The Everyday Interview with the men behind the Swedish clothing brand ASKET


What and where is the perfect t-shirt? That fit, style and colour that makes you want to buy it in the dozens so you never run out. Two years ago two guys from Sweden created an ingenious size system that produced what we think is the perfect t. Jakob Dworsky and August Bard Bringéus, founders of the celebrated Swedish menswear brand launched ASKET in 2015 with a Kickstarter campaign for its first garment: the classic t-shirt.

After two years of development, the brand has now introduced the all-new Sweatshirt 2.0 with an initial run of only 150 garments. Those lucky enough to get their hands on the sweatshirt will be asked what they think after two weeks of ownership and only when the results are in, will they press the big production button.

The ASKET brand name is a Swedish noun, meaning “someone who leads a simple life, abstaining from indulging in excessive luxury and material satisfaction.” With the global popularity of the Danes’ coveted ‘hygge’, this Nordic brand brings the word to life in yet another simple and perfect release. Here’s what Jakob and August had to say in response to our 7 questions:

What did you want to be growing up? 

August: I’ve always been interesting in creating and have felt strongly about strict aesthetics. For a long time that desire fed an idea about becoming an architect, which in turn gradually shifted to a more muted, general interest in architecture, interior and furniture design.

Jakob: Like most kids I dreamt of becoming a professional football player. But as I got a bit older and more realistic I wanted to become a writer. It always had a very deep, romantic aura to it.




Where did the idea for ASKET come from and how did you bring it to life?

It came from a personal frustration with the current menswear offering and a nagging question about how something so seemingly simple as a white t-shirt could be so hard to find. None of us has ever been particularly interested in fashion, but very much so in timeless style. The basic wardrobe contains the building blocks for it and all that matters is simple design, quality materials and a great cut. Unfortunately, all that combined – and at a decent price – is practically impossible to find. We were always left making compromises.

We had the idea for a long time and it took a few years to take the leap and go all in. Doing so was quite the learning process; we had to learn the ins and outs of garment design and production. But we also made sure to surround ourselves with a lot of talented people that know the craft.

What has been the greatest challenge to your brand/work?

Production has, and probably always will be the greatest challenge. We’re perfectionists but garment manufacturing is unfortunately not always an exact science. There are an incredible amount of variables to account for and between all the different steps and human beings involved there is just a lot of places things can go wrong.

Who was or is your greatest influence?  

A: Hard one. On a personal level probably my older siblings that have always inspired never to aim high. Looking at design, I find inspiration in various aesthetics: Eames, Joseph Frank, Paul Kjaerholm – they are all quite different but you could furnish an entire House with all three and it wouldn’t look odd. In a way that’s what we’re looking for in the essential wardrobe: perfect versatility.

J: Dieter Rams. His principles of design could be considered the very building blocks of what we do at ASKET, not only in design but in our entire way of doing business.

How would you describe your personal style?

A: Timeless, functional and comfortable but with a sharp cut and monochromatic colour scale. It’s basically ASKET. We make the clothes we’ve always wanted.

J: All you have to do is look at our collection, that is basically the only stuff I wear. But more generally, I enjoy understated garments that let texture, colour and cut do the work.


Tell us something no one knows about you?

A: I had a short go at break dance when I was 11-12.

J: I used to be in to Dungeons & Dragons

7 words to describe yourself  

A: Extroverted, pragmatic, organised, emotional, ambitious, creative, straightforward.

J: Introverted, calm, creative, messy, competitive, simple, loyal.

Leave a Reply