Annotations - durability

Most high street cashmere sweaters tend to be replaced at least every two years after wear and tear due to pilling and deteriorated quality. Over the course of ten years, purchasing one London W11 sweater can almost save the consumer an average of £270 and reduces the negative impact of animal husbandry for 16-40 goats, depending on the quality of cashmere used in the other garments purchased. London W11 wants to empower you to replace the throwaway culture by consuming circular luxury and adopting new purchasing habits. When you buy a circular cashmere garment from us, we believe that you will feel good when you buy it, and continue feeling good wearing it for years to come. Inspired by this ethos, we ensure that our cashmere garments are machine washable and don’t require dry cleaning. This makes it easy to care for garment while saving dry cleaning costs that are typically associated with maintaining cashmere. Therefore, easy maintenance and a minimum 10-year guarantee make it the right choice for a consumer.

(machine-washable cashmere!) #circular-fashion #transformative-values ("empowering" consumers)

Whatiscircularluxuryandwhydoesitmatter? London W11 is going circular as a firstmover: Drastically reduce cashmere fibre waste in the fashion industry - currently,12%of materialisbeingthrownawayduringthemanufacturingprocess; Radically reduce the environmental impacts of producing new garments, by using5xless dye(and therefore reducing water waste) per sweater, minimising transportation costs, and usingca.25%oftheGradeAvirgincashmerewoolcompared to a normal sweater, equivalenttosavingthewoolfrom6-8cashmeregoats;   Combatthewastefulcycleof"seasonal"fashionby making durable products that last and never go out of style. Circularity is the eco-conscious choice, the essence of sustainability.

#circular-fashion #waste (material, dye, water, transportation) #recycled-cashmere #slow-fashion #durability -- Most of the argument in this Kickstarter campaign focuses on waste reduction, but it also stresses the cost savings to consumers. There is no real discussion of rangelands, etc.

The London W11 Circular Cashmere capsule is the ^nexus of recycling and luxury - cashmere items that have a high level of design, The London W11 Circular Cashmere capsule is the nexus of recycling and luxury - cashmere items that have a high level of design, versatility, made from fine recycled cashmere yarn that stands the test of time; the eco-conscious choice for feel-good fashion. By backing the London W11 Circular Cashmere campaign, you are pre-ordering luxurious, timeless chic and long-living items, made in Italy from finest recycled pre-consumer cashmere yarn., made from fine recycled cashmere yarn that stands the test of time; the eco-conscious choice for feel-good fashion.

("eco-conscious" and "feel-good fashion")

It’s fashion and luxury but we built it with substance. We use the highest quality cashmere fibers sourced from our nomadic friends in Mongolia’s outer plains. These garments don’t pill, they don’t fall apart, they are incredibly soft and they are durable. They fit better and get softer every time you wear them.

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).

Naadam also recognized that some people might want sweaters to be a little more durable, which technically requires cashmere to be blended with wool and feels a little less soft. For example, a “soft” sweater is made of 100% felted wool, while a “softest ever” one consists of 100% brushed cashmere.

t all begins with Nomads like Batmunkh and Dorj, who tirelessly tend to their yaks and goats through the blazing summers and harsh winters on the Mongolian plateau. Both Batmunkh and Dorj migrate throughout the year to protect and provide for their animals, and when spring arrives, they carefully remove the finest fibres from their goats and yaks by hand. The efforts of Nomads like these two men are what bring our luxurious cashmere and yak wool pieces to life. Our garments are interwoven with innate longevity, and with a promise of prosperity for the Nomads and the lands they have roamed for centuries.

due to overgrazing, there are issues with environmental degradation that come with cashmere sustainability. Despite the fact that buying cashmere, a long-lasting product, can be very sustainable and ethical (cashmere cultivation doesn’t hurt the animal, it supports small-scale producers, and it is functional, soft, and biodegradable), the overall effect may not be if overproduction damages the environment

Since 1964, when we established our company and reputation with our exclusive llama hair coats, we have remain true to our love for durable and valuable materials. As one of nature’s finest and choicest fibr cashmere therefore represents an important resource for our collection.

(as "valuable materials")

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With reliable material and manufacturing partnerships in place, Frances Austen shifted focus to long-lasting durable designs in the sweaters themselves. Dedicated to using the finest fibers (15 micron), the goal of less pilling leads to durability and a softer feel over the life of the garment.

fter a decade of witnessing firsthand the overproduction of fast fashion that is not re-wearable, recyclable or re-sellable, we decided to do something about it. We saw amazing qualities in luxury fabrics , silk and cashmere, and envisioned game-changing clothing that is 100 percent sexy on you as well as the environment. If you want to help the planet, it starts by re-wearing your clothes, and our aim at Frances Austen is to make that easier for you. All our pieces are made to last, versatile for every occasion and comprised of biodegradable materials and are 100 percent cashmere.”

(biodegradeable and recyclable). Coblentz's claim is essentially that cashmere is an inherently sustainable textile.

After many years in the fashion business, Frances Austen founder Margaret Coblentz was tired of seeing the trends in fast fashion, including a flurry of wasteful production and post-consumer disposal. With the clothing industry consistently falling into the highest-ranking waste production industries, she decided to do something about it with a very basic philosophy — make quality clothing that is versatile and long-lasting. Her goal is to encourage consumers to re-wear clothing, both because it’s good for the planet and because they love what they’re wearing. With that in mind, the luxury product line aims to be both trendy and timeless.