Gobi Cashmere revitalises brand identity with Mongolian roots

Mongolia – Mongolian cashmere giant Gobi has unveiled a refreshed brand identity deeply rooted in its heritage and sustainable ethos. As Mongolia’s largest cashmere manufacturer, Gobi distinguishes itself by keeping every step of production within the country – from sourcing raw cashmere to design and distribution – handled by its 1,700-strong workforce, 75% of whom are women.

Global creative agency Mucho spearheaded the rebranding effort, immersing themselves in Mongolia’s culture, history and the lives of herders who supply the raw cashmere. This process informed the creation of Gobi’s tagline, Truly Mongolian, and a new logo symbolising the brand’s interconnected ecosystem: goats, herders, employees and customers.

The rebrand also emphasises Gobi’s unique position in the market, as global competitors including Loro Piana and Naadam source manufacturing from outside of Mongolia. Gobi’s efforts have already paid off, with its products recently entering Nordstrom in the US, furthering its global expansion. In Luxury Recrafted, we explore how safeguarding artisanal skills and honouring heritage is a strategy being adopted by brands across the luxury sector.