Brad Pitt tells WWD about his approach to God’s True Cashmere, the cozy luxury brand he co-founded with friend and holistic healer Sat Hari.
The brand’s gender-neutral 2-pocket cashmere work shirt is solid and tartan with handcrafted snap buttons crafted from healing stones like emerald for health and wealth. Lapis Lazuli, representing wisdom and truth, and Labradorite, representing balance and protection, are the latest cult casual luxe items from Los Angeles.
Soft as a hug (also a hug from Brad Pitt), the $2,000+ shirts are being bought by knowledgeable shoppers from Boston’s Serenella to Seoul’s Boone The Shop.
Four years later, God’s True Cashmere is in growth mode, launching a new e-commerce site, pushing ahead with plans to launch more styles and expanding wholesale, and launching a women’s clothing store from March 3-6. We opened a showroom in Paris during the season. .
“I want the shirt to be the face of the brand,” Pitt says, aiming to stay in the background of his business ventures, including Le Domaine skin care and Miraval wine labels.
“We had a soft launch in 2019 and nobody knew he was affiliated and kept selling out,” said co-founder of God’s True Cashmere, which also has its own jewelry line, Amrit. One Sat Hari said: “I am attracted to the actual product, the quality of the product.”
“The history and spirit of the brand is very rich and we wanted to share that story with our customers. Quality, craftsmanship and design resonate with our customers: timeless luxury products with a touch of effortless cool.”
The collection is also available at Blake, Just One Eye, Performance Ski Aspen, Hirschleifers in the US, Apropos in Germany, Trois Palm in Switzerland and Goop online.
“We have organic growth through 2022 and that was our strategy,” said Thad Khalsa, the brand’s chief financial officer. By finding retailers, we were able to achieve six times the original sales volume.”
Brand consultant Jill Atholl, who has worked with Martin Margiela, Marc Jacobs and other big labels, said: Shirts from shelves at Just One Eye in LA “One of the big problems we’ve had is we’re running out of stock,” he added, adding that retailers will be able to pre-order the collection for the first time in March. Said it would be
As is often the case in LA, the co-founders of the brand were first united in health and wellness.
“Someone needed healing, and someone provided it,” Pitt said, describing his relationship with Sat Hari, who grew up in northern India, like a brother. One of the many things she’s been through is that she’s been a human guinea pig in terms of health, spirituality, or psychology.”
The idea to make a shirt came to her in a dream. It coincided with Pitt saying she wanted more greenery and softness in her own life.
For Christmas, Sat Hari decided to make a green cashmere shirt that resembles the flannel he relies on every day. When she couldn’t find anyone who could do it, she decided to figure it out on her own, and after being introduced to an Italian factory owner through her friend, she produced small batches.
“The shirt felt so comfortable that I felt like making more,” Pitt said of how the brand took off.
They looked up many names, including CashPitt (“Horrible,” he laughed), and found the true Cashmere of God, as the Sanskrit word Sat Hari loosely translates to Divine Truth.
“I’ve always been drawn to the healing properties of stones, so why not wear your seven chakra shirt on the front of your body with gemstone snaps like a protective talisman?” she says. said of hand-cut gemstones.
“I’m also into numerology. The number 11 is the number of mastery,” she explained of the importance of having 11 buttons on a shirt with two flap pockets.
“I’m not claiming that Sat has no knowledge of numerology or chakras, but if she tells me to do it, I will,” Pitt said. “I feel better after seeing her.”
Feeling good is part of the brand’s ethos and is reflected in its online description. ”
Together they choose colors and threads and come up with a tartan. Usually at my kitchen table, I draw inspiration from reference photos from nature, interiors and travel.
“I’m one of those people who always wants to create,” said Pitt, who also designs furniture. “I feel stagnant. I feel surly and stocky. I feel a little worthless if I’m not creating something, so it’s another fun thing to dabble in.” Corner, I like to use my hands and I’m a quality junkie.”
Admittedly, Pitt never thought he would be in the fashion industry. “But when something is really great, I pay attention. I found that Row . [Ashley and Mary-Kate Olsen] bottom. ”
He cautiously points out that Sat Hari is lifting heavy things, but he is also leading evolution. For example, the brand recently unveiled the first track his suit in a similar brown plaid after Pitt asked for it. Sold out immediately. For friends who needed holiday his gifts, they added blankets, pillows, hats, socks, and always incorporated the jewel snap his button detail as a signature.
“I want a jumpsuit. They’re the ultimate lazy. Just jump in and zip it up. It makes me think of ‘A Clockwork Orange’ or something,” said Pitt. An actor who wore a linen skirt to the screening of the movie “Shinkansen” in Berlin last summer thought, “It would look great in a skirt.”
Partners are committed to building brands in responsible luxury.
Cashmere is sourced from suppliers certified to responsible wool and global recycling standards, shirts are produced in small artisan workshops in Italy and stones are sourced in India. Products are shipped in organic brushed cotton bags and no plastic is used for display or storage.
“There is a desire for what we do. You see it in our repeat customers…we connect with experience, uniqueness and touch,” says brand likely to grow six-fold again this year Khalsa said he expects there will be
“We are targeting major retailers in key markets. We have launched a website. It’s an opportunity for customers to come back and grab any styles they may have missed.
New shirt silhouettes and a lightweight summer capsule collection are coming soon. They are also looking into using more recycled cashmere, he said, Khalsa. “One of our favorite sayings is ‘do it with love and it will work’.”