Luxury pricing can often feel mysterious.
A cashmere sweater may retail for €600 in one setting and €280 in another, despite appearing similar in weight and composition. The difference is not always visible in the fibre itself.
To understand why, it helps to look at how traditional luxury retail is structured.
The Traditional Retail Path
In a conventional model, a garment typically moves through several stages before reaching the customer:
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Manufacturer
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Brand
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Distributor or agent
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Retail store
Each stage adds a margin. This is standard practice in the fashion industry and has been for decades.
A simplified example might look like this:
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Production cost: €100
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Sold to brand at markup
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Sold to retailer at wholesale price
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Retailer applies final margin
By the time the garment reaches the shop floor, the retail price may be two to three times the original production cost.
That price supports:
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Retail rent and staffing
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Wholesale structures
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Seasonal sales cycles
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Marketing campaigns
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Inventory risk
None of this is inherently wrong. It is simply how traditional retail operates.
But it does mean that a higher price does not automatically indicate higher fibre quality.
What You Are Often Paying For
In luxury retail, pricing reflects more than materials and craftsmanship. It may also include:
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Store experience
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Location overhead
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Brand positioning
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Packaging
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Multi-layer distribution
These elements shape perception and experience. They are part of the ecosystem of traditional luxury.
However, they are separate from the intrinsic quality of the cashmere itself.
Grade A fibre remains Grade A fibre — whether sold through a flagship store or directly from a studio.
A Different Model
At Ekotree, we work differently.
We design, knit, mill and finish our pieces in our studio in Doolin, County Clare. We sell directly to our customers through our own channels.
There are no wholesale layers. No external distributors. No retail storefront overhead.
This changes the pricing structure.
The price reflects:
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Grade A Italian-spun cashmere
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Skilled knitting and finishing
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Responsible small-batch production
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Fair wages and sustainable processes
But it does not include traditional retail markups.
The intention is not to undercut the industry. It is to simplify it.
Smaller Scale, Greater Transparency
Operating on a smaller scale allows us to focus on consistency and longevity rather than seasonal volume.
We produce considered quantities.
We refine core designs.
We prioritise durability over trend cycles.
Without the pressure of retail markdown calendars, we can maintain steady pricing throughout the year. The emphasis is on long-term value rather than short-term promotion.
Price and Value Are Not the Same
A high price can signal exclusivity.
A thoughtful price can signal integrity.
When you purchase directly from the maker, you are investing in the material and the craftsmanship — not in the architecture of traditional retail.
For some customers, the retail environment is part of the luxury experience. For others, understanding exactly where their money goes is equally important.
There is room for both models.
At Ekotree, we have simply chosen the one that allows us to remain close to our craft — and close to our customers.
A More Considered Purchase
When evaluating luxury knitwear, it can be helpful to ask:
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What grade of fibre is being used?
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Where is the piece knit and finished?
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Who controls the production process?
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How many layers exist between maker and customer?
The answers to these questions often explain price differences more clearly than branding alone.
True value in cashmere lies in fibre quality, construction and longevity — not solely in its retail setting.
Understanding the structure behind pricing allows for more informed, confident buying.
And informed buying is, perhaps, the most modern form of luxury.
