Trapping Conservation and Self-Reliance News

Modern cashmere brands put fresh spin on the quiet luxury staple
May 15, 2023 08:42 ET

Cashmere, a longtime luxury staple, is seeing renewed interest from young, affluent customers as the “stealth wealth” trend continues to dominate. Emerging brands specialising in the fabric but with fresh takes — modern styles, inclusive sizing and wide product ranges — are positioned for a windfall.

It’s a competitive space. Challenger labels including Extreme Cashmere and Naked Cashmere, which differentiated themselves from traditional brands with genderless styles and claims of ethical sourcing, are now seeing newer upstarts enter the space, including celebrity cashmere brands such as Gigi Hadid’s Guest in Residence or Brad Pitt’s God’s True Cashmere. They’re looking to win market share from incumbents like Loro Piana or Brunello Cucinelli, which have strong brand DNA and a history of dealing in cashmere goods.

Full story here.