The Weight of Presence
Presence is more than how you show up physically.
That’s where our first campaign name came from: The Weight of Presence.
As we approached the launch of Lynx + Loom’s first sweater, T and I found ourselves in the whirlwind of planning our Eastern wedding. Between the logistics and family dynamics, there were plenty of moments of chaos. But there was also this unexpected gift. A deeper sense of stillness. Of grounding. We noticed how we leaned on each other to stay present through it all. And we saw how much it meant to our parents to gather the people who had shared the early years of their lives in this country. The ones they immigrated with. The ones who helped build the lives we live now.
At our tea ceremony, jewelry was passed down: my mother’s wedding ring, a pendant from T’s grandfather. These weren’t just accessories. They were memories. They were lineage. And in that moment, it clicked: we didn’t just want to design a beautiful sweater. We wanted to create something that could carry heritage. Something that could feel equally meaningful, worn during your ordinary mornings and life-defining milestones.
That’s where our first campaign name came from: The Weight of Presence.
Presence is more than how you show up physically. It’s how you move through the world. It’s how you make someone feel heard during a hard conversation. It’s how you stir your matcha in the morning, how you laugh around a bonfire with friends, how you pause to take in the moment with the people you love.
The word weight mattered. Not just because this sweater has literal substance—crafted in a rich 7-gauge Inner Mongolian cashmere knit, but because your presence carries weight. You take up space. And that space should be honored.
I imagine you reaching for your Sable sweater before a serious conversation at work. Or pulling it on for a chilly morning walk to your favorite coffee shop. Or throwing it over your shoulders before a dinner out, adding just enough refinement to feel like your best self. For me, it’s my early ritual: matcha, a walk with T, the feeling of being wrapped in something that makes me feel both grounded and elevated.
That’s the kind of garment we set out to make. Not something fleeting, but something that holds space in your life. A piece that meets you in the small rituals and the big moments, and helps you move through all of them with intention and quiet confidence.
So if you’re reading this and thinking, this could be the sweater I grow with, then we made the right one.
So when our presale opens, I want you to think of it as more than a transaction. Think of it as an investment. Not just in a sweater, but in the kind of brand that takes time to get things right. In the kind of quality that comes from 7-gauge Mongolian cashmere that won't pill excessively, won't stretch or shrink, and won't leave you disappointed. In proportions designed so thoughtfully that you can layer a thin shirt underneath and still fit comfortably into your coat sleeves. In fabric substantial enough that you'll never worry about transparency, never find yourself adjusting or second-guessing.
Our early customers aren't just buying a sweater—they're choosing to be part of something intentional. Something built to last through board meetings and beach walks, morning matcha rituals and late dinner dates. Something that works as hard as you do, in all the ways that matter.
If you're reading this and thinking, this could be the sweater I grow with, then we made the right one. Your next chapter deserves a sweater that's ready for it.
With warmth,
