The Inner Mongolian brand has collaborated with the University of Cambridge on a fashion collection, plus a Fitzwilliam Museum exhibition and a talk series hosted by Chen Luyu.

LONDON — Erdos, a fashion brand synonymous with cashmere in China, is investing in building long-term global awareness with the “Wear Your Mind” project with the University of Cambridge, the alma mater of Wang Zhen, president of Erdos Group.

Released earlier this month, the capsule blends collegiate iconography with the Chinese fashion brand’s four decades of material expertise. Wang’s father, Wang Linxiang, was part of the founding team of the Yikezhao County Cashmere Sweater Factory, launched in 1980, the predecessor of Erdos Group. The lineup incorporates the university’s lion emblem and collegiate stripes, reinterpreted through Erdos’ craftsmanship, proportions and contemporary design language.

The move comes as parent Erdos Resources Co. Ltd. is enjoying strong financial momentum. The company reported a 43.2 percent increase in first-half 2026 net profit, with its main line Erdos, essential range Erdos 1980, the more affordable Blue Erdos subbrand, and Erdos Kids fueling growth.

Headquartered in the resource-rich region of Inner Mongolia, the group has built one of the world’s most comprehensive cashmere infrastructures, spanning herding, animal welfare, fiber research, spinning, weaving, knitting, garment manufacturing and product innovation. The Erdos fashion brand operates 360 stores in China, including 284 full-price boutiques and 76 outlet locations.

Against that backdrop, the Cambridge collaboration is less about chasing instant visibility, and more about resetting how Chinese cashmere is perceived.

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