5 Minutes with... Chloe Liddell, Founder of Misty Cashmere
When did you found Misty Cashmere and why?
Cashmere was founded mid-2016 receiving my first stock in September of that
year. I love jumpers and cashmere and really wanted to design something that
was classic, warm, fun and lasting! I
had worked for a jumper company as well as being manager of a school uniform
shop so I thought - why can’t I do it myself! After trawling the internet I got
samples from suppliers in Nepal, Outer Mongolia and Inner Mongolia. The supplier
from Inner Mongolia produced the best quality cashmere products – communication
was easy and having met my contact in Newcastle and affirmed the company ethics
as regards manufacture, trade and animal welfare (my contact came from a long
line of herders), I went with them.
are the steps involved in designing and producing one of your products?
It is a long
process! I do a lot of research on current trends and try and produce something
that is classic but a bit different resulting in a ‘go-to’ jumper. Once I have
come up with a design I pass on my ideas to a knitwear designer in Devon to
make up a child size sample of the front of a garment which I then send to my
manufacturer with precise instructions on size, yarn type, and other details.
My manufacturer then makes up a full sized version of the garment in the
colours I have specified. Having received this, I may make a few minor
alterations, and then give the go-ahead for production which takes from 2-4
you travelled out to Inner Mongolia and Tibet and seen the wool and yarn being
produced and spun?
I have not
been to Inner Mongolia yet but I have seen the full process of how the garments
are made on my manufacturer’s website and I meet with my contact either in
London or the North East of England when he is over visiting his customer base
in the UK. He will give me an update on the latest knitting techniques and
designs available and news concerning production and the team.
has Misty Cashmere grown?
At first I
had just three designs - a printed cashmere cardigan, a long cardigan in a
traditional 12-gauge knit and a thicker 7-gauge knit jumper. (The gauge is the
number of stitches per inch on the horizontal, and number of rows per inch on
the vertical.) A friend in Sussex, who is a textile
designer, had made an animal print template for the printed cardigan but
although the end result was good, the end result was not quite the same as what
she had produced, so once this sold out I decided not to continue with printing
on cashmere for the time being! I now have both men’s and women’s jumpers and
cardigans in different colours and gauges as well as different yarns. I have
over ten designs including our latest zip neck jumper in a wonderfully deep
natural sustainable yak yarn together with a yak scarf and beanie hat which
come in a smart recycled gift box.
does the future hold for you and Misty Cashmere?
forward I want to do more block colour designs as in the two colour cardigans
and thicker high collar jumpers in a cashmere/merino mix. I also love the
natural look and sustainable aspects of the yak yarn and want to produce more
garments using this - I have recently had some samples made up for baby and
children’s jumpers in yak so watch this space!
business side of things I want to build the brand through attendance at fairs,
for example the Spirit of Christmas at Olympia in London. I am also doing a
pop-up shop in the Portobello Road in December. I want to increase my social
media presence to drive more traffic to my website, investing more in marketing
and hopefully sell around the world as well as in the UK.
is your connection with Thomas’s and when did you join The Directory?
has three boys who went to Thomas’s. He and his family live in Kensington so it is lovely to be able to stay with them from Sussex and walk through Holland Park to
Olympia when I am doing the Spirit and House & Garden fairs! I joined The
Directory last year and I love the fact that I can reach a London audience with
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