For a brand built on the principle of slowing things down, ASKET has been quietly gathering momentum. The Stockholm-based label, founded in 2015 by August Bard Bringéus and Jakob Sazon Dworsky, has earned a reputation for doing things differently – no seasonal collections, no flashy drops, just a single, permanent line of wardrobe essentials, refined over time.
Now, a decade in, ASKET is crossing the North Sea. In May, the brand will open its first international store – a flagship space in the heart of Soho, London. Set across 137 square metres on Brewer Street, ASKET London will offer the full collection, alongside complimentary repairs. A rare example of a retail experience designed to slow you down rather than hurry you along.
“Opening a store in London marks a major milestone as we celebrate our 10th anniversary,” says Bard Bringéus. “London’s cultivated and vibrant energy makes it the perfect location. Having served our London community online and through trunk shows, we’re beyond excited to create a permanent home.”
ASKET London: Supplying permanence
That word – permanent – is central to ASKET’s entire ethos. In the ten years since launch, the brand has developed just 45 menswear pieces and a dozen women’s styles. No trends, no gimmicks, just well-made clothes designed to last. That means heavyweight cotton tees cut in Portugal, wool knits from Italy, and denim milled in Japan – always traceable, always made in Europe, and always with restraint.
The new store also coincides with the reveal of ASKET’s updated brand identity, which will roll out across 2025. But don’t expect any sweeping changes – this is a brand that deals in the subtle art of refinement.
In an industry obsessed with the next big thing, ASKET’s London debut feels quietly radical. A space dedicated not to shifting product, but to championing craftsmanship, repair, and a slower, more considered way of dressing. A reminder, if any were needed, that less really can be more.
Next up: How to curate the perfect capsule wardrobe.
