THE SCEPTICAL SHOPPER: CASHMERE

Can a cardie made of goat-coat really be worth £700? Our undercover expert unravels the truth

From INTELLIGENT LIFE Magazine, Winter 2009

How can pure cashmere sweaters cost £500 on Bond Street but less than £50 at Marks & Spencer? The short answer is China. The long answer is that a label saying “100% cashmere” tells only 50% of the story.

Cashmere is the downy undercoat grown by goats in extreme cold. The great majority of the world’s cashmere comes from Inner Mongolia (an autonomous region of China) and Mongolia (aka Outer Mongolia), where 40m goats contend with temperatures below -30°C. In the spring, as they start to moult, the goats are combed to remove their fine underhair while leaving the outercoat (guard hair) intact. The combings are then washed and “dehaired” of any stray guard hair, so that what is left is pure cashmere.

Pure is not an absolute term. The finest cashmere consists only of the whitest, longest, thinnest hair from the underfleece, whereas lower-quality cashmere may be either the shorter, coarser hair from the undercoat–typically from the rear end of the animal rather than its belly–or, more dubiously, shorter hair that has either not been properly dehaired or, worse still, blended with yak or rabbit hair. When the best white (dehaired) cashmere costs $75 per kilo and one sweater requires at least 200g of fibre, the motive for mass-producers to use cheaper stuff becomes clear.

Cheap cashmere is a 21st-century phenomenon. As recently as the 1990s, China and Mongolia were exporting more raw material than finished garments. The cream of the crop went to Scotland and Italy to be spun, dyed and knitted. The costs and expertise involved made it a luxury product, though styles were mostly plain and came in colours–navy blue, bottle green–as staid as the plaid they were meant to be worn with.

Two things shook cashmere out of its heritage niche. In the mid-1990s young designers such as Clements Ribeiro put creative cashmere on the catwalk, while stalwarts like Pringle and Ballantyne broadened their ranges beyond the Argyle pattern that had made them famous in the era of Edward and Mrs Simpson. More significantly, China began to manufacture cashmere in vast volumes; when European Union import quotas were relaxed in 2005, cashmere poured onto British high streets at unheard-of prices.

Today Asda sells men’s “pure cashmere” V-necks for £17.50. M&S’s basics now cost £49.50. How do they do it? By mass production–M&S cashmere is made by the Chinese cashmere giant King Deer, which can process 400,000 units at a time–and by cutting corners. The fibre has a hair length of 28-30mm (premium is 36mm-plus) and it is knitted lightly. So the customer gets inferior material, and less of it. 

Yet even cheap cashmere can feel lovely. It’s hard to know, as you queue at the till, whether your bargain will pill or sag within days. (Pilling afflicts expensive cashmere too, though it should stop after the first wash.) But there are subtle signs of quality, and once you’ve got your eye in, much of the cheaper cashmere on the market starts to seem a false economy. 

Look for tension in the knitting: stretch a section and it should ping back into shape. Hold it up to the light and you shouldn’t see much sky: paradoxically, the best cashmere, though made from the finest hair, has a density to it. Examine its surface: fluffiness suggests the yarn was spun from shorter, weaker fibres and will pill. Be sceptical about softness, too. Over-milling can make a garment too soft and silky, and therefore prone to bobbling and losing its shape. More expensive cashmere may be harder to handle in the shop, but will ease up with wear and hand-washing. The best cashmere actually improves with age–so long as the moths don’t get to it.

Another pointer to authenticity is candour. Pure Collection reveals the specification of its cashmere on its website: “Inner Mongolian White for White, 36-38mm, maximum 15.5 micron”. That’s just about the whitest, longest, thinnest goat hair available. Brora says it uses only the “longer fibres”. At the luxury end, Brunello Cucinelli makes the startling claim that “only the fur in a very limited area of the animal’s throat is used”, while Loro Piana’s “baby cashmere” is made of kid-hair with a diameter of just 13-13.5micron. M&S failed to respond to my questions about the provenance of its cashmere.

Brora and Pure Collection (whose founders own N Peal) score on sustainability, too. Cashmere is a renewable–it grows every winter—but the goats are not  exactly eco-warriors. The trouble is they don’t nibble grass, but yank it up by the root. With no vegetation to pin it down, the topsoil blows away, grasslands turn to desert and duststorms choke Beijing. For cashmere to be sustainable, the goats must be farmed in enclosures and given extra feed so they don’t nuke the grass.

The recession has driven down prices in Europe, but it is hard to see them staying so low. Meanwhile, mid-priced cashmere looks good value. Pure Collection has basics from £89. Brora costs more (from £169 for a V-neck) because it is made in Scotland, and Scottish cashmere has long been considered the best—but Chinese knitting machines can now deliver on sophistication as well as price. Consequently, Pure Collection and N Peal run a vertical operation in Inner Mongolia where quality can be controlled “from goat to garment”.

If money were no object, and greed no sin, I’d stack my shelves with Brunello Cucinelli, not so much for the throat of the goat but the perfection of the knitting. And if money were tight, I’d settle for Uniqlo, where a well-cut crewneck costs £59.99 and seems promisingly unfluffy to touch.

What I’d find hard to contemplate is wearing anything else. Cashmere is so soft, light and warm that it makes even merino, the king of lambswool, feel a bit like a school jumper.

BRORA “CONTEMPORARY” CARDIGAN
Brora excels at colour. As many as six or seven different shades are spun into its yarn, resulting in colours that are deep, subtle and kind to skintones. The berry colour of this cardigan (top, left) sets off its mirrored buttons. £189.

N PEAL CABLE CARDIGAN
This chunky but intricate cardigan (top, right) is from N Peal’s contemporary line, designed by Sara and Amiee Berman. It’s hand-knitted on manual machines from 12-ply cashmere, so is duvet-warm as well as stylish. The buttons are horn. £695.

UNIQLO CREWNECK
Its mid-grey marl has class way beyond its price, with a flattering, lower-than-standard neckline, and a substantial knit. Uniqlo’s range by Jil Sander mixes cashmere with 8% polyamide, but this is the one for purists. From £49.99.

BRUNELLO CUCINELLI ROUNDNECK JUMPER
A classic, perfectly executed and given a gentle twist with two details: a thin line of contrast grey at the nape of the neck, and elbow patches in suede so buttery you may well sigh when you touch them (bottom). The cashmere feels impeccable, as you’d hope at the eye-watering price. £495.

PURE COLLECTION ROUNDNECK CARDIGAN
High quality, classic styles and keen prices have made Pure Collection Britain’s leading online cashmere specialist, offering efficient mail order with a human voice. Their cardigan’s tubular hem means it sits flat on the hip; and the Heather Rhubarb marl is good enough to be a Brora colour. £109.

MARKS & SPENCER AUTOGRAPH HOODIE
Although M&S’s cashmere perennials are a bit mumsy in both cut and colour, its one-offs can hit the spot. Their light-camel hoody (middle) is snug, not skimpy, with a deep welt that keeps it sitting firmly on the bum, and nice detailing around the zip. It’s just a pity the square pockets aren’t a more ergonomic pouch for cold hands. £125.

This is part of our Sceptical Shopper series, in which undercover experts give impartial advice on how and where to find the best buys. Past articles dealt with buying a sofa and men's trainers

Photographs Neil Mersh
Stylist Sally Conran

Mannequins from Caravan