Our Story


After New Zealand based designer Sam Hickey launched his clothing brand Samuel Joseph, it was evident that guys wanted more than just a perfect linen shirt. Like most guys, his customers hate shopping. They didn’t know where to find the high quality clothes they need (without the $$$ tag) and often weren't sure how to piece things together.

When co-founder Noah Hickey (Sams brother) asked Sam to simplify his wardrobe, it was at that moment that he knew that the pain of shopping went much deeper. Guys need less, and they need it presented to them in a way that fits their busy lives. After culling Noah's excessive clothing collection of unworn (sometimes questionable items), Sam got to work, talking to customers and designing the perfect wardrobe of essentials, that work together seamlessly for any guy.

The result, Asuwere, a world first menswear subscription that cuts out the crap. High quality essential threads you need, for a better price, delivered to your door, in your size and colour. We'll take care of the clothes, you get back to whatever you were doing, less stressed and better dressed.