Naked Cashmere has launched a sister brand: Noname Is Needed.
“Naked is like going to the Met and Noname is definitely like going to MoMA,” said chief executive officer Patti Cazzato, deciphering the two.
In other words, Noname Is Needed is edgier, funkier.
While Naked Cashmere, the Southern California direct-to-consumer brand, has been offering minimal wardrobe staples in creams and muted tones, Noname Is Needed — with a mission to “design wearable art” — is a bright and colorful contrast. The new line is also unisex, whereas Naked Cashmere will continue to produce separate women and men’s collections. Together, both brands focus on utilizing quality cashmere, which the company sources in Mongolia and Italy, Cazzato said.
The executive, formerly the head of emerging businesses at Victoria’s Secret, joined Naked Cashmere in January 2023 with a clear vision for the brand, which was launched eight years ago by husband-and-wife team Bruce and Leslie Gifford. (Last year, Luxembourg-based buyout fund Legatus I acquired its parent company.)
Noname Is Needed
Courtesy of Noname Is Needed
“My number-one thing I did when I got here was really put together a brand book, because the company didn’t really talk about branding” Cazzato said. “When you put a brand book together, you really start talking about the essence of your brand and how it differentiates from the marketplace.”
Craftsmanship is a core pillar, she went on, of Naked Cashmere: “We use the finest yarns that are available, the highest grade. We also talk about the calm luxury space — so, creating with understated refinement and bringing in a little bit of nature. It’s a sensory experience. We say, ‘Naked as a second skin.’ Putting on your cashmere, it feels like a second skin, right?”
She looks to give Naked Cashmere a distinct DNA through product fit and details: “My ultimate vision is to have a brand where if you’re walking down the street, you would be like, ‘Oh my god, I love that sweater. That’s a Naked Cashmere sweater.’”
With Noname Is Needed, the goal is to share a message of self-expression. Available on its own site, nonameisneeded.com, the debut collection unveils a preppy and sporty, ’60s and ‘70s-inspired look that’s full of bold colors, stripes and polka dots. Sizes range between XXS and XL, with a price point that’s similar to Naked Cashmere’s ($250 for baby T and going up to $495 for a rugby polo, both made completely of cashmere).
Noname Is Needed
Courtesy of Noname Is Needed
Moving forward, Cazzato is investing in retail, she said. While Naked Cashmere has brick-and-mortar stores in Aspen, Colo., and Santa Monica, Calif. (opened last year), the brand’s e-commerce site provides 95 percent of business. She plans to open shop on the East Coast next, eyeing New York City.
Noname is Needed will show up differently, she continued. “It’s going to be a little more energetic.”
The new brand will be available at speciality stores, including The Red Balloon in Newport Beach, Calif.; Henry Lehr in East Hampton, N.Y., and Bocnyc in New York City, and at upcoming pop-ups globally.
“Eventually, we’re thinking about taking this to the marketplace at a wholesale level,” Cazzato added. “And omnichannel is the endgame for both brands. Let the customer buy where she or he wants to buy.”
