Cashyage (pronounced: cashy-age) is innovating cashmere sweaters that appeal to a new generation of consumer by introducing vibrant colors, patterns, and unexpected finishes. PR Manager, Makiko, offers an interesting insight into the westward expansion of this Japanese knitwear brand.
Would you tell me about the brand's history and its affinity for cashmere?
The name, Cashyage, is a combination of "cashmere" and "voyage," and expresses our desire to share modern products using cashmere. Cashyage was founded 4 years ago by Hiroshi Taguchi, owner of parent company, Transfer Co. Hiroshi saw Cashyage as an opportunity to demonstrate Transfer Co.'s 30 years of our technical expertise in cashmere manufacturing as well as our advances in production technology. Today, the leadership of the brand has been passed on to his daughter, Tomoko Uehara.
Where did you draw inspiration for a modern take on a traditional material like cashmere? For our first collection available in Europe our three lead designers (photo above) chose to use a museum as our concept. We studied the various motifs found in museums such as paintings and sculpture. We have a camo print sweater that upon closer examination shows famous sculptures such as the Venus de Milo, and the Thinker among others. We also collaborated with artist, Tadanori Yokoo, by using his art as a graphic print.
Who is your target customer and why do you believe your products appeal to him?We want to break the traditional view of cashmere as a luxury material for older generations. We therefore innovate with design and offer interesting textures which appeal to a younger consumer.
What differences have you observed between the eastern and western markets? Color, material, and design preferences are actually quite similar between both markets. The only difference is sizing which needs to be adjusted up for Europe.
What goals do you have for the future?We are excited to continue developing innovative materials using the best cashmere.
Thank you Makiko for your time. I wish you continued success! More information and product images from Cashyage is available on their website and Facebook.
Where did you draw inspiration for a modern take on a traditional material like cashmere? For our first collection available in Europe our three lead designers (photo above) chose to use a museum as our concept. We studied the various motifs found in museums such as paintings and sculpture. We have a camo print sweater that upon closer examination shows famous sculptures such as the Venus de Milo, and the Thinker among others. We also collaborated with artist, Tadanori Yokoo, by using his art as a graphic print.
Who is your target customer and why do you believe your products appeal to him?We want to break the traditional view of cashmere as a luxury material for older generations. We therefore innovate with design and offer interesting textures which appeal to a younger consumer.
What differences have you observed between the eastern and western markets? Color, material, and design preferences are actually quite similar between both markets. The only difference is sizing which needs to be adjusted up for Europe.
What goals do you have for the future?We are excited to continue developing innovative materials using the best cashmere.
Thank you Makiko for your time. I wish you continued success! More information and product images from Cashyage is available on their website and Facebook.
Now I understand why designs change in such unexpected ways. The market target has to get freshened up.
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