Asket

Slow fashion, Sweden, Items, Clothes, E-commerce, Initiative

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The slow fashion label has momentarily removed photographs of their products.

For a period of three days in May 2024, the Swedish fashion brand Asket made the decision to delete all product photographs from its e-commerce website. Instead, the firm replaced the visuals with text descriptions for each and every item in its permanent collection of 42 pieces. August Bard Bringéus, one of the co-founders of Asket, noted that the initiative's purpose was to highlight the timeless quality of the company's clothes and to investigate the information that is necessary for making informed and environmentally responsible purchases. As stated by Vogue Business, the results were contradictory: the number of visitors to the website climbed by 25 percent, while the number of sales decreased by 54 percent in comparison to the previous week. In spite of this, 410 customers made purchases totaling 1,013 goods, 43 percent of them were first-time purchasers.

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