Cashmere in Love

Cashmere in Love sells women’s knitwear, loungewear and accessories made almost entirely from grade-A Mongolian cashmere. Core pieces—hoodies, wide-leg sets, oversized cardigans, scarves—retail between £220 and £750, situating the brand in the premium segment. Distribution is DTC through its own e-commerce site plus a small network of luxury concept stores in London, New York and Seoul. The label positions itself as “modern luxury loungewear,” emphasising relaxed silhouettes hand-finished in 12-gauge knits, a subdued neutral palette and sustainable sourcing (SFA-certified herders, plastic-free packaging). Signature items include the reversible cashmere hoodie and the feather-trim “Cloud” cardigan that routinely sell out within weeks of drop. Limited production runs and made-to-order options reinforce exclusivity. Customers are 28-45-year-old professionals who want comfort without sacrificing polish—think creative directors, tech executives and frequent flyers upgrading their airport uniform. They value traceability, quiet aesthetics and garments that transition from sofa to first-class cabin without looking rumpled. Competitors are other cashmere-led lifestyle labels that pitch softness and sustainability; Cashmere in Love differentiates through fashion-forward volume (batwing sleeves, cropped joggers) rather than classic fits, and by controlling the entire supply chain from herder to finished knit in Ulaanbaatar, enabling small-batch colourways every six weeks instead of seasonal collections.