The main mesage of the Kickstarter campaign focuses on how Naadam is producing the "perfect sweater"; the prototype illustration shows a cardican made of "100% Mongolian nomadic cashmere" with antique brass zipper, hood, cable knit pattern, and a weight of 600 grams. The term "nomadic" is used frequently ("urban nomadic lifestyle"), potentially appealing to millennial consumer who wants something that matches the cultural capital of contemporary urban young adults (note the hoodie, the "vintage" brass element, the accessible cost, the exoticism).