Here's a video that sums things up. Afterwards, we'll go right back to the beginning.
Why are we doing all this?
There's no doubt that the clothing industry has gone off the rails in recent decades.
Clothes have become "throwaway" purchases often made far away, and we're buying more of them, but binning 60% in the first year.
But instead of just complaining that the world is going to hell in a handcart, we prefer to focus on what we can do best.
And what we can do is start the next fashion revolution with loads of new brands.
Here's what we think this new fashion should look like:
Fashion that teaches us to consume less.
To stop believing that having 5 different pairs of jeans and 40 shirts makes sense. We prefer to think that it's plenty enough to have 1 or 2 pairs of jeans and 5 shirts that are all high-quality.
Fashion that takes a new approach to production.
Around 200 billion garments were produced in 2018, mostly to satisfy the gigantic industry which overproduces stock to sell it via special offers, even if this means unsold items piling up at the end of the chain. In future, we should only produce fashion that can be used. We believe that pre-ordering is the way forward.
Fashion that makes sense.
It's clear that more and more people want their purchases to have meaning. They want to know where the raw materials have come from and who has worked on them. It's up to future brands to be transparent and choose the right partners to make sure they're never ashamed to reveal all.
This is us: we're not just some random Joe Bloggs.
Asphalte is a team of 15 people. We have photos taken in hangars because it's cooler than taking them at our office in front of our computers.
There may be a few people missing from the photo, but you get the idea. We're not too old, but not too young either, and we're pretty nice (except for the guy on the left). We used to be in Paris, but since September 2019 we've been in Bordeaux.
This is what we do:
This is just the beginning.
From day one, Asphalte has gone in all guns blazing.
We knew that some people would be happy to wait a few weeks or months for their garment, but we had no idea just how many.
Every time we launch a style, you pre-order 3400 on average. This is wonderful and we hope it's just the beginning.
We're often asked why it works and we think there's one reason.
We simply give you what you want: the only thing we have to do is never believe ourselves to be cleverer than others and serve you as best we can. And in an industry that doesn't often listen to what customers want, we think this makes a real difference.
Thanks for reading this page to learn more about us. We hope to see you again soon.
And If you want to find out what we're up to, the easiest thing to do is sign up below.
Bye for now,
The Asphalte Team