Our value formula
The more times you wear a garment, the better value it becomes. And when it comes to cashmere, it helps if it’s built to last a lifetime and not just a season. Using the finest cashmere on the planet gives us a great head start and almost certainly makes Pure cashmere the best value money can buy. Inferior cashmere is likely to pill, lose its shape and irritate your skin. Of course we could make cheap cashmere, but it wouldn’t be Pure – and you wouldn’t thank us for it.

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It’s as soft as
Our cashmere has always felt beautifully soft next to the skin, and we take the same meticulous care with everything that bears the Pure label; from our new Merino range to the finest lambswool and silks. We also use superior-quality Italian linens that are cool to the skin and this natural fibre gets even softer as it’s washed.

100% is not enough
We all love the purity of 100% cashmere, but there are times when blending cashmere with other fibres brings added benefits. Silk adds a luxurious fluidity and lambswool allows the garment to hold its structure better. But rest assured, whatever the fabric, we always try to use only the very best that Mother Nature has to offer.

A big difference
However hard we try, things don’t always go according to plan! That’s when dealing with an efficient and friendly customer service team makes all the difference. All our advisors are trusted to make their own decisions when speaking to customers and all take pride in their work. Whether it’s calling to confirm receipt of returns, or the despatch of a Special Delivery – it’s the little things we do that add up to make a big difference.