Beating around the bush can be quite fun, but sometimes you just have to say it how it is. This week, Swedish sustainable brand with global intentions Asket has done just that. In a bold move fired up by the apparent greenwashing taking over our industry, the experts in simplicity decided to reply in large letters. Literally. Standing exactly 110 m2 tall and looking at one of the busiest shopping streets of Stockholm, Asket’s “FUCK FAST FASHION” mural is there to remind all the Götgatan shoppers of the true cost of what’s hiding in their carrier bags. This is no time to try to package things nicely – instead, the Swedish brand has taken on the responsibility to confront some harsh realities of hyper-consumption. Just like that good friend of yours you don’t always want to listen to even though you know they’re right, Asket are unafraid to be straight-forward.
“What is more, with a near constant turnover of new styles and at such low costs, garments have come to be seen as disposable – of the 100 billion garments produced, 60 billion end up in landfill within 12 months. It’s time to call a spade, a spade,” Asket demand with their new project. The nature of their business is a season-less wardrobe building steadily and at its own pace, restoring the value in clothing and convincing their customers that buying less can be equally as gratifying. With their mural, this is the mantra they are trying to distill not only in those who glance at the wall amid their retail therapy, but also the brands whose stores they’re shopping in. Let this be a lesson for all of us: when the sh*t hits the fan, it’s time to call it out.