Swedish men’s ‘meaningful essentials’ DTC apparel brand Asket has introduced ‘The Impact Receipt’, which shows the true cost of each garment’s production, from CO2 emitted to the amount of water and energy consumed.
The brand does this by tracing their supply chain ‘from farm to finish line’. Asket aims to reduce consumption of clothing by encouraging customers to buy less, but better. The English translation of Asket is Ascetic, meaning ‘one who does without abundance’.
Asket’s website claims: “The world doesn’t need another fashion brand. Garments, products of delicate labour and precious resources, have lost their value. We buy more and use them less than ever – packing our wardrobes, filling landfills and fuelling incinerators.
Our promise is to restore the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces, their stories uncovered and told. We can’t live without clothing, but we can make the pieces we choose to invest in count.”
Underlining this philosophy, the Impact Receipt for Asket’s t-shirts says you should be getting 180 wears out of the item to make them sustainable.
Following an initial trial in 2020, in November 2023 the brand announced it would be rolling out the receipts for every piece item of clothing the brand sells. While it’s an interesting way to get consumers thinking about the impact of their purchases, it’s crucial that this type of technical product information is accompanied by educational resources that help people understand what they mean.
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