ASKET, a Swedish menswear fashion brand, have just launched an exciting new innovation — ‘The Impact Receipt’, showing the true environmental impact of a garment’s creation.
With roughly 11 billion receipts being issued to UK consumers each year, ASKET are redesigning the way that brands utilise receipts by offering their customers an opportunity to recognise the environmental impact their purchase has made.
For every garment in their permanent collection, ASKET will display figures on each receipt for CO2, the amount of water required and the energy consumed for the garment’s creation.
‘The Impact Receipt’ represents an agreement by both parties: ASKET are asking their customers to acknowledge the impact of their purchasing decision, whilst encouraging them to maximise the use of their garments — rather than displacing them with new ones.
Transparency is ASKET’s foundation and they challenge other retailers to follow suit. The brand invested in a two year Life Cycle Assessment with RISE (the Research Institute of Sweden) to calculate the impact of every garment in their permanent collection.
Founded 2015 in Stockholm, by August Bard-Bringéus and Jakob Dworsky, ASKET is a menswear brand on a mission to end overconsumption and restore value to the apparel industry.
Their approach is simple: do away with seasonal collections that only fuel a cycle of fast-consumption habits, instead replacing it with a single permanent collection, made under full transparency and accountability.
The timeless and quality garments are designed to last a lifetime, not 5 washes, with the aim to reduce wardrobes to the amount of garments actually needed, by caring for them for longer.
“The fashion industry is one of the most resource intensive industries on the planet and right now we don’t put a price on the environment.
By launching The Impact Receipt we want to show the true cost of a garment’s production and encourage not only ourselves but also our customers, and the industry as a whole, to think about the environmental debt we’re creating.
We need to understand that we can’t shop our way out of the problem, no matter how enticing a brand’s messaging is – we must acknowledge our impact, shop less and wear our garments longer.“August Bard-Bringéus, Co-founder of ASKET
Consumption is growing by double digits every year but the share of garments made of reused resources remains less than 1%. On top of that, we continue to throw away 60% of our garments within a year of purchasing them.
Ultimately, the brand wants people to realise that the single best thing an individual can do for the environment is to buy less, buy better and use what they do own for longer. They call it ‘The Pursuit of Less.’
You can find out more about ASKET here.