21 October 2024 |
Meet the team behind the successful feel-good fashion brand.
extreme cashmere is one of those hyperaware fashion brands that just feels good to wear. Based in Amsterdam, it was founded in 2016 by industry veteran Saskia Dijkstra and holds global appeal—currently selling via e-commerce on the company’s website and at 350 stores worldwide—and yet, it remains its own perfectly protected ecosystem. That sort of intentionality comes from the top. Dijkstra founded the brand after working in cashmere production in China for 20-plus years for clients such as Jil Sander, Joseph, Banana Republic, and more. In 2016, she decided to create a cashmere label based on her uncompromising vision of what it could be—and invited her trusted Chinese co-workers along for the ride.
She launched extreme cashmere with a crewneck in an oversized shape and with a rounded hemline. Soon the line expanded to include sumptuous pants, sweaters, scarves, and cardigans in a spectrum of subtle to vibrant shades. The cozy, genderless, seasonless, unisize garments are intended to be all-inclusive. The company’s mantra is: “to make cashmere for everybody and every body; with no limits and no concessions, for all seasons and all occasions.”
An essential aspect of Dijkstra’s designs is to utilize very long fibers responsibly sourced from Mongolian goats and have those fibers knit as tightly as possible. It’s a chemical-free operation and the resulting products are offered in a variety of cashmere finishes. The brand’s signature emblem, a hand-embroidered flag detail stitched onto the sleeve of each garment, lets the wearer know of other possible colorways. Properly caring for your cashmere is a must. To underscore that point, each piece features an extremely large tag with detailed instructions in semiotics and the brand’s signature all-lowercase font. You can even get an in-person tutorial on the multistep process at the company’s headquarters in Amsterdam. (Dijkstra is emphatic on this point. Legend says she once ran into a stranger with a pilled sweater on the street. She made the person hand it over so she could take it home to clean it.)
In 2021, the brand’s HQ moved from a smallish townhouse flat into a stunning 17th-century mansion alongside the Herengracht canal. Once an all-girls school, it has since been refurbished into multiple offices where each department could decorate as they wished. Alluring pops of color are everywhere from the crimson dining room (where a communal lunch is served every day at 1 pm) to the plum-hued wall in the office that Dijkstra shares with her design director, Jules ten Velde, to the buckets of fresh flowers that adorn every office. Not only does her team vibe on a work level but also socially. They collectively host dinners for each other and friends—setting the tables, pouring the drinks, and imbibing with merriment. For these occasions, Dijkstra proudly shows off the local cuisine by inviting her chef-friends from her favorite local restaurants to prepare the meals. She’ll also bring them on the road whenever extreme cashmere shows outside Amsterdam, like at Paris Fashion Week.
Adorning the walls of the offices are street-style-esque campaigns from past seasons that were shot in New York, St. Moritz, and Seoul. The shoots were cast in real-time, and models were dressed by extreme cashmere’s brand director, Wies Verhoofstad, one of the company’s beloved chefs who cooks a mean lasagna.
The latest campaign, “Made in China,” is particularly important to Dijkstra and the team. It was shot in Hangzhou by Dan McMahon, where many of the extreme cashmere factories are located, and features many of Dijkstra’s Chinese friends and partners and some delightful local characters discovered by Verhoofstad. “It was about showing the connection of extreme cashmere with Hangzhou, but not necessarily about selling a product,” says Verhoofstad, who provided a selection of garments for the participants.
The idea was to make the “Made in China” models feel seen and appreciated—and it worked. After shaking off any initial trepidation, Verhoofstad reports that they gleefully posed for pictures and showed them to one another. The images recently made their debut at Shanghai Fashion Week at an extreme cashmere pop-up shop that was both immersive and celebratory—many guests took home a bubblegum pink “extreme cashmere x Made in China” tote.
Dijkstra wants the positive outcome of the “Made in China” campaign to have a ripple effect so people have a broader understanding and appreciation for the professionals that she works with. “When we started the brand, people would sometimes walk into the showroom in Paris and ask, ‘Where’s the production?’ And would I know where the conversation would go,” she says. “I’m very sensitive to people saying, ‘We’re not interested in the products of China.’ My reaction to that can be quite strong because it hurts. First of all, people don’t know what they’re talking about. And secondly, how can you say that if you’ve never been?”
Dijkstra wants to continue to get the word out, stating, “We are still very much under the radar.” The brand does not advertise and hired a PR agency only two years ago. Extreme cashmere experienced a boost during the pandemic when quiet luxury suddenly got very loud, thanks to a demand for chic loungewear. But overall the brand’s success can be attributed to social media and in-the-know shoppers. So what’s Dijkstra’s next targeted approach? “Billboards in L.A.,” she says with a twinkle in her eye. “That’s what I would love. One of our fantastic pictures up there [in the sky].”
extreme cashmere team members
Saskia Dijkstra
founder and owner
extreme cashmere was founded by saskia dijkstra in 2016. after working for twenty plus years for sweater manufacturers in hong kong, saskia dreamt of designing a cashmere sweater without concessions. no more exceptions to colour and design, no more sacrificing quality for the sake of price.
Judith Boswinkel
head of operations
judith has been with the brand since the very beginning. in the world of extreme cashmere, judith is the silent hero and the heart of the company.
Jules Ten Velde
designer
our talented designer jules has been with extreme cashmere for almost 7 years. he’s the creative force behind our editions and installations. in addition to his work at extreme cashmere, he launched his own line ‘jules ten velde’.
Wies Verhoofstad
brand director
wies joined the brand 7 years ago and is the mastermind behind all our branding and shoots. next to her great taste for visuals, she is also a very talented chef (@legumesaubeurre).
Nisse Van Rossum
sales
nisse is responsible for our global sales, managing over 300 stores worldwide together with the back office team. she is exceptional at forming connections and a determined force who never backs down from a challenge or goal.
Kate Lai
head of production and development
kate has been working for over 20 years with saskia, and now runs our production and development from hong kong. she has an exceptional eye for quality and knows exactly when she has the best in her hands.
Nicole Ye
senior merchandiser
nicole has been working with kate for nearly 20 years, and together they are an inseparable duo. as a merchandiser, nicole is extremely well-organized and always has the answers, typically within minutes.
