A Cozy Cashmere Home Comes to Soho
Dutch cashmere label Extreme Cashmere has officially launched its first North American flagship in New York City’s trendy SoHo district. The store, located at 152 Mercer Street, offers a warm, home-like space where shoppers can relax and truly experience the brand’s gender-neutral knitwear.
Origins of the Brand and Its Retail Philosophy
Founded in 2016 by designer Saskia Dijkstra, Extreme Cashmere has distinguished itself through ultra-soft, high-quality cashmere garments, crafted in a unisize and gender-neutral design.
In April 2025, the brand opened its first flagship in Amsterdam, featuring a concept that softens traditional retail into a luxury home environment, blending furniture, lighting, and relaxed spaces.
With the New York launch, Extreme Cashmere continues this immersive approach, creating a retail space that encourages visitors to linger and connect with the garments.
What the New Flagship Store Offers
- The store design was crafted by architect Hidde Dijkstra, who arranged the space to feel like a curated apartment rather than a conventional boutique.
- Its interiors feature vintage and European furnishings think a 1970s Italian coffee table, Milo Baughman chairs, and a relaxed lounge area.
- Garments are stored in floor-to-ceiling closets, giving the feel of a walk-in wardrobe; customers can browse freely in lounge-like rooms.
- The store promises a serene, slow-shopping experience: “Luxury of slowing down” is how Saskia Dijkstra describes it, inviting people to “truly consider what you buy.”
Insight from the Brand’s Founders
Saskia Dijkstra shared that the Mercer Street store builds on the Amsterdam concept but takes it to a new level in New York. She said the space allows for “genuine interaction” between visitors and the brand’s soft cashmere pieces.
The design idea working with Hidde Dijkstra was to craft a welcoming, residential feel that aligns with the brand’s wider philosophy: retail isn’t just about transactions, but about relationship and comfort.
Why the Store Opening Is Significant
- Market Expansion: New York is a strategic step for Extreme Cashmere to deepen its footprint in the U.S. luxury knitwear market.
- Innovative Retail: The home-style store reflects a growing trend in retail where brands emphasize experiential and slow shopping.
- Luxury + Sustainability: By creating an environment where cashmere is appreciated, Extreme reinforces the value and craftsmanship behind its products.
- Brand Identity: The store is not just a retail space but a physical embodiment of the brand’s identity soft, timeless, gender-inclusive.
What’s Next for Extreme Cashmere
- The brand may replicate this “home boutique” model in other key cities, building flagship stores that emphasize experience over volume.
- Expect seasonal or limited-edition collections to be highlighted in the store’s curated setting, possibly combining design and lifestyle.
- There may be a deeper integration of cashmere care services like cleaning and maintenance as part of the long-term retail strategy.
- The flagship could also host events, pop-ins, or collaborations to engage New York’s fashion-conscious community.
Conclusion
Extreme Cashmere’s New York flagship is more than a store it’s a softly lit, thoughtfully designed place where cashmere lovers can explore, relax, and connect with the brand on a personal level. By blending retail and home, the Amsterdam-born label is reaffirming its commitment to quality, comfort, and timelessness now in the heart of Soho.
