ASKET

A collaboration between the menswear brand ASKET and award-winning fashion photographer Jonathan Daniel Pryce aim to challenge the trendy fashion system with a photo series that is based on timeless things in focus.

Throughout the series, subtle hints point to shortcomings in the current fashion system; the detrimental cycle of overproduction, as well as the excessive dependence on discounts to generate income, but consumers only in it training, shopping at the sale.

"Typically, editorial shootings show the latest fashion trends and short-lived seasonal pieces, but in collaboration with Jonathan we wanted to express this idea in ask questions and show that fashion fades with the season, but true style is is being enforced", says August Bard-Bringéus, co-founder of ASKET.

He continues: "With these images we make a statement against a culture that promotes relentless buying, especially now before Black Friday. Instead, we would like to encourage people to inspire them to focus on fewer, but high quality things that they year after year."
 

The fashion industry operates in a system that is unrealistic and shows no signs of abating. A growth rate of 7% is predicted until 2023. This growth is likely to be driven by the current business model, which is based on an overproduction cycle that places an enormous burden on planetary resources and often vulnerable people working in the supply chain. In a market that is already oversaturated, brands continue to rely on discounts to generate revenue. 
 

In fact, recent studies show that many brands expect to have to reduce 40% of their inventory, effectively rendering garments obsolete. This cycle is so detrimental that in 2018 H & M was sitting on unsold inventory of $4.3 billion and Burberry was destroying $37 million worth of merchandise. The fashion industry urgently needs an update.
 

ASKET adds only 3 to 4 new styles to the permanent collection of Menswear Essentials per year: the decision to expand the product range with something new is never light. Once a new garment is added, a limited initial production run time to get customer feedback before production is increased.

While these product launches are sold out in the first round the brand will ensure that all garments are an integral part of the permanent collection, so that the pendants are year after year to their favorite pieces can return.
 

No cheap tricks for short-term profits. No sale, never. And certainly no sale on Black Friday. Always the same prices - for more thoughtful purchases. And while some garments will be sold out from time to time, they will always come back with the permanent collection. No sell-outs.