In an industry that thrives on perpetual change, a few fashion labels have deviated from the norm to create timeless garment lines. During the pandemic, when many garment firms struggled from overstock and supply chain issues, their seasonless business models proved remarkably robust.
A few fashion brands have deviated from the norm to create timeless clothing collections in an industry that thrives on change. During the pandemic, when many clothing companies experienced problems with overstock and supply chains, their seasonless business models proved to be particularly resilient. Could they be a viable alternative to fashion industry wasteful practices like overproduction and
overproduction? Now and again it takes pariahs to address standards that have been maintained for ages. August Bard Bringéus and Jakob Dworsky, who were tasked with creating a business plan in their final year of university, founded the minimalist brand Asket in 2015 in Stockholm. The thought was a straightforward one – they would just offer a fundamental closet of pieces of clothing that are genuinely required and that clients could constantly get back to.
When it comes to addressing standards that have been in place for ages, sometimes it takes pariahs. The minimalist brand Asket was founded in Stockholm in 2015 by August Bard Bringéus and Jakob Dworsky, who were assigned the task of writing a business plan in their final year of university. The idea was simple: they would only provide a basic closet of items of clothing that customers really needed and could always return to.
They were inspired by their shared dissatisfaction with the numerous clothes they had in their closet and the clothes they saw on the market. That just appeared to be odd and insufficient to us. As a customer, you are extremely dissatisfied. “You spend a lot of money on things that you don’t use,” asserts Bard-Bringéus, a co-founder of Asket.
You buy things that you are discontent with and don’t feel calm in. Either the quality or the style at last conveys the piece of clothing obsolete.”
