In a dynamic industry that thrives on endless transformation, only a few fashion brands have dared to oppose convention and elevate their apparel collections to a realm of timeless refinement.
These visionary brands have embraced seasonless business models, which have proven remarkably resilient, particularly during the pandemic when countless clothing companies grappled with excess inventory and supply chain challenges.
At times, it requires outsiders to challenge long-standing norms that have been upheld for generations.
Enter Asket, the Stockholm-based minimalist brand, which emerged in 2015, is one such.
Since the 1990s, the rise of fast fashion has perpetuated the perception of clothing as a disposable commodity. Simultaneously, the advent of social media has hastened the spread of trends and accelerated the pace at which human desires evolve, leading to increasingly rapid production cycles in the fashion industry.
While numerous trends traditionally took several seasons to permeate the fashion landscape, fast fashion companies have revolutionised this process by introducing newness to their shop floors at an accelerated pace.
One of the well-known truths within the fashion industry is the abundance of full wardrobes in affluent countries. People now possess more clothing than ever, and studies conducted by organisations like Greenpeace reveal that they are also discarding them at an accelerated rate.
This phenomenon highlights the growing trend of overconsumption and rapid turnover in the fashion realm.
