about nüülee

At nüülee, we are a bridge—between Mongolia and New York, honoring Mongolia’s timeless traditions while embracing modern elegance. Based in New York, we bring you the purest, softest Mongolian cashmere, crafted with care, integrity, and refinement.

Each piece carries a story—of skilled herders, their cherished animals, and ancestral practices that have evolved over millennia to create cashmere of unparalleled softness and enduring beauty.

nüülee

from the Mongolian word for nomad - nüüdelchin. We are inspired by the Mongolian nomads that embody a profound harmony with nature, resilience, and a timeless sense of freedom.

nüülee

üül means cloud in Mongolian - soft and weightless, like cashmere.

nüülee

a word used by Mongolian nomads meaning “I am moving.” This word embodies the spirit of the nomads reflecting their pastoral and seasonal movements to better pastures- to more protective places- in order for their herds to thrive.

Inspired by the concept of continuous movement, nüülee reflects the natural flow of energy in the pursuit of progress, rooted in tradition. The name itself symbolizes forward motion, embodying our commitment to innovation, sustainability, and timeless luxury.

nüülee is more than a brand—it’s a philosophy. We design with intention, create with respect, and connect with the world through pieces that endure beyond trends. With an eye toward the horizon, we craft luxury that is responsible, adaptive, and built for the future.

the bridge between mongolia, new york, and beyond

at nüülee, we believe true luxury begins at the source. our story starts far from manhattan's runways, deep in the vast, untamed grasslands of mongolia, where nomadic herders have cared for their goats and the land for centuries.

we are of mongolia. our founders were born of this heritage, shaped by its traditions, and remain deeply connected to the people who make our craft possible. every season, we work directly with the same herder families, visiting their homes, sharing tea in their gers, and listening to their wisdom. these are not transactions, they are relationships built on trust, respect, and shared purpose.

we keep every stage of our process rooted in mongolia, we source directly from herders, and we work with skilled mongolian artisans whose techniques are passed down through generations. from the gentle combing of goats in spring to the meticulous hand-sorting of fibers, every step honors both tradition and sustainability. this approach ensures herders receive fair, dignified incomes, artisans continue their craft, and the fragile grassland ecosystem is preserved.

our role is to carry this authenticity across continents, to bring the story, skill, and soul of mongolia to new york and beyond. we are a living bridge between worlds: the open steppe and the city skyline; centuries-old tradition and modern design; heritage and high fashion.

when you choose nüülee, you're not just wearing cashmere. you're carrying the spirit of mongolia, crafted for the world's stage.

nüülee. from the heart of the steppe, to the heart of the city m and beyond.

our cashmere cycle

At nüülee, sustainability is woven into every step of our process, with traceability at its core. From the hands of nomadic herders to the final garment, we believe in transparency—ensuring you know where your piece comes from and the journey it takes. Our cashmere cycle honors craftsmanship, heritage, and integrity celebrating the artistry behind every nüülee creation.

It all begins with Mongolia’s nomadic herders, who care for their goats year-round. In the spring, the goats naturally shed their winter undercoat, and herders carefully comb the cashmere by hand—a tradition passed down for generations. This precious fiber will supply the following year’s cashmere.

Once collected, the raw cashmere undergoes a multi-step refining process that takes several weeks to ensure the highest quality:

  1. Sorting & Cleaning – The fibers are hand-sorted to remove coarse hairs and cleaned to eliminate natural impurities.
  2. Dehairing – The fine undercoat is separated from the outer guard hairs, leaving only the softest, most delicate fibers.
  3. Carding & Spinning – The fine fibers are aligned and spun into luxurious, high-quality yarn.
  4. Dyeing (if applicable) – Natural or eco-friendly dyes are used to achieve our signature color palette.

Once the yarn is ready, it is sent to our manufacturers, who work closely with our designers to craft each nüülee piece with precision and care. When we share these products with our customers, the capital flows back into our supply chain—ultimately supporting the herders so they can continue their traditional nomadic way of life.

about mongolia

Vast, untamed, and steeped in tradition, Mongolia is a land of raw beauty and enduring spirit. Rolling steppes stretch endlessly beneath an open sky, where nomadic herders move with the rhythm of nature, preserving a way of life that has remained unchanged for centuries. From the rugged Altai Mountains to the Gobi Desert’s golden dunes, Mongolia is a place where heritage and landscape intertwine—a testament to resilience, freedom, and quiet grandeur. Mongolia is home to 3.5 million people, with nearly a third belonging to nomadic herder families. Remarkably, these herders tend to over 80 million animals, including cashmere goats, yaks, cattle, Bactrian camels, sheep, and the revered Mongolian horse—each integral to the country’s rich heritage and way of life.

Producing approximately 50% of the world's raw cashmere, Mongolia is a critical player in the global cashmere industry. The country’s harsh climate results in exceptionally fine, warm fibers, making Mongolian cashmere some of the most sought-after in the world.

This deep connection between land, heritage, and craftsmanship defines Mongolia’s role in the world of luxury textiles. Each strand of Mongolian cashmere carries a story of resilience—woven from vast landscapes, the dedication of nomadic herders, and centuries-old traditions. As the foundation of the finest cashmere, Mongolia’s legacy endures, bringing warmth, elegance, and timeless quality to the world.

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