// Our (humble) take
Our take on Asphalte’s ethical and sustainable approach
// How we went about it
We look at a brand’s sustainable and ethical approach based on the information available. For this review we put ourselves in a customer’s shoes, relying on public information: what the brand publishes on its website and social media, and what third-party partners publish when the brand cites them.
We don’t claim to hold the truth.
// In short
01
Asphalte’s environmental approach
Eco-responsible materials used by Asphalte:
| Eco-responsible materials |
Materials to avoid |
| Organic cotton (GOTS) | Merino wool (not certified) |
| Wool (mulesing-free) | Polyester |
| Acetate | |
| BCI cotton |
Percentage of eco-responsible materials:
Information published by Asphalte:
Depending on the drops, we can name some of the eco-responsible materials used by Asphalte, notably GOTS-certified organic cotton and mulesing-free wool.
💬 Our opinion:
✅ The brand mostly uses certified eco-responsible materials. The origins of the materials are very often detailed, along with any labels and certifications.
🔴 Some materials, often used in small amounts, are best avoided: polyester, acetate...
Approach to environmental labels
Information published by Asphalte:
Asphalte offers items made from materials that are often certified. Certifications include GOTS and OEKO-TEX in particular.
💬 Our opinion:
✅ The brand appears to be committed to labelling and certification.
🔴 "Mulesing-free" is just a claim that isn't linked to a label in the descriptions of Asphalte's wool materials. If this claim is verified by an independent audit, the brand could name the certifying body. Also, BCI certification for cotton is controversial, as it doesn't always certify that the cotton actually used is organic.
Other eco-responsible initiatives
Information published by Asphalte:
Asphalte's main eco-responsible initiative is based on a pre-order system. Through questionnaires sent to customers, the brand develops products according to their specific requests, to avoid stock. Only 5% stock is produced, to allow for possible size changes. "With this system, there are no middlemen, no stock, no sales, no unsold items", the brand says. The questionnaires cover topics such as the collection plan, the final design and final colours, and product satisfaction.
💬 Our opinion:
✅ By setting up a pre-order system, the brand is committed to considered production, adapted to customers' needs.
Support for environmental NGOs or charities
Information published by Asphalte:
The brand doesn't mention anything on this subject.
R&D efforts and laboratory testing
Information published by Asphalte:
The brand doesn't mention anything on this subject.
💬 Our opinion:
🔴 Asphalte often puts forward the durability of its clothes. However, the brand could go further by committing to measure the durability of its products with laboratory tests, backing this claim up with factual measurements.
03
Asphalte’s commercial approach
Sales and marketing
Information published by Asphalte:
The brand sells its clothes through a pre-order model. The remaining 5% of stock (kept for size exchanges) may be sold at a discount. The brand's marketing seems quite pushy (ads everywhere)
💬 Our opinion :
✅ The pre-order model seems in keeping with a certain "slowness" and with fashion that doesn't follow trends.
🔴 The brand seems to rely on rather pushy marketing.
Raising awareness and educating about overconsumption
Information published by Asphalte:
Asphalte builds a relationship with its customers by involving them in product design through the questionnaires mentioned above. In return for their help, customers get access to very detailed product pages: the item's composition, where the raw materials come from, and the names of the suppliers involved in producing and making the items.
The website offers a care guide for each product, as well as a map of tailors and cobblers in France and Belgium. The brand also gives advice on recycling your clothes.
💬 Our opinion :
✅ Asphalte seems committed to guiding customers towards clothes that last.
This article was written by: Anna Demont, Beryl Tirali and Marie Nguyen.
