Stories

When founder Changyu Feng, at the age of 35, carried new life within her, she often experienced skin discomfort caused by hormonal changes. Yet she discovered something unexpected: whenever she wore garments made of pure cashmere, the itching and irritation disappeared. Cashmere’s natural softness and flexibility also allowed her to continue wearing the same pieces comfortably, even as her body changed.

Many women around her, however, were not so fortunate. They struggled with sensitive skin and the constant need to buy new clothing during pregnancy-while the high price of cashmere on the market kept it out of reach for most. Changyu wished deeply that more people could experience the comfort and healing power of this natural fiber. Driven by this vision, she began to find out why cashmere is so expensive.

Her search for answers took her all the way to Inner Mongolia, the birthplace of the world’s finest cashmere. She traced every step of the process —from raw fibers to finished garments—and studied the global market for quality and supply. Over time, she personally visited more than 200 factories, seeking truly exceptional raw materials: natural, authentic, and fairly priced.

But this journey was not only about textiles. Along the way, the anxieties she had carried from her career, the uncertainty about the future, and the noise of outside expectations began to fall away. What emerged instead was a rediscovery of self-belief, courage, authenticity, and vitality. In that process, Changyu also found her mission: to replace fear with love, and to honor life in its purest form.