Asplund is committed in their opposition to ‘throw-away culture’. They want people to love to live with their furniture and to feel, understand and appreciate what good design is. They believe that good design and Made in Sweden is an ensuring of quality.

Their criteria has always been clean, elegant shapes with a quality that lasts and never goes out of style. A product to fall in love with, that you should be able to like as long as it lasts. Good design for them is a product that you can use and combine to almost any style. It should be obvious as if it has always been there.