Zegna launches new fully traceable cashmere collection Oasi Cashmere
Zegna has launched a new cashmere collection named Oasi Cashmere, a fully traceable line intended to represent a new model of environmental and business consciousness.
Every garment will carry a QR code describing the entire journey of the Oasi Cashmere collection, from the cashmere farm to spinning or knitting, and eventually the Italian luxury brand’s boutiques. The codes also provide customers with a visual tour of Oasi Zegna, the Italian brand’s new give-back-to-nature program.
The house has been gradually unveiling Oasi Cashmere to VIP customers over the past six months, but Thursday, September 8 marks the collection’s arrival in boutiques.
“It’s all about the iconic overshirt; the new short coat; knits in new gauges; full pants and triple-stitch shoes. What people are looking for in stores, and what is driving our double-digit sales growth is this demand for new luxury,” explained Zegna’s creative director Alessandro Sartori.
It’s sophisticated slow fashion; though not at a snail’s pace. Zegna made-to-measure takes only four weeks door-to-door to people’s apartments. As soon as key customers began hearing about it, orders started rolling in – in part attracted by the exceptional fabric – Zegna Cashmere uses only refined long-fiber cashmere, making it notably tough.
“We chose the name Oasi to underline the value of traceability. That begins with the relationships we have with people in Mongolia, where we source all our cashmere. So, we know each and every source and everyone in the whole chain. All the way from the animals to the skilled people with Biagioli,” said Sartori.
Filati Biagioli is the high-quality spinner based in Tuscany acquired two years ago in a deal where Zegna and Prada each own 40%, with the remainder held by managers. While all the knitting is done in another Zegna company based in Biella.
Like other luxury brands, Zegna is also working on a block chain project, a vitally important task as the growing number of vintage fashion sites encounter increasing numbers of fakes. Though Sartori declined to be more specific, other than to indicate that Zegna is testing various technological solutions.
Under Sartori’s subtle guidance, Zegna has eased up its whole sartorial style and silhouette, as consumers search for more comfortable clothes and a softer shape coming out of the pandemic.
Underling that shift, Zegna in August hooked up with Real Madrid, the reigning European soccer champions, to create a new wardrobe when the team is travelling. The team has already posted videos of its stars in Zegna’s luxury travel wear.
“Working with Real Madrid is a fantastic opportunity. Besides the photographs and videos they post, they are a brand and home of values, and a unique history in sport. As companies we share lots of ideas. So, when we approached them about a new way of dressing they loved the idea and the fact everything is made with recycled sources - 100% of the wardrobe,” enthused Sartori.
Though a keen supporter of AC Milan, Sartori happily visited Madrid to kit out the Real stars, like Karim Benzema, who has worn Zegna prominently on Instagram.
Real will continue to work with active sport giant Adidas, but when they travel from the clubhouse to foreign fields they will do so in Zegna’s relaxed formality.
“The players loved not having to wear shirts and ties. They looked less confident - now they look better. When we met, they organically liked our story - new silhouette and sustainable concept. The deal was not about a marketing deal, but about values,” concluded the designer.
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