Luxury

God's true cashmere by Brad Pitt and Sat Hari: the secrets of their luxury brand made in Tuscany

Brad Pitt and Sat Hari founded 6 years ago an Italian luxury brand, God's true cashmere, with Tuscan production and a focus on sustainability

23 April 2025

Brad Pitt l(Chris Graythen/Getty Images/Afp)

2' min read

Key points

Always made in Italy

2' min read

An all-Italian production, Tuscany to be precise, is behind the story of the luxury brand God's true cashmere, founded by American actor Brad Pitt with jewellery designer Sat Hari: a few exclusive pieces, sold in selected boutiques around the world (the iconic item is the tartan shirt, costing $2,250).

Tuscan production is a choice that the founders made in 2019 when they launched the brand, and which they believe represents the future even now that they are expanding to other product categories such as jackets, trousers, hats (there are 35 pieces in the F/W 25/26 collection).

"We are a Los Angeles brand made in Italy. I cannot think of any other option,' explains co-founder Sat Hari. 'When we came up with the brand, we were attracted to Italian beauty and culture. The craftsmanship is unparalleled in its precision and exclusivity. We produce everything in Italy, in Tuscany'.

Always made in Italy

And the intention is to keep the manufacture of these garments here. 'We have no other plans for the company,' Sat Hari continues. We always look for excellence, whether it be in raw materials, weaving, stitching, finishing. We work with small local artisans and factories that can engage in sustainable and ethical policies'.

The brand is so green that labels and tags are made of organic cotton and recycled polyester, fabric scraps are reused and no plastic is used for shipping. "FortunatelyItaly is very knowledgeable and open to focusing on sustainability," explains Sat Hari, also telling how she creates each collection together with Brad Pitt:

"Our collections usually start with colours and shapes. We start with a huge table of yarns, weave them together and overlap them. During these sessions we drink tea and put on music, it is a time of play and joy. We think about the seasons, the people who will wear the garments, and we start to select colours, how they might match".

Then they choose the precious stones, since each shirt has 7 jewel-buttons representing the 7 chakras: the gems are chosen according to their healing properties. "We don't just create clothes," concludes Sat Hari, "we offer an experience.