Enamoured by cashmere’s ability to be both effortless and elegant at the same time, Felice researched brands but found none combining timeless designs, Italian craftsmanship, sustainability, and affordability. She wanted to democratise the luxury of Italian-made cashmere by making it more accessible to more people. Venturing to Umbria’s cashmere valley, she immersed herself with the best knitwear craftsmen in the world where this knowledge has been handed down through generations. Drawing on this and her own seven-year experience in the fashion industry, she launched her own cashmere brand, MYCASHMERE.