Extreme weather for cashmere: cult Amsterdam-based brand adds warmth to London's Chiltern Street

LONDON — The world of cashmere.

Extreme Cashmere, the Amsterdam-based cult brand, has taken over the Ssône store on London's Chiltern Street , neighbors with Andre Balazs' luxury hotel and restaurant, Chiltern Firehouse, fashion brand Casely-Hayford and new lab-grown diamond brand Kimai.

Ssône is a contemporary women's clothing and lifestyle brand. The affluent street is the place for slow-thinking sustainable brands.

Extreme Cashmere took the reins of Ssône for three months until February, transforming it into a world luxurious cashmere colorway with fully fiber covered mannequins. Some even have cashmere braid hairstyles in burgundy and dusty red, which resemble a sandy blonde.
Related Galleries
Inside Extreme Cashmere in Ssône. Courtesy of Extreme Cashmere

The brand experimented with Ssône last year by hosting an event at the store with a mix of other brands available for purchase.

"We already had quite a large following in London and the UK because we have a healthy distribution with Selfridges, Harvey Nichols, Browns and Matchesfashion, to let people know about us,” said Nisse van Rossum, account manager at Extreme Cashmere.

"For us, it kind of felt like the logical place to do a store takeover with a guerrilla pop-up element. We also specifically chose Chiltern Street because it's a typical menswear district and of course we want to push our multi-gender collection, so we focused on that a bit more," said van Rossum added, explaining that Extreme Cashmere plans to replicate the model in multiple locations in the future.

The brand will present its fall 2023 collection during Paris Fashion Week in the 1st arrondissement with a showroom named the "winter house", which follows the brand's house model of investing spaces to present their collections.

"There will be sofas and a large dining table setup because we like to make our dinners "said van Rossum, alluding to the brand's tradition of inviting a chef to cook dinner for customers.

In June, Extreme Cashmere underwent a digital transformation and relaunched its website with the...

Fashion Dec 23, 2022 0 47 Add to Reading List

LONDON — The world of cashmere.

Extreme Cashmere, the Amsterdam-based cult brand, has taken over the Ssône store on London's Chiltern Street , neighbors with Andre Balazs' luxury hotel and restaurant, Chiltern Firehouse, fashion brand Casely-Hayford and new lab-grown diamond brand Kimai.

Ssône is a contemporary women's clothing and lifestyle brand. The affluent street is the place for slow-thinking sustainable brands.

Extreme Cashmere took the reins of Ssône for three months until February, transforming it into a world luxurious cashmere colorway with fully fiber covered mannequins. Some even have cashmere braid hairstyles in burgundy and dusty red, which resemble a sandy blonde.

Related Galleries

The brand experimented with Ssône last year by hosting an event at the store with a mix of other brands available for purchase.

"We already had quite a large following in London and the UK because we have a healthy distribution with Selfridges, Harvey Nichols, Browns and Matchesfashion, to let people know about us,” said Nisse van Rossum, account manager at Extreme Cashmere.

"For us, it kind of felt like the logical place to do a store takeover with a guerrilla pop-up element. We also specifically chose Chiltern Street because it's a typical menswear district and of course we want to push our multi-gender collection, so we focused on that a bit more," said van Rossum added, explaining that Extreme Cashmere plans to replicate the model in multiple locations in the future.

The brand will present its fall 2023 collection during Paris Fashion Week in the 1st arrondissement with a showroom named the "winter house", which follows the brand's house model of investing spaces to present their collections.

"There will be sofas and a large dining table setup because we like to make our dinners "said van Rossum, alluding to the brand's tradition of inviting a chef to cook dinner for customers.

In June, Extreme Cashmere underwent a digital transformation and relaunched its website with the...