Sustainable fashion: the finest wool in the world and why Erdos is the king of cashmere
- The world’s biggest cashmere producer Erdos has released five lines of clothing, directed by experienced European creative directors
- CEO Jane Wang talks about supermodel Liu Wen, sustainability and the pursuit of perfection
The scarf, prices for which start at HK$7,000 (US$900), is a personal passion – Wang is a Cambridge University engineering graduate who fully understands the technical issues involved – and on a broader level it is an illustration of the driving ambition, and meticulous planning, behind the Erdos cashmere brand.
“I believe firmly we will be the best cashmere brand in the world,” says Wang, who heads Erdos Resources, which has interests in mining and natural resources. It is also the world’s largest producer of cashmere, supplying raw materials to other luxury brands.”
“Already we position ourselves as the best in China, we have different brands, each with its own character, and different customers. Our key advantage is having the best cashmere quality, always reliable and guaranteed. We are one of the oldest fashion brands in China and now we have added new designs and creative directors and stylists and photographers; people are crazy about it.”
The attempt to move upscale has not been undertaken lightly, or inexpensively. The main sub-brands have European creative directors with distinguished resumes that feature names such as Prada, Chanel, Fendi and Pringle. They spend 10 days a month at Erdos’ headquarters in Beijing, helping to create collections that can compete with Loro Piana, Brunello Cucinelli and other high-end cashmere garment purveyors.
