London W11 circular cashmere is rooted in our belief in making tomorrow better than today.  We are committed to honesty and accountability—to a positive impact on the planet and its people—to its protection for today and the future.

Our sustainable principle is simple and quantitative: Make desirable new product from old unwanted product.  Each garment we produce reduces waste and minimises resource consumption. With each garment we create, the recycled amount of waste is quantified, identifying the limited use of new natural resources.

We strive to create desirable and enduring garments with the least impact on the environment. We are committed to circular yarns and to collecting and recycling old cashmere items into fine new circular yarn.

The passion for this challenge drives us to evolve from reducing our impact to making a positive impact - to become restorative and regenerative.



On average some 15% of material is discarded during the production cycle. End of cones, swatches and sample knitting make precious production waste that wants to re-enter the economy. Recycling this waste preserves natural resource, saves large amounts of water in contrast to 100% virgin fibre yarns; making it the most sustainable cashmere garment.

The production waste is collected from knit manufacturers across Italy and delivered to our partner mill in Prato, Tuscany, who recycles the material into new fine yarn. Our partner is specialized in processing cashmere and wool from both virgin and regenerated, both pre- and post consumer wool fibre. The mill is certified by TextileExchange with the Global Recycled Standard kite-mark, a global non-profit that works closely with their members to drive industry transformation into preferred fibre, integrity and standards and responsible supply networks. 




The relentless extraction of virgin materials is a large contributor to the global climate crisis. We are on a mission to search for materials that are discarded by others but to use to us. Our manufacturer has opened to us his corner storing discarded leftovers from trimmings which we repurpose in the design of our circular cashmere garments. 



Many wardrobe corners hide old and unwanted cashmere items—too used to be worn but too precious to be thrown away. Valuable but unused items made of fibre whose re-entry into the economy reduces the drain on new natural resources. But where to recycle?

We make recycling easy. We collect these items for free and send them to our partner mill in Italy who recycles them into new yarn for our production. Our ambition is to grow our recycling effort to self-sustain our production.


Slowing down the pace of consumption begins with design.

London W11 is from the start a slow fashion brand.  We broke away from the relentless cycle of design and production demanded by seasons.

We create cashmere garments that bridge luxury and craftsmanship, made with care and detail; with purpose to every piece to outlast trends for a maximum of longevity.

Our solution to a sustainable wardrobe: Thought through, timeless modern garments,  made to wear diversely – seamlessly integrate into the modern consumer’s lifestyle, today and the future.





Our recycled cashmere yarn is long lasting, fine and soft, providing the attributes to a material that is designed and made into enduring garments.  Its certification “Cardato Recycled Made in Prato” verifying its origin, be made with a minimum of 65% recycled material and having measured the environmental impact of its entire production cycle taking into account three aspects: water, energy and CO2 consumption levels. Further certificate by TextileExchange with the Global Recycled Standard kite-mark, a global non-profit that works closely with their members to drive industry transformation in preferred fibre, integrity and standards and responsible supply networks. 




It was a conscious decision to produce in Italy, searching for a manufacturer who shares our values as well has the artisan skills to manufacture our luxury garments.

EU regulations protect workers’ rights. Our manufacturer is family-run in the second generation and complies with the best practice principles set out in the SEDEX Members Ethical Trade Audit (SMETA).

We visit them, work with them on their premises, they consider their employees as part of their success and take pride in their training and each garment which leaves their premises - we learn from our partners and love every moment with them.

Reduction of our carbon footprint; the vicinity within Europe reduces the travel miles of our supply chain of yarn, components and manufactured garments. 


Minimising the environmental footprint with eco luxe gift wrapping


Our packaging is part of our mission to reduce our environmental footprint and to give valuable fibre a second life cycle. The tissue paper and the grey board base of the boxes are 100% recycled and FSC certified.

The natural kraft paper covering our gift boxes is 60% recycled but is 100% recyclable.

Our supplier has a SMETA 4-Pillar Audit and their warehouse is ISO9001, ISO14001, ISO22301 and ISO/IEC27001 accredited.

The ribbon is 100% from recycled plastic drinking bottles. Our supplier has full traceability of the process from bottle collection all the way through to woven ribbon and all sites of the value chain have the GRS accreditation which validates the process and also covers ethical practice.

5 times lower environmental impact

London W11 makes circular cashmere garments that are made from sustainable practices from the very moment of conception through delivery of the final garment.

Cashmere styles that are made from a minimum of 90% regenerated cashmere fibre, a maximum of 10% grade A virgin cashmere fibre assures heirloom quality.

Totalling a reduction of  74 per cent in water, 66 per cent in energy use and 78 per cent in carbon dioxide; a 5 times lower environmental impact then garments made from 100% virgin cashmere.

The virgin fibre is sourced from the mill's direct partnerships in Mongolia with their approved de-hairers; encouraging sustainable herding and grazing practices, promote high standards of animal welfare, and work to protect this traditional way of life within nomadic communities.