“Direct-to-consumer” has become a familiar phrase in fashion. It suggests fewer middlemen, fairer pricing and a closer connection between brand and buyer.
But not all direct-to-consumer models are the same.
Many modern brands operate without physical retail stores, yet their production is still outsourced across multiple factories and suppliers. The design may happen in one country, the knitting in another, and the finishing somewhere else again. While the product reaches you through a website rather than a shop floor, the structure behind it can still be layered.
At Ekotree, our approach is different.
Designer, Maker and Manufacturer
We design our pieces.
We knit them.
We mill and finish them.
All in our studio in Doolin, County Clare.
Being both the creator and the seller means we oversee every stage of the process — from selecting Grade A Italian-spun cashmere yarn to the final finishing touch. There is no separation between design intention and production reality.
When you purchase from Ekotree, you are buying directly from the people who made your piece.
That connection changes things.
Control Over Quality
Cashmere quality is shaped long before a garment reaches the customer.
It begins with fibre selection — longer, stronger Grade A fibres that create softness without fragility. It continues through spinning, knitting tension, washing, milling and final finishing. Small adjustments in any of these stages affect how the piece feels, drapes and lasts.
Because we work in small batches and manage production ourselves, we can:
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Maintain consistent knitting standards
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Avoid overproduction
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Refine construction details
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Ensure seamless pieces are truly seamless
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Finish garments with care rather than speed
This level of oversight is difficult to achieve in a dispersed production chain.
A Different Pricing Structure
Traditional retail pricing includes several layers:
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Wholesale margins
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Retail store overheads
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Distribution costs
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Seasonal discounting structures
These layers can double — sometimes triple — the original production cost before a garment reaches the customer.
By selling directly, we remove those additional steps. The pricing reflects:
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The quality of the yarn
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The craftsmanship involved
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The cost of responsible production
But not external retail markups.
This is not about making cashmere “cheap.” It is about pricing it honestly.
Smaller Runs, Greater Intent
Operating as both maker and seller also allows us to produce thoughtfully.
We are not driven by seasonal volume targets or wholesale calendars. Instead, we focus on:
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Timeless designs
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Practical, wearable pieces
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Consistent core styles
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Longevity over trends
Many of our most popular pieces remain unchanged year after year. A seamless poncho, a travel wrap, a cashmere hot water bottle — these are not trend items. They are essentials designed to be used and appreciated for years.
This slower approach reduces waste and encourages considered purchasing.
Direct Relationship, Real Accountability
Selling directly also means accountability is immediate.
If something is not right, the feedback does not pass through multiple departments. It comes directly to us — the people who designed and made the piece.
That closeness keeps standards high and intentions clear.
It also allows us to speak openly about materials, processes and pricing. There is no need for mystery when the work happens under one roof.
A Quieter Way of Working
Direct-to-consumer can sometimes be positioned as disruptive or aggressive. For us, it is simply practical.
We design and make in Doolin.
We sell directly to our customers.
We focus on quality, durability and fair pricing.
The result is Grade A cashmere that reflects craftsmanship rather than markup.
When you choose Ekotree, you are not only buying a finished piece. You are supporting a complete process — from yarn selection to final stitch — carried out with intention and care.
And that is what direct-to-consumer truly means when you are also the maker.
