce on asket.com and three permanent retail locations (London Brewer Street, London Archive Store, Stockholm Norrmalmstorg), with orders fulfilled from a centralised warehouse in Poznań, Poland, typically within one business day. Pricing ranges from $55 (women's tank tops) to $530 (women's cashmere roll neck), with mid-line denim and knitwear in the $160-$270 band, free shipping above $150, free lifetime repairs, free exchanges and a take-back/revival program. Geographic reach covers EU, UK and US, with US orders shipped Delivered Duty Paid (DDP) so duties and taxes are included. The company holds no disclosed external funding, appears to be founder-owned and operated, and serves quality-conscious consumers prioritising durability, transparency and sustainable materials over fast-fashion cycles.

Name

ASKET

Legal name

Asket AB

Website

https://asket.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

ASKET is a Stockholm-founded sustainable apparel brand selling a single "permanent collection" of European-made men's and women's essentials directly to consumers via e-commerce and three physical stores, differentiated by full supply-chain transparency, lifetime repairs and a size-finding algorithm.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase model for apparel and accessories sold through e-commerce and physical retail stores. Products include men's and women's essentials across categories: T-shirts, shirts, knitwear, denim, trousers, outerwear, underwear, socks, and accessories.
2. Archive Sales: Previous editions of garments sold at reduced rates through The Archive section when designs are updated.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

ASKET designs, brands, and sells a single permanent collection of men's and women's essential garments—including T-shirts, shirts, knitwear, denim, trousers, outerwear, underwear, socks, and accessories—manufactured in Europe from natural fibers. Each garment is obsessively refined over time rather than seasonally replaced, with previous editions moved to The Archive section at reduced prices. The offering is supported by full per-garment supply chain transparency, lifetime free repair, take-back and revival services, free exchanges, and custom sizing via the proprietary Size Finder algorithm.

Product overview

ASKET is a sustainable fashion brand offering a single, permanent collection of men's and women's essentials that are obsessively refined over time. The men's collection began in 2015 and the women's collection in 2021. The product portfolio includes T-shirts (The T-Shirt, Lightweight T-Shirt, Long Sleeve T-Shirt), shirts (Oxford Shirt, Linen Shirt, Denim Shirt, Poplin Shirt), trousers and shorts (Chinos, Linen Trousers, Shorts), denim jeans (Loose, Regular, Slim fits), knitwear (Merino Sweaters, Cashmere Sweaters, Merino Zip Cardigan, Heavy Wool Sweater), outerwear (Car Coat, Denim Jacket, Field Jacket, Wool Coat), underwear and socks, and accessories (scarves, beanies, belts). The women's line mirrors these categories with tops, shirts, skirts, jeans, trousers, and knitwear. Previous editions of updated garments move to The Archive section at reduced prices. ASKET differentiates through transparency (full supply chain disclosure), sustainability (organic cotton, recycled wool, responsible wool certifications), and services (lifetime repair, take-back/revival program, free exchanges, custom sizing via Size Finder algorithm). All garments are made in Europe from natural fibers with custom length options. The brand operates physical stores in London and Stockholm.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Permanent Collection A single, permanent collection of men's wardrobe essentials continuously refined since 2015, including T-shirts (The T-Shirt, Lightweight T-Shirt, Long Sleeve T-Shirt, Pique Polo), shirts (Oxford, Linen, Poplin, Wool Overshirt, Flannel, Denim), shorts and trousers (Swim Shorts, Shorts, Linen Shorts, Linen Trousers, Chinos, Twill Chinos, Wool Trousers), denim (Loose, Regular, Slim Jeans), sweats (Sweatshirt, Hoodie, Zip Hoodie, Sweatpants, Sweatshorts), knitwear (Merino Sweater, Merino Half Zip, Cashmere Sweater, Heavy Wool Sweater, Merino Polo, Merino Roll Neck, Merino Zip Cardigan), outerwear (Washed Denim Jacket, Field Jacket, Car Coat, Wool Jacket, Wool Coat), underwear (Boxer Brief, Boxer Shorts), socks (Merino, Sports, Cotton), and accessories (Braided Elastic Belt, Cashmere Wool Scarves, Ribbed Wool Beanie, Recycled Cashmere Beanie).
• Women's Permanent Collection A single, permanent collection of women's wardrobe essentials launched in 2021, including tops (Cami Top, Tank Top, Scoop Neck Tank Top, Scoop Neck Top, Long Sleeve Scoop Neck Top, T-Shirt, Long Sleeve T-Shirt), shirts (Linen Shirt, Poplin Shirt, Lyocell Shirt), skirts (Slip Skirt, Wool Skirt), denim (Loose, Regular, Slim Jeans), trousers (Linen Trousers, Wool Trousers), knitwear (Mock Neck Sweater, Merino Turtleneck, Cashmere Sweater, Cashmere Roll Neck, Wool Cardigan), and care products.
• The Archive Reduced-rate section offering 25+ previous-edition garments when designs are updated (e.g., updated fits, colors, materials, or details). Previous editions of refined garments move here and are sold at lower prices.
• Lifetime Repair Service Free lifetime repair service offered to customers for all Asket garments, supporting the brand's anti-waste positioning and extending product lifespan.
• Take-Back / Revival Service End-of-life garment take-back and revival program allowing customers to return Asket garments at the end of their usable life, supporting circularity and reducing fashion waste.
• Size Finder (Custom Sizing Service) Personalized size recommendation tool that collects user body measurements (age, height, weight, body proportions, chest/belly/hip/calf shape) and fit preferences, cross-referencing with aggregated order and return data to identify the best size match. Customers can then order garments with custom length options for tailored fit.

Quantifiable outcome

• 100% organic cotton or natural fibres in all products; GOTS, RWS, and other certifications for materials
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability1 record

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Sartius LdacoreOthers · 17 October 2024Portuguese outerwear manufacturer in Ribeirão, founded 2018. 123 skilled artisans. Part of Valerius Hub group focused on technology, craftsmanship, and environmental responsibility. Last visited October 2024.
• Filatura Papi Fabio S.p.A.coreOthers · 9 May 20235th generation family business dating back 130 years in Gaggio Montano, Italy. Spins high-end woolen and worsted yarns including recycled wool and recycled wool-cashmere. 74 employees. Committed to DETOX project and photovoltaic energy.
• Mundicorte Confecção LdacoreOthers · 15 March 2023Portuguese garment manufacturer based in Sao Martinho do Campo, founded 1974. Specializes in high-end woven garments for menswear and womenswear. 159 employees. Responsible for cutting and sewing Asket's full lineup of shirts from Portuguese and Italian fabric mills. Last visited March 2023.
• Alextricot SRLcoreOthers · 1 November 2022Italian-owned knitwear manufacturer in Romania. Owner Franco started developing expertise at his father's Italian factory in the 1960s. Fully vertical, 10,000 sqm facility housing all knitting, linking, and laundry machinery. 146 employees. Last visited November 2022.
• Lenzing AGcoreOthers · 1 January 2018Global fiber producer founded 1938. Provides TENCEL Lyocell fibers from FSC-certified forest. Operates closed-loop manufacturing with nontoxic organic solvents recovered from previous production. 3,000 employees.
• Albini Group S.p.A.coreOthers · 1 January 2016Italian shirting experts and fabric supplier. Provides the compact 230gsm/8.5oz 2/1 twill Albini denim used in The Denim Shirt. Located in Italy.
• Filatura Tollegno 1900 S.R.L.coreOthers · 1 January 2016Century-old, vertically integrated wool spinner in Biella, Italy. Affiliated with Lanificio di Tollegno. Nativa, RWS, Oeko-Tex 100, and Woolmark certified. Equipped with photovoltaic solar panels and operates wastewater treatment plant. Also has facility in Łódź, Poland (357 employees). Partnership began 2016.
• Nativa Regenerative FarmscoreStrategic or Co-development Partner · 1 January 2016Sourcing partner for regenerative merino wool from Uruguay. Starting fall 2025, Asket sources merino wool from regenerative farms including Los Charabones, Cordillera Boquerón San José, Don Alberto, La Moderna, Rincón de Arapey, Los Galpones, San Antonio, Vimal, Las Casuarinas, and El Mudador. RWS and Nativa certified, mulesing free.
• Somelos Tecidos S.A.coreOthers · 1 January 2016One of oldest and most prestigious fabric manufacturers in Portugal, founded 1958. Located in Ronfe with 2,000+ workers. Houses all production steps from yarn to finished fabric. Partnership began 2016 with The Oxford Shirt.
• Postnord, DHL, DPDminorOthersShipping carriers for standard and express delivery across EU and UK markets.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerAdvertising and marketing platform for targeted digital advertising and customer acquisition.
• GoogleminorGTM or Marketing PartnerAnalytics and advertising platform for website analytics and Google Ads campaigns.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Everlane: US-based DTC apparel brand built around radical transparency of cost and supply chain, with a permanent essentials assortment and similar premium-but-accessible pricing. Closest conceptual analogue to ASKET.
• Buck Mason: American DTC brand with an enduring collection of men's and women's essentials focused on fit, quality, and limited SKU breadth. Competes directly with ASKET in the premium essentials category.
• Kotn: Canadian DTC essentials brand with transparent supply chain storytelling, Egyptian cotton sourcing, and a similar ethical-production narrative. Comparable in mission, price tier, and breadth.
• AYR: US DTC brand that sells an all-season essentials collection in denim, tops, and outerwear at premium price points. Converges on the same wardrobe-staples, no-trend thesis as ASKET.
• Arket: H&M Group's sustainable essentials concept brand selling timeless, well-made basics across men's, women's, and children's with full supply chain transparency. Operates in the same EU markets with a very similar value proposition.
• Nudie Jeans: Swedish sustainable denim and essentials brand offering free lifetime repairs on jeans and full supply chain transparency. Direct overlap in geography, transparency, and circularity services.

Broad incumbents

• Eileen Fisher: Established US sustainable women's apparel brand with a renew-take-back program and timeless silhouettes. Larger scale and broader assortment but converges on durable, transparent, circular fashion.
• Patagonia: Category-defining sustainable outdoor and casual apparel brand with deep supply chain transparency and a Worn Wear repair-and-resell program. A benchmark for the sustainable, durable-everything ASKET aspires to.
• COS: H&M Group's premium modern-essentials brand offering timeless, high-quality basics at accessible price points across global markets. Competes for the same customer wallet with greater scale and physical retail presence.

Emerging players

• Reformation: LA-based sustainable fashion brand with detailed impact reporting on each garment. Competes in the sustainability-conscious women's segment but with a more trend-driven assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asket
• Instagraminstagram.com/asket
• Xx.com/asketsthlm
• Facebookfacebook.com/asketsthlm

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASKET