Reviewing ASKET's new denim line

A refreshing take on sustainably made clothing from the Stockholm-based brand.

Something I struggle with

In running Sprezza is striking a balance between consistently recommending top-tier brands and products (of which there are many) without leaning too heavily into promoting overconsumption.

It’s something I think about a lot, and I’ll admit, I’m not always great at it.

But the older I get, the more I realize how little we *actually* need to be happy.

It’s a challenge to land at that perspective, though.

Maybe you live in a reality where you rock the same uniform every day. And there’s something lovely about that. But for most, we’re constantly influenced by new products, drops, brand concepts, rebrands, collabs, blah blah blah blah blah.

There’s nothing wrong with either viewpoint, to an extent. That said, there are times when we all need to challenge our ideas and perspectives.

Enter, ASKET.

The permanent collection

I randomly connected with their team in Stockholm (I’ve known about the brand for a while) a few months back, and it’s been one of the more refreshing exchanges I’ve had with a brand to date.

If you’re unfamiliar with ASKET, let me put you on game!

I was initially drawn to the Stockholm-based brand because of their emphasis on “less is more” when it comes to clothing.

It’s a beautifully refreshing take on brand building. They pledge allegiance to the permanent collection, which is actually attainable with their model, and it's changing the way we think about clothing. Here are a few things I love most about them:

• Permanent collection: Unlike most brands, ASKET doesn't follow the fast-paced cycle of seasonal collections. Instead, they’ve created a "permanent collection" for all seasons, and make those collections timeless pieces that are designed to last beyond the trends.

• Traceability: ASKET is dedicated to transparency, which is evident from its "Full Traceability" initiative, which discloses the origins of all its garments. So, from the farm where the raw materials are sourced to the factory where the final product is assembled, consumers know their purchases' environmental and social impact, allowing them to make informed choices.

• Circularity:
  Since nearly all jawns eventually get donated or discarded, ASKET developed an awesome initiative called the Revival Program. They’ll collect your unwanted garments when they reach a point where you no longer want or need them, and you get to exchange them for credit.

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Reviewing the denim

They sent a bunch of products to road test over the next few months, in particular their latest denim line, which I’m in love with.

So, I thought I’d review those pieces here for you.

What it is

So, their new denim line has three fits: slim, regular, and loose. Each fit comes in three active washes, with two more coming soon.

• Raw denim

• Black wash

• Grey wash

At a glance, I appreciate it when brands roll out a few marquee styles or colors instead of crowding the market with too many options.

It's better to be known for core styles than overcommit to styles when you don’t know if your customers will like them.

Simplicity.

Fit, shape, and silhouette

ASKET or not, I prefer my pants, trousers, or denim fit more loosely. It’s forgiving when you’re not in your best shape, and it also looks more elegant depending on how you choose to pair items together.

Having the right shape and silhouette with your pants is the foundation to a good fit. That’s a hill I’m willing to die on!

And the shape on this ASKET denim truly is it.

We’re talking straight cut. Gradual taper to the ankle. Solid mid-rise. Relaxed crotch fit. Plenty of space in the back (which I need for my larger butt and thighs!). 32in inseam.

You could argue that they’d fit better with more of a hem, but I also like the length, so you can play with whether or not you'd want to hem them based on your vibe.

Fabric

Anecdotally, the washes they chose feel expensive, which is a beautiful thing. The last thing you want is to feel like you’re overpaying for a garment when the quality at first touch isn’t where it should be.

Both the raw denim and the black and grey washes leave you feeling that the more you wear them, the better they look over time.

They chose a 13oz fabric with 100% organic cotton for all three washes (considered midweight in the denim world), which presents a nice combo, giving you some comfort to do stuff in them while maintaining a vintage look and feel.

Price point

Okay, I think this may be the top selling point.

$180 is a fantastic price for a pair of denim relative to quality, especially with a 13oz raw selvage denim.

It’s competitive with brands like APC, Railcar Fine Goods, and Rogue Territory, which is high praise. You literally get the look, shape, and feel of a pair of handcrafted denim without having to pay that price for it.

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