Greenwashing Safe
★ ★ ★ ★ ★
ASKET discloses the full cost breakdown of every garment — materials, manufacturing, transport, margin — and names the specific factory, country, and worker wages on each product page. No vague 'eco-friendly' language was found across the site. One gap: GOTS and GRS certifications are claimed on product pages but we couldn't independently verify them against the public certification registries — the brand publishes the badges but not the certificate numbers.
Brand Perception
★ ★ ★ ★ ★★
Good On You, an independent fashion-rating directory, rates ASKET 'Good' — 4 out of 5 — confirming the brand's claims hold up to third-party scrutiny. The lower score on this dimension comes from Trustpilot: 2.8 out of 5 from 145 reviews, with complaints about delivery delays and slow responses. Most brands we rate with strong sustainability credentials still face a gap between environmental claims and day-to-day service quality — ASKET is no exception.
ASKET uses certified organic cotton (GOTS), recycled synthetics (GRS), and traceable non-mulesed merino wool. All production is in Portugal, Italy, and Tunisia — keeping transport distances shorter than brands sourcing from Asia. What's missing: no renewable energy data for factories, no water management programme, and no microfibre filter guidance for synthetic garments. Most brands that score well on environment have at least begun measuring factory energy use.
ASKET publishes the monthly wages of factory workers — around €1,200 in Portugal — alongside shift lengths and facility photos, directly on product pages. All manufacturing is in Portugal and Italy (EU labour law applies) and Tunisia (wages and conditions disclosed). The gaps: no independent social audit certification (such as SA8000) to verify the disclosed figures, and no confirmed freedom of association or union rights policy in the supplier code of conduct.
ASKET's ReStore programme takes back worn garments, reconditions them, and resells them on asket.com — a functioning resale loop, not a stated intention. Repair services run in-store at the Stockholm flagship, with spare parts and care guides available online. The gaps are end-of-life material recovery: many garments use blended fibres (cotton-elastane, wool-nylon) which can't be easily recycled into new fabric, and no composting or fibre-recycling programme exists.
ASKET publishes an 'Impact Receipt' for every product showing its CO2 emissions, water use, and other environmental costs — that level of product-level measurement is uncommon across fashion brands. What's absent is the next step: no formal reduction targets, no Science Based Targets commitment (a globally recognised framework for cutting emissions), and no carbon offset programme.
ASKET scored zero on innovation — no R&D investment, no closed-loop fibre recycling, and no novel bio-based materials beyond established fibres like TENCEL™ and organic cotton. The brand's structural model (permanent collection, traceability, ReStore) is commercially distinct, but the innovation criteria specifically measure investment in new materials and production technologies, where no evidence was found.
The asket.com website integrates detailed product information — fabric weight, factory worker wages, cost breakdowns, and care guides — into the shopping experience, which is uncommon for an e-commerce site. ASKET also has a permanent physical store in Stockholm offering in-store repairs. The lower score reflects a Trustpilot rating of 2.8/5 (145 reviews) citing delivery and response issues, and the absence of a confirmed sustainable shipping option.
