Direct-to-consumer retailer Quince is all about quality, sustainably made products elevating life at an affordable price.
Launched in 2018, the lifestyle brand’s goal has been to create products of equal or greater quality than leading luxury brands and offer them to consumers at a lower price — and that means disrupting traditional supply chain models. This year, Quince’s cashmere, a popular category for the brand, was even given an upgrade to elevate softness and durability. Called Cashmere 2.0, the 110-piece collection added 20 to 25 percent more cashmere fiber into each garment. Notably, the premium performance cashmere starts pricing at just $50.
Quality, above all else, is at the center of all of Quince’s design choices. Todd Barket, creative director of Quince, told WWD that at Quince the company is not just building a brand but ultimately “reshaping the way people think about quality and value across e-commerce and shopping in general,” whether it’s with cashmere, cookware or furniture.
Here, Barket, talks to WWD about what fuels the obsession for quality, Quince’s distinct business model and what’s next for the brand.
WWD: What drives your obsession with quality and how does it influence your overall aesthetic and design process?
Todd Barket: Quality has always been at the core of my creative philosophy. My obsession comes from a belief that the items we bring into our lives should be thoughtfully designed, beautifully made and built to last.
I’m a big fan of Japandi and Nordic styles because they embody a clean, elevated and timeless aesthetic — qualities that inspire everything we create at Quince and align with our mission to focus on craftsmanship, simplicity and functionality. This translates into a clean, timeless and intentional aesthetic, where every detail — down to the stitching or the feel of the fabric — is deliberate. Our goal is to create pieces that feel effortlessly luxurious, but accessible enough to live in every day.
WWD: How has your career history influenced your strategy and design process for Quince?
T.B.: Having owned my own brand and worked as the vice president of creative and merchandising for several major fashion brands, I’ve seen both sides of the industry — the artistry and the business. This dual experience instilled a deep respect for craftsmanship and an understanding of what customers value. At Quince, I draw from these lessons to focus on creating pieces that deliver exceptional quality without the traditional retail markup. It’s about elevating the every day without overcomplicating it.
Todd Barket, creative director of Quince
WWD: How is the concept of everyday quality items/luxuries impactful for the consumer, and why is Cashmere 2.0 the perfect representation of that?
T.B.: There’s something transformative about incorporating luxury into the everyday. Cashmere is a perfect example because it’s soft, warm and inherently special — but at Quince, it’s also practical and attainable. By making cashmere more accessible, we’re redefining the way customers think about luxury. It’s no longer out of reach. It’s something they can experience every day, whether they’re at home, at work or out with friends.
WWD: Is cashmere a sort of gateway purchase for consumers?
T.B.: Absolutely. Our $50 cashmere sweater is often the first purchase people make with Quince, and it’s the perfect introduction to what we stand for — quality, transparency and value.
It’s an aha moment for many customers when they realize they can own something luxurious and of high quality without the typical luxury price tag. From there, they tend to explore other categories, and that’s where we see long-term loyalty building.
The growth has been remarkable. Cashmere is one of our most-loved categories and continues to attract new customers. What’s particularly exciting is how customers who start with cashmere often return to explore our other categories, like bedding, outerwear or home essentials. It’s clear that once people experience the quality we deliver, they trust us to bring that same level of craftsmanship to everything we make.
WWD: How do you think about quality-driven products in tandem with Quince’s business model that is essentially “cutting out the middleman”?
T.B.: The model is the key to everything we do. By cutting out the middleman, we free ourselves from the inflated costs that come with traditional retail. That means we can invest more in sourcing the best materials and working with skilled manufacturers, all without passing unnecessary costs onto the customer. It’s a win for the customer and a win for our design process.
There’s often a perception that lower prices mean compromised quality, but that couldn’t be further from the truth. The value we provide comes from a transparent and efficient supply chain — not from cutting corners. Helping customers understand how we achieve this balance is important because once they do, they become some of our strongest advocates.
WWD: What does 2025 hold for Quince?
T.B.: 2025 is going to be a big year. We’re focused on expanding our product categories, reaching new audiences and doing more in-person activations to connect with customers face-to-face. Innovation will also remain a top priority — whether that’s improving existing products, like Cashmere 2.0, or introducing new categories that align with our mission of bringing quality and value together.
Ultimately, it’s all about making the Quince experience even better for loyal fans and new customers alike.
