{"id":461338,"date":"2026-04-20T16:00:00","date_gmt":"2026-04-20T15:00:00","guid":{"rendered":"https:\/\/www.drapersonline.com\/?p=461338"},"modified":"2026-04-20T16:51:27","modified_gmt":"2026-04-20T15:51:27","slug":"founders-diary-how-salts-cashmere-cuts-through-the-crowded-new-brand-market","status":"publish","type":"post","link":"https:\/\/www.drapersonline.com\/insight\/analysis\/founders-diary-how-salts-cashmere-cuts-through-the-crowded-new-brand-market","title":{"rendered":"Founders’ Diary: How Salts Cashmere cuts through the crowded new-brand market"},"content":{"rendered":"

Salts Cashmere launched in September 2025, offering colourful\u00a0knits made using cashmere and cashmere blends.<\/p>\n

The brand was launched by Ilkley based manufacturer Northern Apparel, which employs eight people.<\/span><\/span><\/p>\n

Martin Parker joined forces with Austen Pickles, CEO of Northern Apparel after it acquired his cashmere brand Cut&Pin in 2024.<\/p>\n

Parker joined the team the same year as the head of a subsection of brands that also includes Cut&Pin and menswear label Subtract, before embarking on 10 months of product and brand development for Salts.<\/p>\n

Parker has had his hand in the cashmere business for a while. He operated Cut&Pin from 2020 to 2024, and served as head of design at men’s and women’s wear brand Pure Collection for seven years (2013-20).<\/span><\/p>\n

Prior to that, he\u00a0was a senior womenswear designer at\u00a0<\/span>Marks & Spencer (2005-07) and at Debenhams (2007-13).<\/span>\u00a0<\/span><\/p>\n

Along with his cashmere\u00a0expertise,\u00a0Parker also\u00a0brings his long-time supplier\u00a0to\u00a0Salts\u00a0\u2013\u00a0a family-run\u00a0factory\u00a0based in\u00a0Inner Mongolia, which\u00a0he\u00a0has a\u00a013-year\u00a0relationship with.<\/span>\u00a0<\/span><\/p>\n

The factory processes wool\u00a0sustainably\u00a0from\u00a0white\u00a0Hanshan\u00a0goats,\u00a0a breed known for producing exceptionally long fibres.\u00a0Local\u00a0herdsmen\u00a0collect it\u00a0as the weather warms up and\u00a0the goat’s\u00a0coat begins to shed,\u00a0<\/span>while the factory implements controlled grazing to protect the grasslands.<\/span>\u00a0<\/span><\/p>\n

Salts Cashmere is currently stocked at John Lewis, Wolf & Badger, and through its own website. Prices range from \u00a380 for a collared tank top\u00a0to \u00a3400 for a rib cardigan; its products are offered in 100% cashmere, recycled cashmere, and cashmere blends. The brand is forecasting sales of \u00a3150,000 in the 2026 calendar year.<\/span><\/p>\n

Martin Parker tells Drapers about cashmere, complacency and cutting through the noise.<\/span><\/p>\n

\"\"<\/p>\n

What does a typical\u00a0work day\u00a0look like?\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

It varies a lot as\u00a0we\u2019re\u00a0still very much\u00a0operating\u00a0like a start-up, so our small team handles everything from designing and developing the collection and liaising with the factory to art directing shoots, managing organic social media, marketing campaigns, fulfilling orders and handling the day-to-day admin and finance.<\/span>\u00a0<\/span><\/p>\n

Describe Salts in one sentence<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

\u201cCashmere with personality.\u201d<\/span>\u00a0<\/span><\/p>\n

How will you grow the brand this year?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

Organically. Salts is my baby but remains a small part of a well-funded business and so we can enjoy being able to build brand awareness through word of mouth and targeted email campaigns, not expensive Google ads or by paying influencers. Our product is beautiful and produced in very small batches so feels extra special and we have a very loyal customer base already.<\/span>\u00a0<\/span><\/p>\n

Which learnings have you taken from your time in the industry?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

Never rest on your laurels. Complacency is the kiss of death. And my business partner Austen\u2019s mantra is \u201cWork hard and be nice to people\u201d.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

What is the best-selling product at Salts?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

Our Lofty knit cashmere sweater (\u00a3235) has performed strongly, particularly in solid colours and stripes, alongside our textured knit tank top (\u00a375), which has become a customer favourite.<\/span>\u00a0<\/span><\/p>\n

Who in the fashion industry inspires you?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

So many people have\u00a0inspired\u00a0me for\u00a0different reasons, but\u00a0I\u2019ve\u00a0always admired Phoebe Philo and followed her since her days at Chlo\u00e9. She created a design language that feels uniquely hers yet completely\u00a0timeless. I still look back at her collections from\u00a0Celine\u00a0and they\u00a0remain\u00a0incredibly relevant today.<\/span>\u00a0<\/span><\/p>\n

What’s\u00a0the best piece of advice\u00a0you’ve\u00a0been given?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

\u201cYou\u2019re only as good as your last meeting.\u201d I guess it relates to what I said earlier, but so true and has been a good grounder in my career. Another great piece of advice in life and specifically our industry has to be \u201cto avoid seasickness, keep your eyes on the horizon\u201d.<\/span>\u00a0<\/span><\/p>\n

What are the biggest challenges for a young brand in the current market?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

One of the biggest challenges for a young brand today is getting noticed. Customers are constantly bombarded with new and established brands, so cutting through the noise is harder than ever. We believe having authenticity, a strong product and a compelling brand story is key.<\/span><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Salts Cashmere launched in September 2025, offering colourful\u00a0knits made using cashmere and cashmere blends. The brand was launched by Ilkley based manufacturer Northern Apparel, which employs eight people. Martin Parker joined forces with Austen Pickles, CEO of Northern Apparel after it acquired his cashmere brand Cut&Pin in 2024. Parker joined the team the same year …<\/p>\n","protected":false},"author":131614,"featured_media":461708,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"ep_exclude_from_search":false,"footnotes":""},"categories":[972,76780],"tags":[],"class_list":["post-461338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-subscriber-only-content","editorial-menswear","editorial-womenswear"],"yoast_head":"\nFounders' Diary: How Salts Cashmere cuts through the crowded new-brand market<\/title>\n<meta name=\"description\" content=\"Salts Cashmere co-founder Martin Parker\u00a0talks about\u00a0bringing character to cashmere and growing the newly launched brand organically.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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