Naadam is a New York cashmere brand founded in 2013 by Matt Scanlan and Diederik Rijsemus that buys fibre directly from herders in Mongolia and sells cashmere knitwear direct to consumers.
Naadam built its reputation on a direct relationship with Mongolian herding communities and on a $75–$100 cashmere sweater that undercut department stores. Its heavier and premium lines are a sensible middle ground between Quince and the Italian houses.
What is Naadam known for?
- The Essential cashmere sweater
- Cashmere hoodies
- Lightweight cashmere tees
Key materials: mongolian cashmere. Categories we cover: knitwear.
Is Naadam quiet luxury?
Yes. Naadam is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
On our Quiet Luxury Index, Naadam scores 81 out of 100:
How much does Naadam cost?
Cashmere roughly $100–$300. Naadam sits in our Accessible tier: the look and, often, the fibre — at high-street prices. Prices are approximate US retail and vary by region and season.
What should you watch out for?
Entry-level knits are lightweight; the premium lines wear better.
Is Naadam on Instagram?
Yes. Naadam’s official account is @naadam.co, with 130,000 followers and 779 posts as of October 2026, ranking it #38 of 39 quiet luxury brands we track.
What do reviewers say about Naadam?
The most-watched independent YouTube reviews and explainers on Naadam:
Which brands are similar to Naadam?
Quince (Accessible, Index 72). Cheaper, thinner cashmere.
Luca Faloni (Premium, Index 91). Italian-made cashmere one step up.
Loro Piana (Summit, Index 88). The summit of cashmere.
Compare: Quince vs Naadam
Naadam at a glance
| Founded | 2013 |
|---|---|
| Founders | Matt Scanlan and Diederik Rijsemus |
| Based in | New York, United States |
| For | Women, Men |
| Price tier | Accessible |
| Index score | 81 / 100 |
| Official site | naadam.co |
Frequently asked questions
What is Naadam known for?
Naadam is known for The Essential cashmere sweater, Cashmere hoodies and Lightweight cashmere tees. Naadam is a New York cashmere brand founded in 2013 by Matt Scanlan and Diederik Rijsemus that buys fibre directly from herders in Mongolia and sells cashmere knitwear direct to consumers.
Is Naadam quiet luxury?
Yes. Naadam is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
Where is Naadam from?
Naadam is based in New York, United States, and was founded in 2013 by Matt Scanlan and Diederik Rijsemus.
How much does Naadam cost?
Approximate prices: Cashmere roughly $100–$300. Prices vary by region and season.
How many Instagram followers does Naadam have?
Naadam’s official Instagram account, @naadam.co, had 130,000 followers as of October 2026.
What brands are similar to Naadam?
Brands similar to Naadam include Quince, Luca Faloni and Loro Piana. Cheaper, thinner cashmere.