LONDON — The world of cashmere.

Extreme Cashmere, the Amsterdam-based cult brand, has taken over Ssōne’s store on London’s Chiltern Street, neighbors with Andre Balazs’ luxury hotel and restaurant, Chiltern Firehouse, fashion label Casely-Hayford, and newly opened lab-diamond brand Kimai.

Ssōne is a up to date women’s fashion apparel and lifestyle brand. The affluent street is the place for sustainable brands with a slow ethos.

Extreme Cashmere has taken full rein of Ssōne for 3 months until February —  turning it into a colourful world of luxurious cashmere with the mannequins completely covered within the fiber. Some even have cashmere braided hairstyles in burgundy red and mud, which resembles a sandy blond.

The brand experimented with Ssōne last yr by hosting an event at the shop with a mixture of other brands available for purchase. 

“We’ve had quite an enormous following in London and the U.K. already because we have now a healthy distribution with Selfridges, Harvey Nichols, Browns and Matchesfashion, so people know us,” said Nisse van Rossum, account manager at Extreme Cashmere.

“For us, it was form of just like the logical place to do a store takeover with a guerrilla pop-up element. We also specifically selected Chiltern Street since it’s a typical menswear area and in fact we wish to push our multigender collection, so we focused just a little bit more on that,” added van Rossum, explaining that Extreme Cashmere is planning on replicating the template in multiple places in the longer term.

The brand might be presenting its fall 2023 collection during Paris Fashion Week in the first arrondissement with a showroom called the “winter house,” which follows the brand’s house model of taking on spaces to showcase their collections.

“There might be couches and an enormous dinner table installation because we like to do our dinners,” said van Rossum, alluding to the brand’s tradition of inviting over a chef to organize dinner for clients.

In June, Extreme Cashmere underwent a digital transformation and relaunched its website with the aim to assist customers shop more efficiently. Full looks could be bought immediately without having so as to add multiple items to your basket as a part of the plan to introduce an occasions subcategory that can feature curated ensembles for various events.

“I call it a live magazine where you possibly can buy groceries,” said Saskia Dijkstra, the founding father of the brand, in an interview with WWD recently, adding that it’s concurrently a great tool to assist customers with cashmere conundrums resembling navigating the right way to wash their “machine-washable sweaters.”