GOYO showcases to the world Mongolia’s unique fiber, cashmere, and its natural beauty and elegance. It strives to showcase to the world the Mongolians’ happy and natural way of life. We live in nature and we live with the nature. Nothing is wasted in our traditional lifestyle. To survive long and harsh winters on high plateaus of Mongolia, goats grow delicate fleece (cashmere) underneath their hair. Longer and colder the winter, the better and longer cashmere grows. In spring, animals struggle to shed the fleece and herders help them by carefully combing the cashmere off. This is a hard work always done by hand and herders exercise great care as to not hurt the animals. Goats display visual signs of content and pleasure as cashmere is combed off them and that’s why Mongolians call cashmere “happy” fiber. A goat produces barely a third of the cashmere needed to knit just one pullover and thus the rarity and preciousness of this fiber prompting Mongolians to call it sometimes “soft gold”. GOYO is not only a fashion brand but also a vertically integrated company employing more than 400 people. This enables GOYO to control the quality of its raw material, yarn and final products as well as to hold the value of its design through all the stages of production. GOYO as a brand synthesizes the beauty of this natural fiber and the modern chic style with comfort and luxury. GOYO experiments with the fiber to show the unexplored opportunities as cashmere was always perceived to have a basic style. It is for people who appreciate style, comfort and overall quality. It is also for people who want to know that everything in the product, beginning with the raw material and ending with the people who produced it, was sourced and treated in a fair and sustainable way.