"Millions of won for a single shirt"... Brad Pitt's cashmere brand to open its first-ever store in Korea

Cashmere Brand Co-Founded by Brad Pitt Opens World's First Standalone Store in Cheongdam
Showcasing Italian Cashmere and Signature Shirts with Gemstone Buttons
Shinsegae International to Run Store for About Five Months Through March Next Year

Shinsegae International is opening the world’s first standalone store for God's True Cashmere, a luxury cashmere brand co-founded by actor Brad Pitt, in Cheongdam-dong, Seoul.

Brad Pitt. Reuters-Yonhap.

Shinsegae International said on November 2 that it had opened a standalone God's True Cashmere store on the luxury shopping street in Cheongdam-dong, Gangnam-gu, Seoul, and that it will operate through March 12, 2027. Following a positive response to a pop-up store at Shinsegae Department Store's Gangnam branch early this year, the company has established a store in Cheongdam-dong, one of the country's leading luxury shopping districts. For about five months, the store will showcase the brand's latest collections, centered on cashmere and linen.

God's True Cashmere was co-founded in 2019 by spiritual healer and jewelry designer Sat Hari Khalsa and Brad Pitt. The brand was launched with the vision of creating the finest cashmere shirts and champions “Wearable Art,” combining the finest materials, Italian craftsmanship, and artistic design.

The store is also designed around the theme of “a journey through wearable art.” It features the brand's signature green color and wood materials, as well as patchwork pieces made from cashmere fabric, creating a gallery-like space. The company said the store is designed to let customers experience not only its products but also the brand's identity, which interprets materials artistically.

A view of the God's True Cashmere store opening in the luxury shopping district of Cheongdam-dong, Gangnam-gu, Seoul. Courtesy of Shinsegae International.

The store will offer the brand's signature cashmere shirts, along with cardigans, coats, capes, blazers, knitwear, and other items from its Fall/Winter 2026 collection. It will also sell a linen collection and accessories such as hats, scarves, and blankets. During the store's operating period, exclusive products unavailable at the brand's other overseas stores will be introduced in stages.

The signature shirts come in 30 styles, including solid colors and tartan checks. Each shirt is adorned with 11 gemstone buttons featuring stones such as amethyst, rose quartz, emerald, and diamond, hand-finished by artisans in India. A distinctive feature is the inclusion of seven gemstones representing the chakras, with each stone carrying its own symbolic meaning. The cashmere garments are made from the finest Italian cashmere. The solid cashmere shirt is priced at KRW 3.65 million, and the tartan check shirt at KRW 4.05 million.

A Shinsegae International spokesperson said, “Through the finest cashmere, distinctive gemstone embellishments, and an artistically designed space, we will convey the brand's design philosophy and values to customers in Korea.”

This content was produced with the assistance of AI translation services.