Asket Debuting Women’s Wear With 50 Sizes of Jeans


Asket has announced the launching of its first permanent women’s wear collection, ranging from organic cotton tops to jeans available in 50 sizes, in August. The women’s collection follows the same seasonless platform as its six-year-old men’s range, focusing on garments made to stand the test of time in terms of quality and design, and is manufactured under transparent and responsible guidelines. The collection has been two years in the making. The design team set out to source the best farms and suppliers for fiber quality and production practices and tested over 27 different fabrics. It also produced up to 10 rounds of prototypes to accommodate more than 30 different fit models, compared to the industry standard to test on just one. The first three garments—a T-shirt, a button-down shirt, and jeans—will be available for purchase from mid-August.

“Unlike men, whose main frustration tends to be around length, our research found that women’s fit frustrations are rooted in body shape,” said co-founder August Bard-Bringéus, “So our product team has conducted countless hours of research and worked with fitting models across body types to better understand these frustrations. With it, we hope to develop silhouettes and a sizing system to make sure more women can find better fitting clothing.”

The women’s range will offer an extended sizing system — Jeans covering 11 waist sizes (23-34), three lengths (30-34) with two builds (straight and curvy), and Tops covering XXS-XXL sizes.

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