Stealthy cashmere marque Leret Leret talks new-generation business and latest Miami pop-up (#1687042)

In an era defined by quiet luxury, graphic-led cashmere marque Leret Leret – which opens its latest 2024 pop-up today in Miami – likes to stealthily stand apart.

Leret Leret produces some of the finest cashmere imaginable but eschews all logos and lettering. Its cool cardigans, sleek gilets and classy pullovers are made from the purest cashmere, and their keen fans maintain them with love. Each top comes with a special cashmere brush, the better to keep their knits in tip-top condition.
 
Very much a family-owned business, Leret was founded in 2019 by Andrea, Alesia and Edouard Leret, Franco-Venezuelan siblings. Their dream: a modern creative vision inspired by their multicultural heritage. The result: top-of-the-range cashmere knitwear – instantly recognizable by their original intarsia motifs, and rarefied craftsmanship. The style is playful, starring intarsia octopi, thistles, golf clubs, tennis rackets, vintage American cars and retro graphics. And worn by a cool community of chefs, actors and actors.

It’s a brand born when the trio’s long-time interest in Asia led an introduction to a cashmere producer in Mongolia.
 
“We saw the potential of intarsia on cashmere which is rare, and we fell in love with Mongolia,” explains Edouard, who happily accepts the etiquette ‘quiet luxury’.
 
“I would say so. We don’t use logos, and we never use words or any type of characters on our designs. In fact, we number our sweaters so everyone can interpret whatever they see. Having said that, quiet luxury is an energy. I think you can wear loud pieces and still give quiet luxury.” 
 
Designed in New York and manufactured in Mongolia, the collections are made from excellent fibers harvested in compliance with rigorous environmental standards, which the family have personally checked out.
 
“The last time we were there was right before the pandemic. Regulations where tough to enter Mongolia. We’re planning on making the trip every year, starting this May. We want to bring along a different artist in any medium to give back to the Mongolian community,” stresses Edouard.
 
Leret Leret now has its own herds of cashmere goats, guaranteeing animal-friendly breeding practices, to support traditional, ethical and sustainable craftsmanship. The resulting quality is remarkable, as one could feel at a recent showroom in their 7th arrondissement apartment in Paris.
 
Once a year, Leret Leret offers a limited ‘Edition’ of new models that sublimate the basics thanks to an oversized, deliberately gender-neutral cut. Each piece is made to last, to be worn and passed down from generation to generation.

The brand is very much new generation business model, a direct-to-consumer, using multiple pop-ups to reach fans and build momentum.

“We really enjoy the face to face with our customers. Cashmere is meant to be felt so pop-ups are important. We also offer custom embroidery at our events. The next one is in Miami, our last one of the year, December 17 and 18 at Mr. C Coconut Grove. We’re taking over their whole garden. It’s gonna be a banger!” he enthuses.
 
Both Andrea and Alesia attended Parsons, though Edouard is a self-described “theater kid”, who studied at Stella Adler, before completing a BA in business from Marymount Manhattan College. The family is mum about annual turnover, but in bricks-and-mortar terms, the brand is already stocked in over a dozen U.S. boutiques, ranging from Peri A. in Beverly Hills and Shop Fez in Mill Valley to Serenella in Nantucket and Lazy Point Variety in New York.
 
The trio are now building out the marque in Europe and Japan this winter, excited to enter new markets.
 
“Beyond the sweaters, we want to work with artists in all mediums. Support film, theater, culinary projects, architecture and more. We’re only getting started,” says Edouard.
 
In the end, the key to Leret Leret’s DNA is simple – working with family every day. And their next step is further product diversification.
 
“We do think it’s time we expand our product range. We’re exploring different materials. Not just cashmere. We’ve got a surprise coming next year. Stay tuned!”