Asket launches women’s jeans, starting with 50 jeans sizes – Sourcing Journal
The Swedish men’s clothing brand that strives to “restore value to the garment industry” falls into the women’s category with a tight collection of wardrobe essentials.
Starting with six pieces of clothing, Asket announced the launch of its first permanent collection of women’s clothing in August, ranging from organic cotton tops to jeans available in 50 sizes. The women’s collection follows the same seasonless platform as its six-year-old men’s line, focusing on clothing made to stand the test of time in terms of quality and design, and is made to precise guidelines. transparent and accountable. The first three items of clothing, a t-shirt, a button-down shirt and jeans, will be available for purchase from mid-August. Knits made from post-consumer recycled wool will follow in October.
Each style will be launched as part of a beta of some 300 coins. Asket plans to ramp up production in early 2022 after a final round of customer feedback allowed the company to refine the clothing. This model “not only minimizes waste and creates better clothes, but also engages customers in the intricacies of clothing design,” the company said.
The women’s collection has been in preparation for two years. The design team focused on finding the best farms and suppliers for fiber quality and production practices, and tested over 27 different fabrics. It has also produced up to 10 series of prototypes to accommodate over 30 different fit models, compared to the industry standard for testing on one.
Similar to Asket’s men’s collection, the women’s range will offer an extensive sizing system. The tops are offered in XXS-XXL and the jeans cover 11 waistlines (23-34), three lengths (30-34) and two constructions (straight and curvy). “One of Asket’s fundamentals is shape,” said co-founder August Bard-Bringéus, adding that for too long the fashion industry has “squeezed” billions of consumers into just five sizes, XS-XL.
“Unlike men, whose main frustration tends to be around length, our research has found that women’s fitness frustrations are rooted in body shape,” he said. “Our product team therefore carried out countless hours of research and worked with models suitable for all body types to better understand these frustrations. With it, we hope to develop silhouettes and a sizing system to ensure that more women can find better fitting clothing. “
Women’s jeans, called the Standard, are a tapered silhouette that Bard-Bringéus says doesn’t fit into traditional labels like skinny, boyfriend, or flare. The blue jeans are made from 13 ounce Italian denim, which is 98 percent organic cotton and 2 percent biodegradable spandex. The company tested six different denim fabrics before they launched on this one. “It’s thicker denim than most women’s jeans, but with just the right amount of stretch. It gives structure to the right places, while retaining some flexibility, ”he said.
Asket plans to eventually introduce different washes and styles.
“Since our inception in 2015, we have followed a path that has continuously broadened our understanding and notion of responsibility as a clothing brand, supported by a totally different business model,” said Bard-Bringéus. “Our only goal is to help us better value our clothes, by making us not only get by, but be happier with less. “
The company takes into account the environmental impact of its products from the fiber to the end of life. By showing people exactly what goes into making their clothes, Asket believes it can encourage more thoughtful purchasing decisions and clothing appreciation while also increasing the longevity of clothing.
The brand introduced The Impact Receipt last year, a consumer-driven calculation that breaks down and shares the true environmental impact of their clothes. Through the printed receipt, Asket shares data on the amount of water and energy consumed in the production of the garment as well as the amount of carbon dioxide emitted. It has also redesigned its packaging by switching to glassine bags made from Forest Stewardship Council certified paper and reducing the thickness of the cardboard it uses. Doing all of this has helped Asket cut its emissions by 47%, he said.
The women’s collection will sell for between $ 50 and $ 150. “As with men’s clothing, we will have transparent pricing so our customers can see the landed cost as well as our profit margin on each piece,” said Bard-Bringéus. “It’s our way of showing the intrinsic value of a garment, while offering the consumer a fair price.