YOUR QUESTIONS ANSWERED
- Where does cashmere come from?
- Why does the best cashmere come from Inner Mongolia?
- What’s the difference between Scottish cashmere and Pure?
- Isn’t Scottish cashmere meant to be the best
- When you say the finest cashmere in the world, what does that mean?
- How do you know you consistently use the best cashmere?
- I have sometimes bought cashmere and found some brands to be itchy – why are some itchy and others not?
- How come Pure does not lose its shape when it’s washed ?
- What is so special about Superfine?
- Why is Superfine more expensive?
- Why is Superfine 3 Ply, yet finer that Pure 2 Ply?
- How come Pure is the only cashmere brand that is 100% sustainable?
- If I buy Pure, am I buying from an ethical company?
- Is Pure a ‘Fair Trade’ retailer?
- Where does Pure stand on animal welfare?
- How can I prevent moths being attracted to my cashmere?
- How do I deal with an existing moth problem?
- Why is your cashmere more expensive than the cashmere I can buy at famous [High Street Store] or the Supermarket?
- I’ve heard cashmere can pill just like wool. How can I prevent this?
- What is the best way to wash my Pure cashmere?
- Can I wash Pure cashmere in a machine?
- How do I store my Pure Cashmere?
- Why does it take so long for you to replenish out of stock items?
- What is the difference between 2ply cashmere and 4 ply cashmere?
Where does cashmere come from?
The best cashmere in the world is grown by the Capra Hircus goat on the plains of Inner Mongolia, China. Cashmere is also produced in smaller quantities and lower grades in New Zealand, Australia, India, Nepal, Iran, Afghanistan, U.S.A. and Turkey.
Why does the best cashmere come from Inner Mongolia?
The Capra Hircus goats of Inner Mongolia are a special pedigree of goat who have adapted to the extreme winter climate of Inner Mongolia where temperatures plummet to -40° c. To keep warm, these sturdy animals produce the finest grade of cashmere on Earth.
What’s the difference between Scottish cashmere and Pure?
Just because a cashmere sweater is made in Scotland or any other country does not give it an automatic right to be a higher quality. The best quality cashmere sweater made in Scotland, Italy or any other country is no better than a Pure cashmere sweater. Pure insists on the finest cashmere in the world – certainly as good as any Scottish producer and quite probably better. Each Pure piece is created by highly skilled craftsmen who painstakingly knit and link each component of a garment by hand, just as the traditional Scottish and Italians mills did in years gone by.
Isn’t Scottish cashmere meant to be the best?
It’s a common misconception that the finest quality cashmere comes from Scotland. The truth is the finest quality cashmere fibre has always come from Inner Mongolia where temperatures plummet to -40° c which means the goats produce fine cashmere to protect them from the extreme cold.
When Europe had a thriving textile trade, Scotland and Italy were the traditional centres of excellence as spinners and knitters of cashmere, often sourced from Inner Mongolia. But since its [Scottish cashmere industry’s] demise, investment has declined and Inner Mongolia is now the modern centre of excellence for quality where traditional skills collide with state of the art technology – an unbeatable combination.
When you say the finest cashmere in the world, what does that mean?
It means the longest, whitest and finest (thin) fibres produced by the Capra Hircus goat. Pure has specified the same premium grade of cashmere since the company was founded in 2002. To our knowledge there are no other cashmere brands, from designer labels to mass market retailers, that openly share the specification of their cashmere fibre. The Pure specification is: Inner Mongolian White for White, 36-38mm, maximum 15.5 micron – which is used for our standard Pure garments and; Inner Mongolian White for White, 38-40mm, maximum 14.5 micron – which is used for Pure Superfine™.
How do you know you consistently use the best cashmere?
Every batch of Pure cashmere fibre is rigorously analysed for colour, length and thickness before it enters the process. Pure cashmere is literally the best cashmere in the world and the expertise of the Inner Mongolian craftsmen and women who spin and knit Pure cashmere is second to none.
I have sometimes bought cashmere and found some brands to be itchy – why are some itchy and others not?
This could be for either or both of two reasons. The first is the sweater could have been made from lower grade short and/or course fibre. The second is that too much dye may have been used. It is the build up dye that can sometimes cause cashmere to itch. This can be because the producer has dyed the yarn (or garment) as opposed to fibre, or they have used more dye trying to turn dark fibres into light colour shades or vice versa.
Pure sources the rarer white fibres for pale colours and grey / brown fibres for deeper shades so that minimal dye is needed to transform each fibre into the desired shade. It is the build up dye that can sometimes cause cashmere to itch.
How come Pure does not lose its shape when it’s washed ?
The looser (less tension) a garment is knitted, the less cashmere is used as more of it is just ‘air’, which means there’s less cost. Crucially it also means the structure of the sweater is not as strong and will be prone to losing its shape when it is washed. Pure cashmere is knitted with a higher tension than many cashmere brands, including cheaper cashmere on the high street but also some of the cheaper Scottish brands. A consequence of this is that we use more cashmere to make the same style sweater.
Another critical factor is that Pure uses the best cashmere fibre which behaves naturally when it is washed properly – does not shrink, holds its shape. Cheaper cashmere may have been treated or over milled to give it an initial appearance of quality and will most certainly lose its shape (and pill) very soon after its first few wears and washes.
What is so special about Superfine?
Pure Superfine™ is the pinnacle of cashmere luxury. It is so fine that a superfine knitted garment drapes with silky fluidity yet retains all the luxury chic associated with fine clothing made from the world’s finest natural fibre.
Why is Superfine more expensive?
The process to spin Pure Superfine™ yarn is infinitely more complex than Pure’s standard 2 ply yarn but the rarity of the fibre is also a major factor. To illustrate just how rare Pure Superfine™ is, consider this: It takes 4 goats an entire year to produce enough fibre to make an average cashmere sweater; It takes 8 goats an entire year to produce the fibre we specify to create a Pure 2 ply sweater; To create a Pure Superfine™ sweater requires the fibre of no fewer than 12 goats. So little wonder then, that Pure Superfine™ is made from the finest and rarest cashmere known to man (or goat).
Why is Superfine 3 Ply, yet finer that Pure 2 Ply?
Each Pure Superfine™ garment is created using a yarn so fine that it is made up of ‘3’ strands of yarn twisted together yet it is half the thickness of Pure’s standard yarn which is made by twisting only ‘2’ strands. This can only be achieved by using the very longest, finest cashmere fibre and only a limited quantity can be harvested each year.
How come Pure is the only cashmere brand that is 100% sustainable?
Cashmere is our life. So it is natural for us to be more in tune with what’s really happening in the real world of cashmere than a designer label or mass retailer for whom cashmere is just a small part of their overall business. We recognised the importance of environmental issues when we launched Pure in 2002. Although we spent the first year focusing on getting the business up and running, we always wanted to see if something could be done to minimize the impact the growth in cashmere production was having on the Mongolian grasslands. Our direct involvement with our partners in Inner Mongolia has given us greater insight and access to be able to set up our sustainable program as we are not as remote as other specialist cashmere brands.
If I buy Pure, am I buying from an ethical company?
Our guiding principle is always fairness and excellence in everything we do. This extends beyond the way we treat our customers, suppliers and colleagues to the impact our business has, both socially and environmentally. We believe we can make a difference by choosing to behave in a responsible manner. Approaching our business in this way enables us to offer the very highest quality cashmere, at a sensible price, whilst providing peace of mind that is increasingly valued by our customers.
Is Pure a ‘Fair Trade’ retailer?
Pure believes in the principles of 'Fair Trade' and though we work hard on behalf of our customers to avoid unnecessary middlemen, waste and inefficiency, we don't like to squeeze people. The fact that there is no formal ‘Fair Trade’ structure in the cashmere trade is for a good reason…..there is no need for it. Nomadic herders are a savvy bunch who recognize the price of cashmere is determined by supply and demand, so they control the price of cashmere by holding onto their clip when prices dip and releasing more when prices are high. The herders that produce our ‘sustainable’ cashmere are selling a premium product that is both ‘the best’ and ‘sustainable’ so naturally we pay a premium.
Where does Pure stand on animal welfare?
Our key partners own their own herds of goats, all of which live in controlled areas in Inner Mongolia. As such they are fed a diet that is much more nutritious than they would have were they to roam wild in the Mongolian Plains. Goats grow the deep downy fleece to protect against Mongolia’s severe cold winter, temperatures fall as low as -40°, but in the Spring they naturally shed their cashmere fibre before the extremely hot, dry summer begins. The cashmere fibre is not sheared from the goats as with sheep, but gently combed out in a harmless (in fact helpful) process. It’s called the ‘clip’ in the trade.
How can I prevent moths being attracted to my cashmere?
Only ever store clean garments away. Contrary to popular belief, cashmere is better if it is washed regularly and moths are not as attracted to the fibre, as much as the food, dirt, perspiration or body oils left on a garment. Store your sweaters in breathable zip-up plastic bags in a cool place. If you don’t like the smell of mothballs, try cedar wood balls or other alternatives are: Cloves, lavender, rosemary, thyme or dried orange peel. But avoid placing them on the garment as it may stain. Cedar balls, protective zip-up bags and other accessories can be purchased from Pure's Cashmere Care store.
How do I deal with an existing moth problem?
Cedar or lavender will not solve an existing moth infestation, they will only prevent new moths from locating settling in your wardrobe. It may seem odd but storing cashmere for four days in a freezer will ensure that any larvae are killed.
Why is your cashmere more expensive than the cashmere I can buy at famous (High Street Stores) or the Supermarket?
A good question and the reasons are endless. The core reasons are: The quality of the fibre Pure uses is the best in the world; the skill and dedication that goes into the construction of each Pure garment is extraordinary – each piece is painstakingly hand finished. All Pure cashmere is acquired from 100% sustainable sources. Pure does not negotiate aggressively with our partners. You will build a stronger picture by reading the answers to most of the other questions we are asked or by reading all the material in the Pure Philosophy section.
I’ve heard cashmere can pill just like wool. How can I prevent this?
Pilling is caused by friction on clothing. It occurs more easily if a garment is not washed regularly as it is the daily grime that causes the fibres to stick together and create little balls of fluff. Regular hand washing is the best way to clean cashmere and prevent pilling. When they do occur, wash the garment and dry flat, then remove the pill balls using a de-fuzzit comb. This glides over the garment removing them instantly. If you wash Pure cashmere regularly you should find it pills less and less frequently as the garment settles down. You can purchase a De-fuzzit Comb as well as other accessories from Pure's Cashmere Care store.
What is the best way to wash my Pure cashmere?
By hand is the short answer but see the question on machine washing below if this sounds a drag. For hand washing: Soak the sweater in sudsy, lukewarm water for 5 minutes, then gently ‘squish’ to let the suds soak through the fibres. Rinse in lukewarm water using the same ‘squishing’ action – never wringing - until the water is clear. Roll the garment in a towel to remove the extra moisture and speed drying. After washing all garments should be re-shaped while damp and lay flat to dry, away from heat and sunlight. Smooth the garment back into shape, gently coaxing any facings or trims back to the correct size, Your garment will retain this shape, so this is an important part of the process to get right.
Can I wash Pure cashmere in a machine?
Pure cashmere can be washed in some machines without any detriment. Pure cannot however recommend machine washing as manufacturers are constantly launching new models and we are not able to test them all. Many customers with modern front loading machines that have delicate cycles on low temperatures report very satisfactory results. If you have a Front Loading machine and wish to test your machine we would offer the following advice: Turn the garment inside-out and place in a laundry bag or a pillow case with the end tied off – this helps it keep its shape. Make sure you select the most delicate setting and make sure the temperature is not set to above 30. If you decide to spin dry your sweater, we suggest you opt for the shortest and most delicate spin. If there is no spin time or speed setting, we do not recommend you spin dry your sweater.
How do I store my Pure Cashmere?
Fold your cashmere garments and store in cupboards breathable zip-up plastic bags. Avoid hanging any cashmere garment. It will lose its shape and is the quickest way to ruin it.
Why does it take so long for you to replenish out of stock items?
Predicting how many of each style, colour and size will sell and how quickly is not an exact science. We operate increasingly sophisticated computerised prediction models to forecast sales by style, colour and size permutation. When we fail to predict a best seller we do our best to react as quickly as we can, placing urgent top-up orders that are shipped by airfreight to ensure the best possible service to our valued customers. We recognize it is a frustration, but it is a frustration for us too as we hate to disappoint and we’re not in business to lose orders.
What is the difference between 2ply cashmere and 4 ply cashmere?
The ‘ply’ refers to the number of strands of cashmere used to make up the yarn count used in any knitted garment. Therefore a 2 ply sweater is knitted using a yarn which is made up of ‘2’ strands (ply) of cashmere twisted together. And a 4 ply sweater is made by twisting 2 strands of 2 ply yarn together so that there are a total of 4 strands (ply). So a 4 ply yarn will knit a thicker or chunkier feeling sweater and will use more cashmere fibre, hence be more expensive. However, the ply of a garment does not make one garment a better quality than another, it will just make it thicker or thinner. The simple way to remember is the more the ply, the thicker the garment.