Background

Asket is a mens apparel brand that exists to eliminate fast consumption. Rejecting fashion’s seasonal cycle, Asket instead improves on one permanent collection of premium menswear and accessories. The brand also believes in full transparency – disclosing each of their products’ origins, materials, factories and pricing.

Approach

Four years after its founding, Asket needed to clarify and sharpen their approach to their growing global audience. A new brand and messaging platform was created, with “The Pursuit of Less” leading the new direction. Also developed was a campaign featuring intimate portraits of individual men who believe – and live – the pursuit of reduction in an era of mindless consumption. Asket’s three brand pillars also came to life in a series of still life installations, using their products as props.