« Our strength is to allow ourselves very high standards »: Linnea Lund in Les Echos
We are incredibly proud to be featured in Les Echos in their "LA RELEVE 2026" series. The article highlights our spectacular growth in a competitive market and, most importantly, our uncompromising commitment to 100% durable cashmere.
Our founder, Charlotte Björklund, shares the heart of our mission: proving that ethical and affordable luxury is not only possible but necessary. Since 2020, Linnea Lund has focused on a model that respects both the artisan and the animal.
Beyond Traditional Cashmere
As Charlotte points out in the interview, many are unaware that 95% of the world's cashmere comes from shaved goats that often suffer from the cold. At Linnea Lund, we choose the path of the minority: using only wool that is gently combed, a practice that is far more respectful of animal welfare and results in much higher quality fibers.
This dedication to quality and ethics has allowed us to win the hearts of our community—and even iconic ambassadors like Inès de la Fressange and Elle Macpherson.
A sincere thank you to Jean-Francis Pécresse and the team at Les Echos for this deep dive into our history and our values.
Discover our commitment to ethical fashion: