Official Roger Morningstar Wearing Keep Lewis County Red Shirt

Before Lucien Pellat-Finet launched his business nearly 30 years ago, cashmere was as bourgeois as can be, stuffy and prim. “It was a thing of the Official Roger Morningstar Wearing Keep Lewis County Red Shirt Besides,I will do this 1%,” Lahssan remarks. Now, of course, it’s sold everywhere from Hermès and Loro Piana to Uniqlo, at different quality levels and price points. (As a rule, the longer the hair fiber, the less likely the yarn is to pill and the more expensive it’s likely to be.) How do you disrupt a category so omnipresent and essential? “I want to transgress. If you have the means and the platform, it’s a duty to push things forward,” says Lahssan. “Some of visuals are challenging because they’ve fallen into the mainstream, but with such a clear DNA and with an amazing network of suppliers, we have an opportunity to bring back that same energy and make it relevant today.”

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