Absolut Cashmere: the brand to shop for a warm winter

Founded in Paris in 2015, Absolut Cashmere is quickly establishing itself as one of the coolest cashmere brands thanks to a creative and modern DNA. Far from the plan-to-plan cuts and colors associated with cashmere creations, the brand is distinguished by a palette of around thirty colors, an assumed pop culture and a real desire to address all genders and all personalities. Laurence Vignot, director, and Sandie Rakotozafy, communications manager, tell us more about the vision of Absolut Cashmere.

How was the brand born and what inspirations shaped this women’s/men’s cashmere wardrobe and fueled this passion for this material?

The brand is supported by the MCC group, a cashmere specialist for 25 years. The idea was born in 2015, at a time when cashmere was not yet as popular and established as it is today. But despite everything, this material capable of keeping heat while protecting from the cold was at the heart of the vision. We wanted to offer a quality product at an attractive price, while attracting a new, younger, more fashion-oriented clientele. This is how these vibrant colors were born, ranging from neon to fluorescent, inspired by unabashed pop culture. The objective was to create essential pieces, easy to appropriate, allowing everyone to maintain their own style and reveal their personality. The ultimate goal? Making cashmere accessible, attractive, and above all fun. A way to combine accessible luxury, know-how and passion for knitwear. Absolut Cashmere is therefore not content with selling a product, but wishes to offer a piece that reflects the personality and mood of each person. The creations adapt to all times of the day, from homework to an office look but also to a chic evening outfit.

How can a brand position itself today in the luxury category while remaining affordable?

Today it’s difficult. We set an intermediate price range for the majority of the collection, but sometimes, it is necessary to slightly exceed this limit to develop the brand. This requires constant work, especially taking into account crucial issues such as the impact of production on the planet and sustainable development. They attach great importance to working with responsible suppliers who respect animals and their herds, and who do not contribute to deforestation. It is also essential to ensure that production areas meet these criteria. Maintaining this balance is not easy.

In your opinion, has transparency become the norm for a clothing brand today?

Transparency is essential in fashion today, especially among young consumers. In recent years, the brand has been able to implement initiatives such as cashmere recycling and collaboration with Paradigm to allow customers to resell their parts. Cashmere is a sustainable product, passed down from generation to generation. Each label has a QR code to track traceability, and although production is in China, Absolut Cashmere seeks to reduce its carbon footprint with more responsible transport. The packaging is made from recycled materials, and they avoid synthetic materials as much as possible.

Is the second-hand collection a logical continuation of your transparency approach?

Quite. Thanks to the partnership with Paradigme, the brand wants to offer its customers the possibility of exchanging their sweaters that they no longer use, and of recovering a voucher on the site or on that of Paradigme. This has become essential because today, many people are tired of certain pieces in their closet and prefer to exchange rather than throw them away. Absolute Cashmere is developing an offer allowing you to collect sweaters from other brands and offer vouchers in exchange. This is part of this logic of responsibility, customers can recycle their clothes while reinventing themselves. This is truly at the heart of the brand’s commitment.

How to take care of your cashmere sweater?

First of all, there is a certain ambiguity around cashmere, notably the idea that it must absolutely be preserved and never washed, because it is a precious product. In fact, the more cashmere is worn and washed, the more beautiful it becomes. Washing releases the fibers and down, and on the contrary, improves its texture. Unlike synthetic materials like acrylic, which deform and relax after washing, good cashmere keeps its shape and improves over time. Each Absolut Cashmere brand product includes care instructions via a QR code, and partner retailers are trained to explain how to care for the pieces. The brand offers washing bags and tools for brushing cashmere and removing lint with each purchase.

What is your target?

Absolut Cashmere is not limited to a specific audience. Cashmere is designed for all personalities and adapts to people of all ages without necessarily categorizing it as women’s or men’s. Although it has a certain price – from €150 – cashmere remains accessible for its quality, notably thanks to gifts and shared purchases. Cashmere is seen as a multifunctional product that can suit all kinds of styles, body shapes and moods. This is reflected in our events and our communication on social networks, where men and women, of all backgrounds and styles, find themselves wearing the same pieces.

Is categorizing unisex for a collection normal today in a constantly evolving society?

The term unisex, in fact, is a disturbing word. Today, whether a collection is men’s or women’s, if it suits the customers, highlights and reflects their personality, regardless of gender. The term unisex was used to communicate. At the office, boys wear so-called feminine models and vice versa. The brand still needs to communicate via men’s and women’s collections, but this should evolve in the near future, because on a daily basis, everyone wears what they like, regardless of gender. The idea of the unisex collection is therefore obvious to us but it is no longer even a question of gender, just of style and comfort.

How is the Absolut Cashemere personality defined?

I would say there are several personalities. First there is the pop personality, the one who loves vibrant and sparkling colors. Then there is the calmer, more composed personality. And finally, personality queerwhich is always a little quirky and cool. It is these different atmospheres that Absolut Cashmere seeks to express through their creations, which are never traditional. The brand likes to add bright colors, stripes or messages. There is also plain cashmere, to please everyone. The aim of the brand remains above all to highlight a relaxed and slightly offbeat style.

Is there a limit to the use of cashmere?

No, there is no longer a limit to what we can create. The brand thinks of everything, even items like dog coats or yoga mats. If someone asks for an accessory like a cashmere bag or even a home product, Absolut Cashemere listens, no holds barred.