Cashmere, often hailed as the epitome of quiet luxury, has long been synonymous with comfort, elegance, and exclusivity. Its soft texture and warmth make it a favorite among luxury aficionados. However, beneath its plush exterior lies a troubling reality for the environment and the workers who produce it.

The Environmental Toll of Traditional Cashmere

1. Cashmere goats can destroy the land, especially if over-grazed.
• Cashmere goats consume more than 10 percent of their body weight daily in roughage.
• Goats eat a wider range of plant species than sheep. Because they forage more aggressively and tend to consume the whole plant down to the root, they destroy plants.
• Their hooves pierce the soil, damaging topsoil and grass root systems, preventing grass from re-growing.
• Many of China and Mongolia's rich grassland regions, with the most cashmere production, have been subject to desertification. This has led to increasingly severe and frequent dust storms in China that travel around the world. The United Nations Development Program found that 90% of Mongolia is a fragile dryland under increasing threat of desertification.
2. Manure and enteric fermentation (livestock belching and passing gas) account for significant global methane and greenhouse gas emissions and can contribute to climate change.
3. Excessive amounts of manure and other toxins entering the ground can degrade soil quality and contaminate waterways, contributing to problems like eutrophication.

This New York Times article pointed out that the high demand for cashmere has exacerbated these issues. The environmental strain intensifies as more goats are bred to meet global market needs. The land becomes barren, and the delicate balance of local ecosystems is disrupted. This situation is unsustainable and detrimental to our planet's health.

The Human Cost of Cashmere Production

Beyond environmental concerns, cashmere production also carries a significant human cost. Workers involved in the production process often endure harsh conditions for minimal pay. The labor-intensive nature of cashmere harvesting involves combing the goats by hand, which is physically demanding and time-consuming. Additionally, many workers lack access to fair wages and safe working conditions.

Involves significant animal welfare concerns

Despite the ethics-washed marketing, cashmere combing is often utterly cruel. Cashmere product marketing claims goats are gently 'combed' for their fleece. This process is made out to be painless and even pleasant. In reality, sharp metal-toothed combs rip through the fleeces of goats tied down and unable to move. Investigations have shown goats screaming in pain during this process. Four goats must be combed for one sweater.

Often unmentioned, cashmere is a slaughter industry. As with wool, goats are killed when they no longer produce high-quality hair. Goats have little fat on their bodies, and if their protective coats are shorn in midwinter before natural molting, the vulnerable animals can die of cold stress.

Reports suggest that fashion's rising demand for cashmere, resulting in more land being used and exploited for commercial grazing, is directly linked to the decline of six endangered species of large mammals. Ecosystem degradation linked to cashmere production negatively impacts species such as the snow leopard, the Bactrian camel, the wild yak, and the saiga antelope.

Studies consistently show that the rise in demand for cashmere in the West is tied to rising climactic temperatures, land degradation, a cashmere-debt cycle, and poorer social outcomes for people in the industry.

Violence and destruction are not luxurious. Luckily, thanks to material innovation, luscious, ethical materials are available today. 

CleanBamboo® PLNTcashmere™: The Next-Gen Positive Luxury

At ettitude, we believe in redefining luxury by prioritizing performance, sustainability, and ethical practices. Our next-gen PLNTcashmere™ is designed to offer the same sumptuous feel of traditional cashmere without the associated environmental and ethical drawbacks. It is silky, soft, warm, and feels good against the skin. It is hyperallergic, hand washable, durable, and long-lasting.

PLNTcashmere™ is made from our innovative, plant-based CleanBamboo® fibers that mimic the softness and warmth of traditional cashmere. By utilizing renewable resources, we drastically reduce our products' ecological footprint.

Third-party life cycle analysis shows that compared to Italian cashmere, ettitude PLNTcashmere™ saves 80% wastewater and emits 82% less CO2.

This revolutionary material preserves the luxury experience and supports the health of our planet. Backed by regenerative plant science and proven health benefits, these next-generation luxury textiles revitalize and uplift people and the planet. 

Why PLNTcashmere™ Is the Answer

• Eco-Friendly Production: PLNTcashmere™ is made from sustainable plant fibers, requiring significantly less water and land than traditional cashmere goats. This reduces the strain on our environment and helps combat desertification and climate change.
• Ethical Labor Practices: At ettitude, we are committed to fair labor practices. We have a 100% traceable supply chain that ensures workers are paid fair wages and work in safe conditions. By choosing PLNTcashmere™, you support a more ethical and humane industry.
• Uncompromised Luxury: PLNTcashmere™ offers the same luxurious experience as traditional cashmere. Its soft texture and insulating properties make it an ideal choice for those seeking comfort and elegance without compromising their values.
• Superior Performance: PLNTcashmere™ is hypoallergenic, temperature-regulating, and hand washable (whereas cashmere can only be dry cleaned). 

Embrace the Future of Luxury

To those who say, luxury has always been done this way, today’s the day to make positive change. 
The shift towards sustainable and ethical fashion is not just a trend; it is a necessity for the future of our planet and its inhabitants. By choosing PLNTcashmere™, you are making a conscious decision to support a more sustainable and equitable world. Let's redefine luxury together, embracing products that are kind to people and the planet.

Discover the future of luxury with ettitude's PLNTcashmere™ and awaken positive change today.