Ecoluxury is rooted in our belief in making tomorrow better than today. 

At London W11, we connect with the conscious consumer… 

    • Cashmere garments made of reclaimed cashmere waste with five times less environmental impact than 100% virgin cashmere 

    • Designed to be beautiful beyond tomorrow and made to last, replacing throwaway culture with slow consumption

    • Ethically manufactured in Italy; valuing the minds and hands who make our garments, creating opportunities that sustain the artisanal craftsmanship in their province. 

    • Luxury items that reduce waste and are ethically made, minimising our impact on the planet while building mutual prosperous       partnerships with the artisans who make our garments.





Keeping valuable fibre in the economy and fighting waste is an imperative objective. On average some 15% of material is discarded at each stage of the production cycle. Precious waste that wants to re-enter the economy. 

Garments made of recycled cashmere yarn preserve this natural resource, save large amounts of water in contrast to 100% virgin fibre yarns; making it the most sustainable cashmere knitwear production process and closing the loop. 




Slowing down the pace of consumption begins with design.  London W11 is from the start a slow fashion brand. We have broken with 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: That it be thought through, with timeless modern garments, made to wear diversely – seamlessly integrate into the modern woman’s lifestyle, today and the future. 




To guarantee heirloom quality cashmere yarn, we blend a minimum of 80% recycled fibre with up to 20% grade A virgin cashmere fibre to balance the reclaimed fibre. Using non-toxic, environmentally friendly dyes, only the virgin fibre part is dyed to blend in with the shade of the reclaimed fibre. The water used during this process is cleaned and returned to nature.

Our recycled cashmere yarn is certified by “Cardato Recycled Made in Prato” verifying its origin, be made with at least 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. 


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 80% regenerated cashmere fibre, a maximum of 20% 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.


We are fully committed to transparency. Offering trace-ability from material to manufactured garment as well a cost breakdown of the items we create. We invite you to have a peek into the back scene, share our stories with you. We believe that this is the only way to create honest luxury cashmere knitwear.