LIT Communication wins PR contract with recycled cashmere company

We’re pleased to announce that we’ve been appointed to handle the PR for the second-hand cashmere brand, Nearly New Cashmere Co.


LIT Communication will support Nearly New Cashmere Co with a tailor-made digital PR strategy and media relations to help grow the brand’s media presence. We’ll also manage the PR for Nearly New Cashmere’s retail store in Masham and their pop-up events.


Established in 2018 and based in West Yorkshire, we are a conscious copywriting and PR agency specialising in ethical communications, public relations management and strategy. We’re also a remote-first, 4-day working week business that supports clients from all over the globe to drive organic business growth and brand awareness.


Nearly New Cashmere Co was founded in 2015 by Alison Orr from her home in the Yorkshire Dales. Since then, the sustainable fashion retailer has a growing team and continuously finds innovative ways to restore and recycle discarded 100% cashmere that would otherwise face a future in landfill - transforming the cosy fabric into high-quality, unique cashmere clothing and accessories.


Sophie Marsden, Director of LIT Communication, explains: “We’ve recently started to focus on working with climate-conscious and sustainable companies and are delighted that Alison and the team at Nearly New Cashmere Co have chosen us to manage their PR.


“While we don’t exclusively work with eco-friendly businesses, we are being much more selective about the types of clients that we work with. The opportunity to work with people like Alison and her team, whose values closely align with ours, is fantastic. We can’t wait to communicate the brand’s story and raise awareness of the positive impact that second-hand fashion can have on the planet.


“Our values must align with that of our clients, and we would rather grow slowly without compromising on that. I’m not afraid of turning down briefs from companies that aren’t a good fit for us.”


Nearly New Cashmere Co Founder and Co-Director Ali Orr commented: “PR is a significant investment for our small business marketing budget. So, we needed to choose a team that could help us multiply our output and maximise every penny spent on marketing. It was clear from their pitch that this would be the case with LIT Communication. Like us, LIT Communication is a small but ambitious team, so it was an easy value-led decision.”


“We have ambitious plans to grow the business. We have a strong returning customer base but plan to make big strides at increasing the top of our funnel in the next 1-2 cashmere seasons. With the cost of paid ads increasing, we plan to achieve this with an email and SMS-based loyalty programme and PR.”