Asuwere (pronounced As-you-were) was born back in 2018 when co-founder Sam Hickey has seen firsthand how broken the industry is. This insight helped shape his want for a better and more tailored approach to how men purchase clothing.
“Working in the industry, particularly overseas, opened my eyes to so much going on that I never knew existed – products made to go direct to outlet stores by the thousands, and a huge licensing market. Too often the wrong trends were informing what designers released, when time and time again I’d see customers coming back for the same classic pieces. Not to mention the broken fashion ‘seasons’, which make no sense to the weather, or how men shop – it’s like a competition to release products sooner than the next brand to capture a quick buck.
From the shoppers perspective, we know firsthand how hard it is to find what you’re looking for. Even as seasoned shopping pros, we’ve made that regrettable purchase, leaving a store wondering what the hell we’ve just bought, and if we’re ever going to wear it. And that’s where we saw Asuwere as an opportunity for change.”
We know how busy life can get. Juggling work, family, socialising, amongst many other important things. Clothes shopping doesn’t tend to fit in this list. But looking and feeling good is still a priority. That’s why Asuwere exists.
Our aim is to take the hassle out of shopping for clothes by curating stylish and versatile outfits that are tailored to our customers’ individual tastes and preferences whilst also giving our members the freedom to select their own products. With our subscription service, guys can receive a regular supply of high-quality clothing, without the stress and time commitment of traditional shopping. Our goal is to help our customers look and feel their best, no matter how busy their lives may be. We look at every product we release as a problem to solve.
- What is it worn for, or with?
- Will it look good for years to come?
- How can it be better?
- Do you need it in your wardrobe?
This approach informs everything we do, from fit, fabric, colours and trims. As a result, we have a permanent collection of products that fast become our customer’s daily go-tos.
Once a product is released, we review and refine based on member feedback to constantly produce better garments. This gives you the confidence that what you’re wearing has been thought out, will work together with your existing wardrobe and keep you looking sharp.