There’s something about the classic crew neck T-shirt that speaks to every man. Yet, despite its widespread appeal, it’s exceedingly difficult to find a high-quality T-shirt that both looks good and fits well. Somehow, you’re always left navigating a compromise between strange fits, flamboyant designs, ridiculous prices and a tangible lack in quality. With ASKET we’ve set out to change all that by focusing on the three things that matter most:
Great news! Thanks to your overwhelming support we’ve quickly reached our stretch goal of €20,000, and will now be able to offer our T-shirts in four classic colors: white, grey melange, navy blue and black. Thanks for helping make ASKET a reality!
So what now? Well, we believe in keeping things simple. The last thing we want to do is follow the fashion industry’s example by straying away from the simplicity that makes the T-shirt the foundation of our wardrobe. So, in order to stay true to both you as well as our values, we won’t be setting any new stretch goals. Instead, we’re going to focus all our energy on delivering on our promise: making premium, well-fitting T-shirts at a fair price.
But we still need your help, and we’ll continue accepting contributions until our manufacturing partners can’t take any more orders. Every cent you contribute and every friend you tell brings us that much closer to making a long-lasting impression on the fashion industry – one that moves away from the rigid industry logic and puts the focus back on what matters most: the craft. Our backers have helped us to make this crucial first step, but we still need your help to make a lasting change!
The hardest part about finding a good T-shirt isn’t finding the right design. It’s finding the right fit. Think about it: there are around 3.5 billion men on the planet, but only five T-shirt sizes – XS, S, M, L and XL. With a system like that, people are forced to make compromises. We’ve decided to take a different approach – one that embraces our size diversity – and instead offer 15 sizes to help you find the perfect fit.
We’ve extended each size (XS-XL) with two extra variations, one long and one short. Using this sizing system, we are able to cater to a much larger spectrum of body sizes and fit preferences. To make things even easier, we use only pre-shrunk fabrics to ensure that the size you order is the size you get after the first wash. Here’s how our sizing system works:
And what’s in it for guys who wear a regular M? Since you no longer have to share size with the M Longs and M Shorts, we are free to make adjustments that make the regular M better tailored for the actual “Mediums.”
We love T-shirts. We love the James Dean-simplicity and the Marlon Brando-confidence. The best T-shirts don’t take up space in your closet, they give space for expression. Space to bring out your artistic side, accentuate your high-fashion jacket or keep it low-key.
As firm believers in “less is more” we have stripped the T-shirt down to its essence. We’ve scrutinized every thread and every stitch in search of the timeless characteristics that continue to persist even in this age of notoriously fickle fast fashion.
We want our T-shirt to be an investment – something you can wear again and again and that will serve as the foundation of your wardrobe for years to come. Something that won’t just endure, but actually gets more comfortable with each wash and wear.
We’ve chosen to work with 100% combed Egyptian cotton – the finest and highest-quality cotton in the world. Handpicked for softness, the fibers are combed with a fine brush to remove any imperfections, resulting in a fabric that is both soft and made to last.
We investigated factories all around the world to ensure the highest possible production quality for our T-shirts. In the end we chose Portugal – home to the same factories used by some of the world’s most prominent clothing brands.
We’ve chosen a small, family-owned factory in Braga, Portugal to handle all aspects of our production. While more expensive than off-shoring in Asia, Portugal more than makes up for it with production expertise. Along with a long history of proven production quality, Portugal also provides some of the best working conditions for garment makers worldwide. Below is a short film on how each ASKET T-shirt is brought to life:
If you add up all the fabric, the production costs and the shipping from Portugal to our inventory, you end up with a price just shy of €10. While this might seem like an incredible bargain to many, in actuality €10 is roughly the going rate for the production of premium T-shirts. And yet, when you pick up a premium tee off the shelf at any high-end fashion store, you end up paying way more than that.
In classic retail, it doesn’t take long for €10 to turn into €80. You end paying for things that don’t really have much to do with the T-shirt itself: advertising gimmicks, lavish launch parties, big name brand sponsorships, retail space and middlemen. We believe that when you buy a T-shirt, then you should pay for your T-shirt – and nothing else. So, we’ve cut away all the fat and sell to you directly. This way we can offer the same high quality, but without the high price tag.
T-shirts are meant to be worn. No matter how careful you are and no matter how durable the T-shirt is, snags and minor tears are a fact of life. Sure, you could just buy a new one. But we’d rather help you get the most from your T-shirts, which is why we include our very own T-shirt Repair Kit with the ASKET X4 and the Lifetime Supply rewards. Not only will the Repair Kit improve the longevity of your shirts, it’s also a relief to Mother Earth and your wallet.
We’ve created an ASKET VIP list for all our Kickstarter backers. This way, when you donate to our project, you’ll be sure to always have early access to new product variations as well as ASKET news and special ASKET events in your area. Our first T-shirts will be produced in a limited production run, but we want to make sure that you get first pick of new colors and other new customizations as we release them. The list is for Kickstarter supporters only and our way to say thanks for your support.
“I once had a T-shirt that held up for around 6 years. In that time, it didn’t fade or warp – in fact, it got softer with time. When it was eventually time to get rid of it, I realized that I would never again find another like it. That’s just not how the fashion industry works. Instead, they throw a new collection at us year after year, knowing that we’ll buy practically whatever they put in front of us.”
This is August’s story, but his is just one of many. For both of us, finding a T-shirt that fit great and was well designed at a reasonable price felt like an impossible formula. So, we decided to do something about it. ASKET is an opportunity for us to make the T-shirt we’ve always searched for, but never could find.
When we tell people that we’re going into the fashion business, most people think we’re crazy. After all, how can we hope to break into such a fiercely competitive industry without years of experience and connections?
But we believe our “outsider” perspective is actually among our greatest assets. Because we’re not fashion insiders and not beholden to the status quo, we can afford to take risks and offer a fresh alternative to the fashion industry’s forced compromise.
Risks and challenges
Our relationship with our partners is built on trust, experience, reliability and a shared commitment to excellence. We have the utmost confidence that our partners will succeed in fulfilling every order without delay and to our very high standards for quality. However, we understand that some things are out of our control, and that it’s impossible to predict with absolute certainty every single thing that might hinder the production or delivery process.
Though extremely slim, there is a possibility that deliveries can sometimes take longer than expected. While we do not anticipate that this will happen, we have nonetheless established rigorous precautionary measures in case anything should delay the fulfillment process. No matter what, we will be in contact with you at every step of the way.Learn about accountability on Kickstarter
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