Extreme Cashmere opens store in Shanghai

Amsterdam-based cashmere label Extreme Cashmere is opening a store on October 11 at 63 Wukang Road in Shanghai. This marks the brand's first store in the Chinese city.

The opening holds personal significance for founder Saskia Dijkstra. She first travelled to Hangzhou in 1994. The contacts she made there remain a crucial part of Extreme Cashmere, which collaborates with manufacturers in China. The company told FashionUnited: “The opening therefore feels more like a homecoming than a classic market launch.”

Six metres to the first garment

The Shanghai store's layout aligns with the branches Extreme Cashmere opened last year in Amsterdam and New York. Here too, visitors do not immediately see clothing upon entry. From the entrance, they walk approximately six metres into the space before the first garment comes into view.

The store design focuses on different spaces and moments. There is a glossy brown laundry room where customers can have their cashmere washed. The fitting room is designed as a soft pink boudoir. Plastered portals connect the various spaces, and a courtyard runs the length of the store. It features a glossy blue fibreglass-reinforced plastic structure.

Extreme Cashmere works with a continuous collection that is not tied to seasons or trends. The assortment includes cashmere jumpers and cardigans, as well as trousers, dresses, accessories and homeware.