Category: God’s True Cashmere

“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.

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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.”

Read more. This interview is featured in the september issue of Vogue (UK).

If you’ve browsed our Father’s Day gift guide, you might recognize the shirt in the photo above. It’s from a new-to-the-goop-shop brand called God’s True Cashmere, which comes highly recommended to us (well, to Gwyneth) by Brad Pitt. Below, we interview the founder, and GP talks to Brad about his involvement in the business, his love of the late Bruce Paltrow, and more.

For holistic healer–turned–Brad Pitt’s business partner Sat Hari Khalsa, the journey to entrepreneurship was, in her own words, divinely driven. “In October 2018, I had a dream where Brad was telling me that he wanted more softness in his life, more green cashmere,” Sat Hari says. Coincidentally, Pitt had said that exact thing to his stylist just two days prior.

Inspired by this vision, Sat Hari set out to make her friend a cashmere button-up based on one she had been given by a client almost a decade earlier. “I knew that these shirts existed, but they weren’t exactly what I wanted, and I couldn’t find them again,” she says. “So I called around to all the different fashion houses to see if somebody could make a cashmere shirt in time for Christmas, and everyone basically said no.”

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