It all started in 2015 with a T-shirt. Statistics about our somewhat absurd clothing consumption led the two Swedish friends August Bard Bringéus and Jakob Dworsky to develop a concept for sustainable and classic fashion. The idea for ascetic was born. Since both of them knew a bit about economic processes through their business studies, but less about trends and the fashion industry, they first went looking. “We didn't know anything about the textile industry at all, we just googled t-shirt producers,” said August Bringéus about the early days. It was clear to both of them that their clothing should be based on sustainable and high-quality production conditions. Their concept of an "eternal collection" and long-term partnerships in production initially caused astonishment. An expert from Stockholm created the first patterns. The friendship group of the two Swedes carried out the test wearing and exploring arm length, cut and material. Every new part is still subjected to a time-consuming test. Another advantage when a collection doesn't have to be sold within a few months. Every piece of clothing can be traced back to its raw components. In addition, for each part you can find the pure production costs broken down by material, labor and transport costs.
In the course of time, other classics of men's fashion were added to the range: Oxford shirts, chinos and merino sweaters. Your newest baby is also a good old friend: the cashmere sweater. In the interests of sustainability, the entrepreneurs did not want to use new fibers and went looking for high-quality and recycled wool. They struck gold in Italy and had a cashmere sweater made from 97% recycled cashmere and 3% recycled lambswool. The process of mechanical dyeing means that no dye or water is used.