“It’s almost an affliction, it’s got to be quality,” Brad Pitt told WWD of his approach to God’s True Cashmere, the feel-good luxury label he cofounded with his friend and holistic healer, Sat Hari.
The brand’s gender-neutral, two-pocket cashmere work shirts in solids and tartans, with handcrafted snap buttons made from healing stones like emeralds for health and wealth; lapis lazuli for wisdom and truth, and labradorite for balance and protection are the latest cult casual-luxe item to come out of Los Angeles.
Soft like a hug (a hug from Brad Pitt, no less), the $2,000-plus shirts are being snapped up by in-the-know shoppers in stores from Serenella in Boston to Boon the Shop in Seoul.
Four years in, God’s True Cashmere is in growth mode, with a new e-commerce site, plans to launch more styles and a push to expand wholesale, with a showroom in Paris during the women’s ready-to-wear season March 3 to 6.
“We want the shirts to be the face of the brand,” Pitt said, explaining his aim to stay in the background in his business ventures, which include Le Domaine skin care and the Miraval wine label.
• x003 Photoshoot