Not Yet in Japan: NY-Based Cashmere Brand LERET LERET Crafts Timeless Sweaters

A sweater is a garment that envelops us in warmth and memory, connecting people and cultures.

New York-based cashmere brand LERET LERET was founded in 2019 to rediscover the essence of the sweater, weaving rarity, intimacy, and narrative into its very fabric.

The story of its inevitable creation, as told by co-founding siblings Edouard, Andrea, and Alesia, quietly illuminates the brand's future, like a resounding echo.

A World Born from the Resonating Name 'Leret Leret'

"The birth of the brand wasn't a choice, but rather an inevitability."

So say the Leret siblings: Edouard, Andrea, and Alesia. The luxury label was born from a singular vision: to craft universally appealing designs that transcend seasons and trends, remaining timeless. The dialogue woven between their three distinct creative voices forms the very core of the brand.

Growing up between Paris, Caracas, and New York, art, stories, and clothing were a constant presence in their lives. Sweaters, in particular, held a special place, weaving together warmth, memory, and identity. Starting to sketch them, they say, "wasn't a business decision, but simply a natural extension of our lives."

The brand name, 'Leret Leret,' a repetition of their surname, carries a meaning that goes beyond a simple label. This refrain, like an echo, is rooted in their heritage yet signifies an openness, free from all preconceptions. It hints at something that expands beyond them and into the world.

As they explain, "When we see the name spreading across the world, living among strangers and in new places, we realize it already belongs to everyone. That distance gives us a sense of humility and liberation." In this way, the name itself reflects the brand's philosophy.

At the brand's core lies a collaboration that unites the distinct beauty of Mongolian cashmere and Portuguese cotton, a commitment to timeless design, and a foundation of sustainable values.

The 'Blank Space' (Yohaku) Design Philosophy: A Blend of Sincerity and Playfulness

For the Leret siblings, the concept of 'beauty' lies not in perfect symmetry, but in the balance between sincerity and playfulness.

Their philosophy—"A sweater doesn't need to shout. It's important that it simply feels alive on the body"—is deeply reflected in their designs. For them, a sweater isn't meant to make a statement, but rather to be a canvas with enough 'blank space' to embrace the wearer's individuality.

They find themselves drawn to shapes that are direct yet slightly askew, colors that are familiar yet strangely captivating, and motifs that encourage personal interpretation rather than imposing a single meaning.

The result is a design that is simple yet intentionally leaves 'blank space,' creating a canvas for the wearer to project their own identity and memories. This approach embodies the three pillars at the brand's core: rarity, intimacy, and narrative.

At the heart of the brand's story is the classic cashmere crewneck sweater, reimagined with a relaxed fit, a fluid cut, and endless layering potential.

With each limited-edition sweater release, LERET LERET explores new expressions of this core vision, designing pieces meant to be cherished and passed down through generations. From this foundation, they expand their craft into new forms and materials, creating essential items that embody the same timeless spirit.

Limited Production as an Ethical Statement

LERET LERET eschews mass production and endless supply, finding value instead in the meaning held by each individual sweater. Producing each edition in limited, numbered runs is a clear expression of the brand's philosophy: a rejection of disposability in favor of fostering a lasting connection between the product and its wearer.

This limited production is not merely a sales strategy; it is an ethical stance against overproduction and waste. They collaborate with top-tier partners around the globe, sourcing exceptional materials to bring their vision to life.

Every component of their products reflects a commitment to ethical production and unparalleled quality, resulting in the creation of 'treasures' designed to endure through time. Their collaboration with artisans in Mongolia and Portugal, in particular, is an essential element, rooted in a shared respect for craftsmanship and the people behind it.

In the creative journey from an idea to a finished product, intuition often takes precedence over logic. "Some sweaters look perfect on paper but just don’t ‘feel’ right in person. On the other hand, there are times when our intuition says yes even if our reason says no. We trust that gut feeling," the Leret siblings explain.

This knack for knowing when to stick to the plan and when to let go, honed by experience, and their practice of treating even failures as lessons, is the bedrock of their one-of-a-kind creative process.

Beyond Apparel: Becoming a Cultural Companion

Keeping a brand afloat is a constant trial, and the pressure to expand can sometimes lure them into choices that stray from their core mission. But they came to a realization: "Growing doesn’t mean you have to abandon why you started." Their touchstone, the one they always come back to, is their initial goal: "to make something rare, playful, and personal." It’s this return to their origins that always guides them and sustains the brand.

LERET LERET aspires to be more than just an apparel brand. "If a sweater can make someone remember a place, a song, or a person, it has already served its purpose. We want to inspire people to see things not as disposable goods, but as companions." This vision comes to life as they weave a unique story into every single sweater.

Imbued with warmth and memories, LERET LERET’s sweaters continue to weave tales that transcend generations and borders. Their short-term goals include expanding their flagship store, launching in Europe, and nurturing each edition like a cultural diary.

Looking toward the brand's future, they hold a special interest in Japan.

"Japan is always on our minds. It's a country whose culture has a deep respect for craftsmanship, ritual, and rarity," they share. They voice a profound connection with the Japanese market, explaining that launching there wouldn't just be about selling products, but "would be a dialogue with an audience that already gets our philosophy."

Each LERET LERET piece, marked by the hands that made it, will surely continue to be a quiet companion to someone's memories, carrying its story forward.