A sister brand of Naked Cashmere has debuted: No Name Is Required.
Interpreting the two, CEO Patti Cazzato stated, “Naked is like going to the Met and Noname is definitely like going to MoMA.”
Put another way, Noname Is Needed has a funkier, more edgy feel.
The Southern California direct-to-consumer firm Naked Cashmere has been providing basic wardrobe basics in creams and subdued tones, but Noname Is Needed, whose goal is to “design wearable art,” offers a vibrant and vivid alternative. While Naked Cashmere will continue to create distinct collections for men and women, the new brand is likewise unisex. According to Cazzato, the company receives its superior cashmere from Inner Mongolia and Italy, and both brands concentrate on using it together.
After serving as Victoria’s Secret’s president of new business for eight years, the executive joined Naked Cashmere in January 2023 with a distinct vision for the company, which was founded by Bruce and Leslie Gifford, a husband and wife partnership. (Lagatus I, a buyout fund located in Luxembourg, purchased the parent company last year.)
“The company didn’t really talk about branding, so the first thing I did when I got here was really put together a brand book,” Cazzato stated. “You really start talking about the essence of your brand and how it differentiates from the marketplace when you put together a brand book.”
She continued, saying that one of the main tenets of Naked Cashmere is craftsmanship: “We use the finest yarns available, the highest grade.” We also discuss creating a serene, luxurious setting with a hint of natural elements and understated sophistication. It is a visceral encounter. “Naked as a second skin,” as we say. Wearing cashmere must feel like putting on a second skin.
Through product fit and detailing, she hopes to give Naked Cashmere a unique personality: ‘My ultimate ambition is to have a brand where you would be like, ‘Oh my gosh, I love that jumper,’ if you were strolling down the street.’ That jumper is made of Naked Cashmere.
The intention of Noname Is Needed is to spread the idea of self-expression. The initial collection, which is available on its own website, nonameisneeded.com, features a sporty and preppy aesthetic with lots of polka dots, stripes, and bright colours that are reminiscent of the 1960s and 1970s. The price range is comparable to Naked Cashmere’s ($250 for a baby T and $495 for a rugby polo, both made entirely of cashmere), and the sizes vary from XXS to XL.
Naked Cashmere
Cazzato is investing in retail going forward, she said. Although Naked Cashmere has physical locations in Aspen, Colorado, and Santa Monica, California (which launched last year), 95% of its business is done online. Her next venture will be an East Coast store, with a focus on New York City.
She went on, “Noname is Needed will appear differently.” “There will be a slight increase in energy.”
The Red Balloon in Newport Beach, California; Henry Lehr in East Hampton, New York City; and Bocnyc in New York City are just a few of the specialist shops that will carry the new brand. Future pop-up shops across the world will also carry it.
“We intend to introduce this product to the wholesale market in the future,” Cazzato stated. And for both brands, omnichannel is the ultimate goal. Permit the client to make their purchase wherever they like.
