God’s True Cashmere Expands Offer, Lands at Le Bon Marché
SOFTLY DOES IT: God’s True Cashmere is all about slow fashion. The Los Angeles-based casual luxury brand, launched in 2019 by Brad Pitt and energy healer Sat Hari Khalsa, is gradually growing its proposition, and its footprint. “We keep expanding, but step by step,” Khalsa said at the brand’s Paris presentation.
The brand has garnered a cult following for its 100 percent cashmere shirts with buttons made from healing stones placed to align with the chakras. God’s True Cashmere is available in only a handful of doors worldwide — around 30 — and according to Khalsa, its $2,000-plus shirts never go on sale.
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In late February, the label opened a pop-up at Le Bon Marché, its first retailer in France. The installation is on the store’s second floor, near Sarah Andelman’s buzzy pop-up bookshop exhibit. The brand is hoping to prolong its collaboration with the retailer after the animation closes in April.
Initially created because Khalsa could not find a super-soft green shirt her friend Pitt had requested as a gift, God’s True Cashmere is also expanding beyond its core offer of shirts. New for fall were the label’s first outerwear pieces as well as a selection of loungewear and T-shirts.
A fluffy fur-like bomber jacket was made from cashmere with a contrast lining and featured a single Carnelian — a new stone for the season — inside alongside a patch featuring a mantra. There was also a waterproof transitional jacket lined with cashmere, its outer made from recycled nylon, and a loungewear ensemble with brass-backed lapis lazuli buttons.
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