“It’s almost an affliction, it’s got to be quality,” Brad Pitt told WWD of his approach to God’s True Cashmere, the feel-good luxury label he cofounded with his friend and holistic healer, Sat Hari.
Four years in, God’s True Cashmere is in growth mode, with a new e-commerce site, plans to launch more styles and a push to expand wholesale, with a showroom in Paris during the women’s ready-to-wear season March 3 to 6.
The collection also sells at Blake, Just One Eye, Performance Ski Aspen and Hirschleifers in the U.S., Apropos in Germany, Trois Palm in Switzerland and at Goop online. Sat Hari decided to make him a green cashmere shirt for a Christmas gift, similar to the flannels that were his daily go-to. When she couldn’t find anyone who could do it, she resolved to figure it out on her own. After being introduced through a friend to a factory owner in Italy, she produced a small run.
“I have always been attracted to the healing properties of stones, so I thought why not put gemstone snaps on the shirt on the seven chakras up the front of your body almost like a talisman that protects you, like this energetic force field around you?” she said of the hand-cut gems. Feeling better is part of the brand ethos, reflected in online descriptions such as “Each of our shirts are Made in Italy with 100 percent cashmere worthy of the God in you,” and “We made this shirt for you because you deserve to be loved.”The two work together on picking colors and yarns and coming up with tartans, usually at the kitchen table, using reference photos from nature, interiors and travel for inspiration.
He’s careful to point out Sat Hari does the heavy lifting, but he’s also guiding the evolution. For example, the brand recently introduced its first track suit, in a tonal brown plaid, after Pitt asked for one. It sold out instantly. Needing holiday gifts for friends, they added blankets, pillows, hats and socks, always bringing in precious stone snap button details as a signature.“I want a jumpsuit, they are the ultimate in laziness, you just hop in and zip them up.
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