CASH CA Mens Cashmere Collection
In 2010 the new CASH CA mens cashmere collection was launched to the Japanese market only and is available online.
This came out of a chance meeting of Craig Alexander and Influential Japanese streetwear designer Kazuki Kuraishi.
Craig Alexander: "In my opinion Japan is the most exciting place to be in terms of menswear at the moment and so we were really into the idea of establishing our mens cashmere collection here. I love the way cool young Japanese guys dress. There is a uniform, in a way, but crucially it is far from uniform if you know what I mean! They have a certain recognised way of putting pieces together (lots of layers, cropped trousers, big shoes, no socks, cool beanie) but every bloke has his own take on this. They each look for their own version of the perfect shoe, t shirt or accessory.'
‘They are very product aware and research the integrity of whatever brand or product they buy so that when they meet a kindred spirit there is an ‘unsaid’ mutual respect and recognition of the clothes each other is wearing.’
‘Kazuki to me epitomises this way of thinking and is indeed recognised as a leader in this area of design in Japan. We met in 2009 through various contacts as he had shown a real interest in CASH CA knitwear. It has proven to be a very easy collaboration. He is an expert in clothing and we are knitwear experts so we each create our own product area for the mens cashmere collection but it works because we both think in exactly the same way. It’s all about simple perfection and minimal embellishment but also lovely subtle, hidden detailing."
Kazuki Kuraishi: "I have been interested in CASH CA product for some time having found it in the best shops in Japan and also on my travels to the UK. I also liked Craig’s design work from his time at John Smedley when they produced some of the simplest and most beautiful knitwear. I feel very happy to have made this collaboration as I feel we work very well together. The input of Craig’s European design thinking and history is a really important element for the Japanese consumer. Similarly we know that the UK men’s consumer is very interested in Japanese made product and understands very well the quality level that is achieved in Japan so we are hopeful this complete mens cashmere collection can grow strongly in Europe as it has in Japan in the last 3 years."
In the 3 years since launch, the CASH CA mens cashmere collection has become very well established in Japan now selling into 60 of the most directional retailers and departments stores across the country. The mens cashmere collection is now becoming established in Hong Kong and China with a plan to open a CASH CA men’s flagship shop in Hong Kong in 2012.
AW2011 sees us doing a ‘coals to Newcastle’ and bringing the Japanese CASH CA mens cashmere range into the UK selling exclusively through influential London retailer Hideout.
To find out more about the CASH CA mens cashmere range please visit our Japanese site
www.cashca.jp
