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From Rock Wall 
To Wall Street

A deep dive into the history of cashmere: Once the prized armor of emperors - now a quiet flex of luxury. Cashmere  is back.

The Proper & Unpopular Opinion

A welcome issue, introducing you to Proper and Unpopular, bringing you the answers and inspiration you've been searching for.

Loro Piana chess board, black pieces

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Launched in 2025, Proper & Unpopular exists to bring direction to a fashion world that often feels loud and trend obsessed. We believe in timeless principles — the kind laid down by generations of designers who understood style as both art and identity.

At Proper & Unpopular, we teach how to bend the rules without breaking them. We explore the dos and don’ts, not to limit expression, but to unlock it — revealing the deeper connection between fashion, people, and the planet we share.

Offering you the not always popular, but proper, opinion you must know.

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