So Good to Wear

Rebuilding a cashmere brand with a mission.

So Good To Wear makes cashmere clothing with a simple premise: it should look and feel good, and it should be made in a way that's good for animals, the environment, and the people behind it. It's a brand built on reconnecting with cashmere's origins. A slow, deliberate craft in Nepal, that fast fashion had quietly hollowed out. Treating ethical production as the standard, not the exception.

The challenge

When So Good To Wear came to us, the brand had a strong mission but no clear identity to carry it: resellers and customers weren't getting a consistent read on who the brand was or what it stood for. It needed a positioning and visual identity substantial enough to match the seriousness of its mission.

Working as part of a small, senior freelance team, alongside the former Creative Director of &C, a brand strategist, and a website developer, we rebuilt the brand from strategy up: positioning, visual identity, website, on- and offline rollout, and the brand photography and film that now carry the story. Every part of the identity was built to reflect the brand's core tension in a good way: soft, tactile, desirable cashmere, grounded in something more deliberate and considered underneath.