Asket Lands in London: Swedish Minimalism Finds a Soho Home

Swedish menswear label Asket is stepping off the screen and onto the streets with the opening of its first international store in London, set to launch on May 8th. The new flagship on Brewer Street, nestled in the heart of Soho, brings the brand’s sharp focus on sustainable, understated wardrobe essentials to a brick-and-mortar audience for the first time outside Sweden.

Marking its 10th anniversary, the move signals a major milestone for a label that’s quietly built a cult following by doing things differently. Asket has never been about hype or seasonal churn. Instead, the brand has made a name for itself with a permanent collection model, favouring consistency and craftsmanship over constant reinvention. Think heavyweight white tees, raw denim, and the kind of Merino sweaters that hold their shape long after the others have given up.

The new London store echoes that same ethos. It's not just a retail space, but a physical expression of the brand’s “radical transparency” mantra. Expect to find impact receipts detailing the environmental footprint of each piece, item traceability down to the factory, and the sort of considered detailing that’s earned Asket a reputation as one of the few DTC brands that’s genuinely walking the sustainability talk.

The opening also coincides with the launch of a refreshed digital platform and the announcement of the 50th—and final—piece in their permanent collection, landing later this year. That kind of restraint, especially in an industry that thrives on newness, speaks volumes.

For Londoners used to a fashion landscape that’s either fast or overblown, Asket’s quieter, purpose-driven approach may just be the kind of wardrobe reset they didn’t know they needed.

The store opens May 8 at 19-21 Brewer Street, London. Visit www.asket.com for more.