Vogue – September 01, 2022

Brad Pitt and Sat Hari’s Cashmere Line Came to Them in a Dream

By Christian Allaire
September 1, 2022

Brad Pitt has been busy this summer making his press rounds for his new film Bullet Train—you may have seen him rock a fabulous linen skirt on the red carpet. But behind the scenes, the actor has been quietly working on a new passion project all together: designing a fashion line. Pitt is the cofounder of a new luxury cashmere line titled God’s True Cashmere, along with close friend Sat Hari, a jewelry designer and holistic healer. Their new collection officially launches in Selfridges today. It’s the first major department store, and first retailer in the UK, to carry the line marking a new chapter for the brand. (The brand was first carried by Paola Russo’s curated boutique Just One Eye in LA. The boutique proved to be a key supporter for the brand and integral to its growth.) “It felt like a natural evolution,” Pitt tells Vogue over Zoom of the line’s expansion. “[Selfridges] curates really well.”

The origin story for God’s True Cashmere—which soft-launched in 2019, but started selling products in 2020—is not typical. “I had a dream on a Tuesday where Brad was standing in front of me getting dressed by a stylist,” Sat Hari says. “He was wearing all green cashmere, and he told me, ‘I need more green and softness in my life.’ I told him that a couple days later, and he said, ‘That’s weird, because on Tuesday, I did tell a stylist that I wanted more green cashmere and softness in my life.’” The pair took it as a sign from the cosmos, and decided to enter into business together. “We started having fun with it and expanding the idea,” Pitt says.

The line evolved into a luxe offering of 100% cashmere pieces made in Italy, with the yarns sourced from various ethical goat farms. “We’d love to have our own goat farms [one day],” Sat Hari says. “And to name all our goats,” Pitt adds. Pieces include track suits and button-up shirts; the latter, in various plaid colorways, has become their signature offering. “It could be your main travel shirt, or something you want to wear on a cold Sunday,” Pitt says. The duo’s focus on cashmere comes down to its nice soft feel. “I grew up in India, and I really love [cashmere] pashminas,” Sat Hari says. “I find that softness really comforting. When I wrap myself in it, I feel really held.” Pitt adds that it’s a wardrobe staple for people of all genders, ages, and sizes too. “[Cashmere] has elegance, quality, and comfort,” he says. “It’s also something that you can keep for a lifetime—something you can hand down and become heirlooms.”

Even though the God’s True Cashmere line has a narrow focus, the cofounders have incorporated special flourishes that make it shine. For one, they’ve put importance on the quality of yarns and the fun color combos. “Brad and I pick all the yarns and patterns together,” Sat Hari says. “There’s a lot of time and energy that goes into it. The most challenging part was finding [plaid] patterns that both men and women can wear.”

Pitt—who has made waves recently for his more daring style choices—agrees that fashion shouldn’t be bound by gender. “I say just wear what makes you feel good,” he says. “Wear what’s fun, do it, and get on with it!” Stepping into the design process has been a fun learning experience for him, as well as for Sat Hari. “The color combinations are endless,” Pitt says. “Sometimes we’ll argue—I’m a tomato red, she’s a cherry red.”

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Given Sat Hari is a holistic healer and the jewelry designer of Amrit, she also wanted to infuse the collection with ornamental details that are focused on wellness. All the shirts, for instance, have 11 snaps—seven down the front, and four on the pocket and cuffs—made of gemstones hand-carved in India. “We have seven chakras in our body,” Sat Hari says, “so why not put seven down the front of the shirt, so that all of your chakras are activated?” Each shirt has different gemstones, but they include tiger’s eye, moonstone, amethyst, rose quartz, emerald, and more—all varying in different hues and representing different qualities including wealth, love, and wisdom. “She worked really hard on it—I didn’t,” Pitt jokes. “She did all the heavy lifting.”

Despite its infancy, the line has already amassed a steady cult following (and with shirts at over $2,000 a piece, it’s an impressive feat). They saw sales grow especially during the pandemic. “People were home, and they wanted something that was warm, cozy, and effortless,” Sat Hari says. “You can wear it as pajamas, or with a pair of jeans or a skirt.” It’s even been recently worn by celebrities such as Jennifer Garner and Mary-Kate Olsen, whose own line, The Row, also masters discreet luxury. “That was cool,” Pitt says. “The Olsens are so talented.”

Looking to the future, the pair have plans to expand their product offering, but they’re in no big rush. “Maybe some blankets, hats, and socks made of recycled cashmere,” Sat Hari says. “It was intentional to start really slow, because neither of us have done garments before.” For now, they’re comfortable continuing to keep their business plan low-key—just like their quietly elegant clothes. “We both have day jobs, so there’s no grand design of dominance or takeover,” Pitt says. “As long as we’re having fun with it, we’ll just keep going. We’re not hype masters in any way—in fact, we’re probably kind of crappy at it.”