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Inner Down Brand TAION Launches Cashmere Knitwear in the 10,000-Yen Range!
Known for its inner down jackets, TAION is launching a new cashmere knitwear collection, Premium Cashmere, for this autumn/winter season.
TAION has built a strong following by delivering high-quality, high-performance down wear at accessible prices. For its next chapter, the brand chose cashmere—a luxury material often called the "jewel of textiles."
While this new direction might seem unexpected at first glance, it aligns perfectly with the brand's core ethos proven through its down products: delivering premium quality at a price anyone can afford.
We spoke with Hiroyuki Iezaki (Press) and Takayuki Kimura (PR) from TAION Co., Ltd. to learn more about the story behind Premium Cashmere and TAION's craft as it expands into new material territory.
Combining High Quality with Accessible Prices: The Foundation Built on Inner Down
When it launched in 2016, TAION was a brand dedicated exclusively to inner down wear. By offering top-tier down at an unbeatable value, it quickly gained popularity both in Japan and overseas. At the heart of the brand lies a philosophy that has remained unchanged since day one:"To deliver truly valuable items at a price accessible to everyone." By leveraging its unique production framework and corporate efforts, TAION brings items that are typically considered expensive down to market-friendly price points. Having proven this philosophy with down jackets, cashmere became the next material of choice for their challenge.
"Whether it's down or another material, our main focus is making something special feel natural in everyday life," says Kimura during our interview.
In searching for a winter centerpiece to follow down wear, arriving at cashmere—the epitome of luxury fabrics—was perhaps a natural step for TAION. After all, it is a prime example of a material whose value everyone recognizes, yet whose price tag makes people hesitate to wear it daily.
"Premium Cashmere" Realized Through Collaboration with a Cashmere Spinning Mill
In bringing their ambition for this new material to life, TAION's relationship with its production partner played a crucial role. This new line, named "Premium Cashmere," was made possible through a collaboration with a specialized cashmere spinning mill."I had known the head of the cashmere spinning mill for some time, but we hadn't been able to bring a collaboration to fruition," reveals Iezaki. "Once our company decided to pursue cashmere, we reached out again to embark on this project together."
As Iezaki explains, pairing the brand's drive for innovation with a capable manufacturing foundation accelerated the project rapidly. TAION's goal was not simply to make cheap cashmere products. It was to defy conventional pricing without compromising on quality—a tough challenge they took on alongside a trusted partner.
Crew Neck Sweaters at ¥14,960 (Tax Incl.): Making Cashmere Truly Accessible
The pricing for the resulting "Premium Cashmere" collection is bound to surprise the market. The basic crew neck sweater is priced at ¥14,960 including tax—a remarkably accessible price point considering market standards for cashmere sweaters.Iesaki confidently shares, "I think we've managed to achieve a price range that will genuinely shock people." This pricing strategy represents TAION's attempt to apply the philosophy it cultivated through down apparel to the new realm of cashmere.
"Of course, this isn't about making cheap, low-quality items. It's about using fine materials while keeping prices down as much as possible. I believe many of our customers recognize that this is where the true value of the TAION brand lies."
Just as Iesaki says, quality is the constant foundation of TAION's endeavors. Consumers trust that TAION will deliver reliable quality at affordable prices, and the brand is determined to live up to those expectations in the cashmere market as well.
12-Gauge Knit: Proposing "Cashmere for Everyday Wear"
The goal of "Premium Cashmere" is not to create "clothes for special occasions," but rather "cashmere for everyday wear." This philosophy is vividly reflected in the details of each garment.The knitwear uses a 12-gauge construction, offering a moderate thickness that easily pairs with a wide variety of styles. The crew neck features set-in sleeves with a natural shoulder drop, creating a relaxed aesthetic. Slits in the ribbed hem add a subtle design accent. Meanwhile, the knit pants—bringing sweatpants-level comfort to cashmere—feature a slightly relaxed silhouette that makes them perfect for casual, everyday use.
"Cashmere often carries a luxury image, but we want people to wear it often, not just on special occasions. We built the lineup so you can even wear matching sets as loungewear."
That is how Kimura proposes a fresh way to enjoy cashmere. Softness, lightness, and exceptional warmth—the brand's desire for customers to effortlessly enjoy these unique qualities of cashmere every day is woven into every detail of the design.
Strong Reception in European Markets for Design and Fit
This new venture is drawing significant attention not only in Japan, but also internationally. At an overseas exhibition held in January, the cashmere series booth attracted particularly large crowds. The European market, in particular, showed an exceptionally positive response."Out of Asia, the US, and Europe, the response has been strongest in Europe. The design and fit seem to perfectly align with local needs, and we've received many direct inquiries from individual customers asking where they can buy the items, without even going through distributors."
Sharing these insights, Kimura anticipates that this cashmere collection could generate an even bigger buzz across Europe. TAION's unique value proposition—the gap between premium quality and accessible pricing—clearly resonates with discerning European consumers. Having taken the world by storm with inner down jackets, their next move could very well establish a new global fashion standard.
TAION's "Premium Cashmere" collection will roll out sequentially: crew neck sweaters, high-neck full-zip sweaters, and full-zip hoodies are scheduled for release in early September, followed by pants and hybrid down-cashmere pieces in early October.
As the next big move following their inner down line, this collection holds the potential to become a new pillar for the brand. Built on the philosophy of delivering high quality at prices everyone can reach, TAION's entry into the cashmere market is sure to redefine another industry norm.
PROFILE
Hiroyuki Iesaki
In charge of press at TAION.
From formulating PR strategies and building media relations to creating and distributing press releases and planning and executing events and pop-up stores, he communicates the brand's worldview and appeal through a wide range of responsibilities.
PROFILE
Takayuki Kimura
In charge of PR at TAION.
Involved in PR operations aimed at expanding brand awareness, including public relations, media relations, sharing product and collection information, issuing press releases, and promoting events and pop-up stores.
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