Swedish slow fashion label Asket is expanding its product range: in addition to menswear, there is now also a small offer of womenswear consisting of six items with T-shirts and shirts made from 100% organic cotton, knitwear made from recycled post-consumer wool and jeans. Asket womenswear is based on the same principle as menswear, eschewing seasonal collections.
Head of Product, Dan Vo and her team spent 24 months developing the womenswear, testing over 27 different fabrics and making up to 10 rounds of prototypes to fit over 30 different fits.
The first three garments will be available in mid-August, with knitwear following shortly after in October. Each style will be launched as a beta version of about 300 pieces–and only after a final round of customer feedback to refine the garments will production expand in early 2022. T-Shirts will retail for around €40, a pair of jeans for €125.
In the future, womenswear will also be part of the product offering of the first Asket store, which has just opened its doors in central Stockholm. The 116 sqm space is located at Norrmalmstorg 1 and is organized around the permanent collection of garments, with purpose built, locally produced ash wood shelving at a contrast with a rough concrete floor and exposed ceiling. The lounge and fitting room area have been tucked away behind stainless steel panels to create a feeling of intimacy.
Working with Stockholm-based architects Specific Generic the design vision for the space was to keep the store uncomplicated and transparent: “Our team wanted the store to be a physical embodiment of the brand and let the garments speak for themselves, so relentless perfectionism, respectfulness towards resources and understated aesthetics where the starting point of the project,“ explains Andreas Bozarth Fornell, founder and creative director at Specific Generic.
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