Soft hugs

Biella is considered Italy’s textile hub, renowned for its yarns and fabrics made from wool and fine fibers such as cashmere, vicuña, and alpaca. In 1942, wool merchant Claudio Masserano founded his company here, destined to become one of the world’s finest producers of cashmere home products.

The artisans at Masserano Cashmere still rely on handcrafting and time-tested techniques. The company offers a wide range of home textiles, from pillows and bedspreads to loungewear and slippers. Particularly noteworthy are their blankets, which make perfect gifts that can delight even the most discerning individuals. Additionally, cashmere blankets can personalize and enhance any interior, adding a true sense of coziness.

Masserano Cashmere blankets are not museum pieces; they are meant to be used actively, not just at home but also on trips and travels. The product retains its appearance, won’t fade or stretch, and will serve for years, bringing joy to all household members. The brand’s designers also play a significant role: they create items like artists painting canvases — each design features a story, a palette, depth, and the energy of its creators. The blankets come in a variety of colors, from the brightest shades to pastel and natural cashmere tones.

The brand uses the highest quality cashmere, which is why its collections stand out for their exceptional softness, durability, and depth of color. Most of the raw material comes from the undercoat of Carpa Hircus goats living on the Asian plateaus. China, Mongolia, Afghanistan, and Iran are the main suppliers, with a smaller portion sourced from the Indian region that gave cashmere its name. In late spring, the fibers are collected by hand during the goats’ natural molting process or carefully combed out using a special comb. Each goat produces an average of 100 to 300 grams of raw cashmere annually, making this fiber rare and valuable.

An important aspect of Masserano Cashmere is its commitment to social responsibility. “We control production at every stage, from selecting fibers to shipping products, always focusing on environmental protection,” states the company. “We choose suppliers who ensure a strong commitment to protecting the planet and future generations, encouraging the use of renewable energy sources, certified chemicals, and recycling of water and materials. Minimizing waste from processing and recycling waste itself has always been part of our DNA. Recently, we started using recycled and organic yarns and reimagined corporate packaging to make it more eco-friendly.”

Courtesy of online boutique VIPAVENUE.RU