We advocate slow fashion, where clothing is created with timeless design, high-quality craftsmanship and ethical production. We strongly believe that clothing that is loved and cared for lasts longer in our wardrobes.

When people wear it, they care for themselves but also for the society and the environment as a whole. Good Wool Story offers products of comfort and elegance that care for the planet and people by supporting projects that preserve the environment and empower the people at the very bottom of the supply chain.

Although cashmere is associated with luxury and elegance, its producers, goats, are not exactly graceful when it comes to the environment. The increasing global demand for the fiber adds fuel to the fire. Based on 2016 data, 65% of Mongolian rangeland is degraded and 7% of it has already desertified. A recent national study concluded that the carrying capacity of the pasture is greatly exceeded in many areas, and the overgrazing is a primary factor of rangeland degradation observed in Mongolia.