- | 10:30 am
Two years in the making, these jeans are the antidote to fast fashion
Fashion brands grow by selling you clothes that will go out of style. Asket sells you pieces that will last at least five years, so you don’t need to come back for more.
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When Levi Strauss invented the blue jean in 1873, it was a feat of design. Made from copper rivet-reinforced denim, they could withstand years of manual labor, while still projecting an air of effortless cool. But today, jeans are just another example of disposable fast fashion. Brands like Shein and H&M crank out cheap, trendy pairs every season, designed to be thrown out within months—contributing to the 2 billion pairs churned out every year.
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[Photo: courtesy Asket]
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[Photo: courtesy Asket]
![](https://1661362760.rsc.cdn77.org/wp-content/uploads/02-90777924-two-years-in-the-mak.jpg)
[Photo: courtesy Asket]
![](https://1661362760.rsc.cdn77.org/wp-content/uploads/15-90777924-two-years-in-the-mak.jpg)
[Photo: courtesy Asket]
![](https://1661362760.rsc.cdn77.org/wp-content/uploads/09-90777924-two-years-in-the-mak.jpg)
[Photo: courtesy Asket]
![](https://1661362760.rsc.cdn77.org/wp-content/uploads/13-90777924-two-years-in-the-mak.jpg)
[Photo: courtesy Asket]
“We put all our efforts into getting new people to try us out,” says Bringéus. “We don’t actively try to get our existing customer to buy things they don’t need.”