New Cashmere Brand Launches in UK, Promising Luxury at a Fraction of the Price
Quince, an American online retailer, has entered the UK market with its 100% Grade A Mongolian cashmere jumpers priced at £50, significantly undercutting competitors like Cos and Reiss.
A new player has entered the UK fashion scene, challenging established brands with an accessible price point for luxury essentials. Quince, an American online retailer previously valued at $10.1 billion (£7.6 billion), has launched in the UK, offering its signature Mongolian cashmere crewneck jumpers for £50.
This pricing strategy positions Quince as a considerably more affordable alternative to high-street retailers such as Cos and Reiss, whose similar cashmere offerings typically range from £129 to £130. The brand aims to provide luxury knitwear without the premium price tag, a proposition it claims is achieved by cutting out traditional retail mark-ups through direct-to-consumer sales.
The Quince Mongolian Cashmere Crewneck is crafted from 100% Grade A Mongolian cashmere. The brand highlights that the design of the crewneck, including the yarn's composition and knit tension, has undergone seven iterations to optimize softness, fit, and reduce pilling. According to Quince, the selected long, fine fibres and yarn twist contribute to its quality.
Initial impressions suggest the £50 cashmere jumper offers a feel and appearance that belies its price. Described as having a gentle softness and being cozy without bulk, it is presented as a versatile piece suitable for layering. The understated design, featuring clean lines and a classic silhouette, contributes to a 'quietly expensive' aesthetic, appealing to those who favor minimalist style over prominent branding. The available color palette includes neutrals like ivory and oatmeal, as well as richer shades such as burgundy and navy.
Quince also offers cashmere options for men, with crewneck jumpers starting from £60. The brand provides a 365-day return policy on most items and free standard delivery within the UK.
While Quince advertises its cashmere as pill-resistant, the brand acknowledges that all cashmere, regardless of price, can be susceptible to pilling with repeated wear and friction. Proper care, including hand-washing in cold water and laying flat to dry, is recommended. Dry-cleaning is also suggested, which may incur additional costs.
Fit is noted as being a relaxed and versatile classic shape, with advice to consider sizing up for a more oversized look. The brand also points out that lighter colors, like ivory, may require attention to ensure preferred opacity.
Quince's entry into the UK market offers consumers a new option for accessing cashmere knitwear, potentially making the luxury material more attainable for a wider audience. The long-term durability of the garments will be a key factor to assess after repeated wear and washing.