HuskyFox explores essential forms in LE CASHMERE’s sustainable identity

When LE CASHMERE came to Seoul-based HuskyFox with their brief, it wasn’t your typical fashion branding project. This Korean cashmere brand, part of heritage company Kolon, needed an identity that could articulate something much deeper than product features – their entire philosophy around sustainability, from the Mongolian grasslands where cashmere goats graze to the moment their garments touch your skin. The challenge wasn’t just about looking premium. LE CASHMERE operates differently – they collect only naturally shed fibres by hand-combing, maintain direct relationships with local herders without intermediaries, and plant 5,000 trees to help prevent desertification. They even use packaging made from recycled magazines. HuskyFox needed to balance this authentic approach with Kolon’s established heritage – a company founded in 1954 with 70 years of accumulated trust. “Considering both, we asked ourselves: what kind of ‘garment’ would best fit LE CASHMERE?” explains the HuskyFox team. “That question became the starting point for shaping its identity.” The answer came through stripping everything back to essentials. The brand’s philosophy, ‘FROM ESSENTIAL TO CONTINUE,’ suggests that focusing on what matters most leads to sustainability over time. HuskyFox translated this into two fundamental design elements: ovals and grids. The oval represents the coexistence of nature and humanity, plus the circulation of resources. The grid reveals structured systems and sustainable frameworks. These aren't just decorative flourishes – they’re the philosophical foundation for everything else. The wordmark emerges from this thinking, built around a custom-drawn ‘e’ constructed from ovals and grids rather than using an existing typeface. “The ‘e’ – built from ovals and grids – becomes the visual distillation of the brand philosophy,” they note. The team developed a unicase approach, starting with the ‘e’ proportions and building other letters around its geometry.