online sustainability narratives

sustainable cashmere marketing
Ann-Marie Alcántara. “3 Ways DTC Brands Are Creating Their Own Super Bowl Moments Year-Round.” Adweek (blog), January 26, 2020. https://www.adweek.com/commerce/dtc-brands-creating-super-bowl-moments/.

DTC brands with less resources are creating their own viral moments—with similar success.

Burlet, Fleur. “LuisaViaRoma Welcomes Cashmere Flakes to Its Sustainable Platform.” WWD (blog), November 13, 2019. https://wwd.com/fashion-news/fashion-scoops/luisaviaroma-welcomes-cashmere-flakes-to-its-sustainable-platform-1203368181/.

The Como-based brand, which is a supplier to Armani, specializes in down jackets made of inflated cashmere flakes.

Re-VersoTM. “Re-VersoTM - Circular by Origin - Takeback.” Accessed June 27, 2022. https://www.re-verso.com/DUPLICATOR/takeback-en/.

[Content] Re-Verso™ is a new way production process that bridges science and technology to create a Circular Economy manufacturing system for high-quality wool and cashmere. 100% made in Italy, by premium partners, representing an integrated, transparent and traceable supply chain. Re.Verso™ is the identifying trademark of an evolved supply chain, composed of Green Line and Nuova Fratelli Boretti, to which selected transforming partners as Filpucci, A. Stelloni Collection by Mapel and Antica Valserchio are added to get yarns, fabrics and knitwear, and all together they create a unique new offer of Re.Verso™

WHOWHATCHIC. “Sustainable Cashmere.” Online blog. WhoWhatChic (blog), May 3, 2020. https://whowhatchic1.wordpress.com/2020/05/03/sustainable-cashmere/.

Sustainable Fibre is a local initiative promoting sustainable and ethical cashmere production in China and Mongolia. Do check it out!

Mahtani, Nikhita. “These New Cashmere Blankets Are Both Sustainable and Affordable.” Domino (blog), September 11, 2017. https://www.domino.com/content/naadam-affordable-cashmere/.

Want to cozy up with a cashmere throw by the fire this fall, but find it way too expensive? You're in luck: Sustainable cashmere brand Naadam just launched an incredible home decor line, and it's super affordable. For more news, head to Domino.

KIRKWOOD, ISABELLE. “Toronto Startup Uses Blockchain to Help Mongolian Farmers Create Sustainable Supply Chain | BetaKit.” Online magazine. BetaKit (blog), January 8, 2020. https://betakit.com/toronto-startup-uses-blockchain-to-help-mongolian-farmers-create-sustainable-supply-chain/.

Toronto-founded startup Convergence.tech has concluded a case study conducted alongside the United Nations Development Program (UNDP).

Pratap, Jai. “UN Is Working with Mongolian Farmers to Deliver Sustainable Cashmere Using Blockchain Technology.” Coinnounce (blog), January 13, 2020. https://coinnounce.com/mongolian-farmers-to-deliver-sustainable-cashmere-using-blockchain/.

The UN is working with Mongolian state and cashmere farmers to help deliver sustainable cashmere wool using the blockchain technology.

good cashmere standard

Lexi Ky. “About Lexi Ky _ Lexi Ky.Pdf.” Lexi Ky, n.d. file:///media/fuse/drivefs-5270445a9ca678cd76ff68098e3ee951/root/odea-collections/cashmere-discourse-analysis/data/web/Lexiky.SRC.3ff28044-d888-4c74-901d-ad0a70291410.html.

[publisher] All Natural luxurious, sustainable, and ethically made baby products @lexiky

Clausens Fibre Garden. “Clausens Fibre Garden _ WWOOF Canada.Pdf.” WWOOF Canada, n.d.

Farm description page on WWOF Canada. "WorldWide Opportunities on Organic Farms, Canada (WWOOF™ Canada) is part of a worldwide movement linking visitors with organic farmers and growers to promote cultural and educational experiences based on trust and non-monetary exchange thereby helping to build a sustainable global community."

WaterThruSkin LLC. “Cruelty-Free & Sustainable Cashmere Is Finally Here!_ Lana Ecológica y Libre de Crueldad! — WATER THRU SKIN.Pdf,” April 6, 2019.

Post about Naadam Cashmere on the "Water Thru Skin" blog, which promotes "lifestyle with a conscience".

Mongolian Wool and Cashmere Association. “FIRST HANDBOOK OF SUSTAINABLE PRODUCTION FOR MONGOLIAN WOOL AND CASHMERE INDUSTRY IS PUBLISHED – Mongolian Wool and Cashmere Association.Pdf.” Sustainable Fashion - Eco Design - Healthy Lifestyle - Luxiders Magazine, 2020. file:///media/fuse/drivefs-5270445a9ca678cd76ff68098e3ee951/root/odea-collections/cashmere-discourse-analysis/data/web/mongoltextile_handbook.SRC.36f34867-c3f3-4947-90de-cf28bec3915f.html.

[publisher] “You can cut all the flowers but you cannot keep Spring from coming.”― Pablo Neruda. This sustainable fashion editorial shows the beauty of wearing with pride ethical brands in a story that show the current uncertain time we are living these days.

Jiang, Yaling. “Good Company_ Naadam’s Cashmere Knitwear Makes Sustainable Fashion Accessible - Barron’s.Pdf,” February 20, 2020. file:///media/fuse/drivefs-5270445a9ca678cd76ff68098e3ee951/root/odea-collections/cashmere-discourse-analysis/data/web/Barrons_Good-Company-Naadams-Cashmere-Knitwear-Makes-Sustainable-Fashion-Accessible.SRC.50751256-2483-4f0e-9fdd-5d199d6975b9.html.

Lexi Ky. “OrganicBabyProducts_AllNatural_NewYork_Lexiky.Com.Pdf.” Lexi Ky, n.d. file:///media/fuse/drivefs-5270445a9ca678cd76ff68098e3ee951/root/odea-collections/cashmere-discourse-analysis/data/web/Lexiky.SRC.3ff28044-d888-4c74-901d-ad0a70291410.html.

[publisher] All Natural luxurious, sustainable, and ethically made baby products @lexiky

Riley.Studio. “Recycled Cashmere Beanie - Cloud - Riley Studio.” Riley.Studio, 2020.

Online product description page for a cashmere hat from Riley.Studio made with Re.VerSo recycled cashmere.

Whistles. “Sustainable Cashmere _ Inspiration _ WHISTLES _ Whistles.Pdf.” Whistles, n.d.

Sustainable Cashmere collection from ReVerso, sold by Whistles.

Harvard Business Review. “Disruptive Fair Trade: How Naadam Is Getting the Cashmere Industry’s Goat.” Harvard Business Review, June 6, 2019. https://hbr.org/podcast/2019/06/disruptive-fair-trade-how-naadam-is-getting-the-cashmere-industrys-goat.

Matt Scanlan, CEO of the cashmere clothing company, Naadam, talks about how he created a successful startup with almost no knowledge of the industry that he was about to disrupt forever.

Newey, Andrew. “Cashmere Country: The Perils of Making the World’s Finest Fabric.” The Guardian, January 10, 2020, sec. Environment. https://www.theguardian.com/environment/2020/jan/10/cashmere-country-the-perils-of-making-the-worlds-finest-fabric.

In the freezing and windswept Changthang Plateau, traditional goat herders practise an arduous and dying trade

Williams, Robert. “Why Luxury Fashion Is Walking the Runway in Recycled-Plastic Heels.” Bloomberg.Com, August 20, 2019. https://www.bloomberg.com/news/features/2019-08-20/gucci-and-saint-laurent-face-an-uphill-battle-to-get-green.

From crocodile skins to cashmere wool, the luxury industry is under more pressure than ever before to prove its sustainable credentials.

Schmitz, Rob. “How Your Cashmere Sweater Is Decimating Mongolia’s Grasslands.” NPR. Mongolia, December 9, 2016. https://www.npr.org/sections/parallels/2016/12/09/504118819/how-your-cashmere-sweater-is-decimating-mongolias-grasslands.

Mongolian goats produce the world's highest quality cashmere wool, and international demand has soared. There's a problem, though. These goats are turning the country into an ecological wasteland.

Kickstarter. London W11 - Circular Cashmere by Eva Maria Khan — Kickstart.Mp4. Video, n.d.

Stella McCartney. Regenerated Cashmere at Stella McCartney, 2016. https://www.youtube.com/watch?v=6oVK2pgR-G0.

As a brand we are continuously looking at new ways to reduce our impact on the planet and as a result we have ceased using virgin cashmere in our knitwear collections. Watch model Natasa Vojnovic deliver this powerful message with a playful punch. Watch more films from the Stella archives and don't forget to subscribe! http://stell.am/2kvBxqo -- Instagram: http://stell.am/1YBUnVu Facebook: http://stell.am/2dlRsAT Twitter: http://stell.am/QUg2E5

T Baljmaa. “‘Mongolian Noble Fibre’ Certification Mark - Proof of Sustainable Cashmere Introduced.” News site. MONTSAME News Agency, October 24, 2019. https://montsame.mn/en/read/204904.

Ulaanbaatar /MONTSAME/. Ministry of Food, Agriculture and Light Industry of Mongolia, Asian Development Bank Mongolia (ADB) and Mongolian Wool and Cashmere Association jointly organized a ‘Mongolian Noble Fiber’ international high-level forum On October 24.

The UB Post. “‘The Reputation and Quality Assurance of Mongolian Cashmere on the World Market Begins with Herders.’” The UB Post | Mongolia’s leading English language news, April 2020. http://theubposts.com/post/11852/.

The Sustainable Fibre Alliance (SFA) was established in the UK in 2015 to ensure the long-term sustainability of global cashmere production. SFA Country Director, Dr B.Batkhishig, spoke about the SFA's work in Mongolia, the importance of quality assurance and international recognition for Mongolian fibre and other timely matters in the interview below. What makes Mongolian cashmere valuable? It is well known that Mongolia produces high-quality ca ...

Berties Clothing. “Absolut Cashmere.” Berties Clothing, May 10, 2020. https://bertiesclothing.co.uk/collections/absolut-cashmere.

Straight from Paris this wonderful label Absolut Cashmere does exactly what it says on the tin! In it’s own sweet and sparkling universe is an inner fun that it believes is found in very woman, and attempts to encourage her to reveal it. Buy online now from Berties - free UK shipping.

Mandkhai. “Caroline Issa on Instagram: ‘@mandkhaiofficial Grew up in Her Family’s Mongolian Cashmere Factory and Her Commitment to Sustainable and Humane Sourcing (She Knows All….’” Social media platform. Instagram, August 20, 2019. https://www.instagram.com/p/B1ZNgTVlVnA/.

Caroline Issa shared a post on Instagram: “@mandkhaiofficial grew up in her family’s Mongolian cashmere factory and her commitment to…” • Follow their account to see 2,851 posts.

Satoko, Okamoto. “Creating a Market for Sustainable Cashmere | United Nations Development Programme.” Online blog. UNDP, August 9, 2019. https://www.undp.org/blog/creating-market-sustainable-cashmere.

Connecting nomadic Mongolian goat herders to an international market.

Winograd, Adam. “Democratizing Cashmere: Caitlin Tormey of Naadam | Fiverr Blog.” Online blog. Fiverr, August 1, 2019. https://blog.fiverr.com/post/democratizing-cashmere-caitlin-tormey-of-naadam.

Meet Caitlin Tormey of Naadam, a direct-to-consumer cashmere brand that’s making luxe knitwear more sustainable, more accessible, and more affordable for everyone.

Pithers, Ellie. “Gigi Hadid’s Favourite Cashmere Comes With A Sustainable Caveat.” Online magazine. British Vogue, November 28, 2018. https://www.vogue.co.uk/article/mandkhai-sustainable-cashmere-brand-2018.

The answer to the so-called cashmere crisis

Block, Fang. “Good Company: Carol Chugani’s Sustainable and Multi-Functional Cashmere.” Online magazine. Barron’s Penta, October 3, 2019. https://www.barrons.com/articles/good-company-carol-chuganis-sustainable-and-multi-functional-cashmere-01570138026.

The "slow fashion" brand uses ethically produced Mongolian yarns

Spellings, Sarah. “H&M’s Holiday Collection Introduces New Ecofriendly Materials.” Online magazine. The Cut, September 28, 2018. https://www.thecut.com/2018/09/h-and-ms-fall-conscious-exclusive-collection-has-dropped.html.

Sustainable cashmere, velvet, and tailored tuxedo blouses.

Yotka, Steff. “How Sustainable Is Consigning Clothing? The RealReal Is Glad You Asked.” Online magazine. Vogue, April 5, 2019. https://www.vogue.com/article/the-real-real-sustainability-calculator-environmental-impact-of-consigning.

A new report by The RealReal estimates the impact of re-selling your old jeans, sweaters, and dresses.

Reilly, Laura. “If You’re Not Obsessed With This Summer Cashmere Brand Yet, You’re Not Paying Attention.” InStyle, July 2, 2019. https://www.yahoo.com/lifestyle/not-obsessed-summer-cashmere-brand-203000810.html.

Naadam’s Summer Cashmere collection, which includes dresses, tanks, pants, cardigans, skirts, and shorts, is breathable and comfortable in warm weather.

Innabose. “Inna Bose (@innabose) Posted on Instagram • Aug 2, 2019 at 9:52pm UTC.” Instagram, August 2, 2019. https://www.instagram.com/p/B0rWbBxAHCV/.

432 Likes, 4 Comments - Inna Bose (@innabose) on Instagram: “An amazing sustainable cashmere brand @naadam.co sent me a box of all these fun items and I wanted…”

Ellis, Joshua. “Joshua Ellis and the SFA – Building Lasting Change for a Sustainable Cashmere Future.” Joshua Ellis, May 20, 2019. https://www.joshuaellis.com/sfa-building_lasting_change/.

As a manufacturer of fine cashmere fabrics and accessories, the importance of sustainability within our industry is at the core of our business values.

Jeronimus, Coty. “LUXURIOUS YARNS WITH A MISSION by Nomadnoos.” Kickstarter, August 11, 2019. https://www.kickstarter.com/projects/nomadnoos/luxurious-yarns-with-a-mission-by-nomadnoos.

Adding a positive and high value to your knitting projects!

Le Kasha. “Le Kasha Fabrics.” Online lifestyle brand. Le Kasha. Accessed June 20, 2022. https://www.lekasha.com/pages/cashmere-care.

Le kasha is a luxury lifestyle brand inspired by travel & adventure. Only noble & natural fabrics : pure organic cashmere, silk and linen. Timeless & elegant wardrobe for the modern travellers, to wear anytime & everywhere...

Kickstarter. “London W11 - Circular Cashmere.” Accessed June 27, 2022. https://www.kickstarter.com/projects/circular-cashmere/london-w11-circular-cashmere.

Recycled cashmere is the eco-conscious choice, sustainable, luxurious and long lived.

Akmeemana, Chami. “Making a Difference to the Mongolian Cashmere Value Chain with Blockchain.” Convergence.tech, 2019. https://www.knittingindustry.com/making-a-difference-to-the-mongolian-cashmere-value-chain-with-blockchain/.

Report by Convergence.tech on its pilot blockchain initiative for tracing sustainable cashmere in Mongolia. [publisher] Convergence provides comprehensive Advisory and Product Development services, with a primary focus on blockchain technology and Digital ID solutions. Based in Toronto, Canada, it operates globally with active projects in 14 different cities worldwide and working with government bodies, humanitarian agencies, and corporations and recently launched an ambitious pilot project in Mongolia to help make these positive impacts available to all buyers of high quality, beautiful Mongolian cashmere. The goal was to test a connected and sustainable cashmere value chain using Backbone, an Ethereum-based traceability platform.

Knitting Industry. “Making a Difference to the Mongolian Cashmere Value Chain with Blockchain.” Online blog. Inside Textiles Ltd, February 11, 2020. https://www.knittingindustry.com/making-a-difference-to-the-mongolian-cashmere-value-chain-with-blockchain/.

Knitting Industry blog post about blockchain use in Mongolian cashmere value chain. [publisher] Convergence provides comprehensive advisory and product development services, with a primary focus on blockchain technology and Digital ID solutions.

Whistles. “Materials.” Whistles. Accessed June 23, 2022. https://www.whistles.com/materials.html.

Rio Tinto. “Moral Fibre.” Corporate. Rio Tinto, April 18, 2018. https://web.archive.org/web/20190414053708/http://www.riotinto.com/ourcommitment/spotlight-18130_25217.aspx.

The Rio Tinto partnership that’s helping create a sustainable supply chain for Mongolian cashmere

The Good Cashmere Standard. “Our Standard.” Aid by Trade Foundation, September 3, 2019. https://thegoodcashmerestandard.org/our-standard/.

The Good Cashmere Standard® is an independent standard for sustainable cashmere, developed by the Aid by Trade Foundation (AbTF), that aims to improve the welfare of cashmere goats, the lives of farmers and farming communities, and the environment in which they live.

Bayartsogt, Khaliun. “Pasture Degradation Threatens Mongolia’s Cashmere Industry.” Nikkei Asia, August 16, 2019. https://asia.nikkei.com/Economy/Pasture-degradation-threatens-Mongolia-s-cashmere-industry.

Sustainable goat farming campaign struggles amid creeping desertification

Христова, Стефи. “Press Release.” News site. The Good Cashmere Standard, January 21, 2020. https://thegoodcashmerestandard.org/press-release/.

The Good Cashmere Standard® is an independent standard for sustainable cashmere, developed by the Aid by Trade Foundation (AbTF), that aims to improve the welfare of cashmere goats, the lives of farmers and farming communities, and the environment in which they live.

Aid by Trade Foundation. “Press Release.” The Good Cashmere Standard, January 21, 2020. https://thegoodcashmerestandard.org/press-release/.

The Good Cashmere Standard® is an independent standard for sustainable cashmere, developed by the Aid by Trade Foundation (AbTF), that aims to improve the welfare of cashmere goats, the lives of farmers and farming communities, and the environment in which they live.

Turtle Doves. “Recycled Cashmere Accessories Made in the UK.” Online store. Turtle Doves. Accessed June 20, 2022. https://www.turtle-doves.co.uk/.

Home page for Turtle Doves. "Turtle Doves is a British design and manufacturing company, specialising in using post-consumer textile waste to create beautiful new garments & accessories. We passionately believe in paying our employees a healthy wage whilst keeping our prices competitive through clever design and avoiding middlemen."

Stella McCartney. “Recycled Cashmere | Stella McCartney US.” Stella McCartney, 2022. https://www.stellamccartney.com/us/en/sustainability/recycled-cashmere.html.

Stella McCartney web page on sustainable cashmere, describing the use of Re.Verso recycled cashmere.

Feldman, Jamie. “So THAT’S Why Cashmere Is So Expensive?” News site, online blog. HuffPost, January 13, 2017. https://www.huffpost.com/entry/how-is-cashmere-made_n_5877de30e4b0b3c7a7b04b81.

And there's a reason it's so soft, too.

Young, Sarah. “Stella McCartney Launches Sustainable Collection to Highlight the Climate Crisis.” The Independent, February 4, 2020. https://www.independent.co.uk/life-style/fashion/stella-mccartney-jonathan-safran-foer-sustainable-collection-we-are-weather-canada-a9317116.html.

Pieces made using fabrics such as organic cotton and regenerated cashmere

Chaplin-Kramer, Becky. “This Is Natural Capital 2018: Natural Capital Project: Cross-Sector Collaboration.” Online blog. Capitals Coalition, November 28, 2018. https://capitalscoalition.org/this-is-natural-capital-2018-natural-capital-project-cross-sector-collaboration/.

Becky Chaplin-Kramer Lead Scientist, Natural Capital Project. The Natural Capital Project has partnered on a cross-sector project that brings together businesses, environmental scientists, non-profits, a global development institution, and the world’s largest space exploration agency. Luxury fashion house Kering, owners of Gucci and Stella McCartney, identified a challenge in their supply chain: exponentially increasing demand […]

Tara MacInnis. “WHAT MAKES CASHMERE SUSTAINABLE?” Online company. Positive Luxury, October 11, 2019. https://www.positiveluxury.com/2019/10/11/sustainable-cashmere/.

From four of our brands to trust, find out what makes cashmere sustainable, and why they choose to use the super soft textile

Tell, Caroline. “White + Warren Weaves Its Way Into Sustainable Cashmere.” Online magazine. Forbes, December 4, 2017. https://www.forbes.com/sites/carolinetell/2017/12/04/white-warren-weaves-its-way-into-sustainable-cashmere/.

Cashmere brand White + Warren launches a sustainable collection titled Reclaimed Cashmere.

Graham, Mark. “Why Chinese Producer Erdos Is the King of Cashmere.” News site. South China Morning Post, January 16, 2020. https://www.scmp.com/lifestyle/fashion-beauty/article/3046131/sustainable-fashion-finest-wool-world-and-why-erdos-king.

The world’s largest producer of cashmere, Erdos, is becoming a force in the fashion world, with a five-line range of clothing overseen by experienced European designers. Sustainability has always been part of the company ethos.

B, Ooluun. “Wool and Cashmere Companies Learning Sustainable Finance.” MONTSAME News Agency, January 24, 2020. https://montsame.mn/en/read/213842.

Uaanbaatar /MONTSAME/ The ToC (an abbreviation of Тогтвортой санхүү, sustainable finance in Mongolian) or Mongolian Sustainable Finance Initiative has been in effect in Mongolia since 2013, and all Mongolian commercial banks have joined the initiative, and developing 8 principles and 4 sector guidelines of sustainable financing, and adhering to these principles in their lending and financial activities. On January 16, 2020, the largest EU-funded textile project STeP EcoLab collaborating with ToC, organized a workshop for wool and cashmere companies, commercial banks and representatives of international organizations to disseminate the sustainable financing guideline in the textile industry in Mongolia, which is the fifth sector guideline of ToC. The need to develop industry guidelines for this sector is essential as the cashmere sector is a strategically important sector in Mongolia, and there are many projects and programs in place to create a "sustainable cashmere" in Mongolia. In terms of wool and cashmere production,  processing of raw materials may be related to the agricultural sector, while  processing of finished goods and end products may be related to the manufacturing sector. This situation has also led to the development of separate sustainable financing guidelines for the textile sector. With the sector guideline, banks can easily make the environmental and social risk assessment of loans given to the textile sector. Also, the green finance market demand study of the textile sector in Mongolia was presented...