In collaboration with content creator Aris Yeager aka The European Kid on TikTok, luxury cashmere brand LERET LERET has launched an exclusive video for the holidays. Alongside the recent video, the brand is spotlighting a wave of new designs and collections, including vests and cardigans, and a special kid’s line.

“The compelling reason behind my desire to collaborate with LERET LERET stemmed from Edouard’s profound vision,” notes Aris Yeager on the video partnership. “Since receiving my first sweater, I’ve developed a deep appreciation for the artistic essence within each piece. The profound significance of simplicity resonates most with me. Edouard’s dedication to this ethos within his brand deeply resonated with my values, solidifying my desire to join forces with LERET LERET.”

For more insight on all things LERET LERET, co-founder Edouard Leret chatted with V on the brand’s initial launch, his cultural influences, and his inspiration for the newest kid’s line.

V: When V first caught up with LERET LERET, it was 2020 and we were deep into the pandemic. Now 3 years later, what would you say has been the biggest lesson you and the brand have experienced?

Edouard Leret: 2020 seems like a lifetime ago. A lot of things have changed. Back then, all of the interactions with our customers and publications were online. We’re grateful for all the events, pop-ups, and studio visits we are able to experience these days. Cashmere is made to be felt, and seeing the reaction of people always brings happiness to us. We think the biggest lesson is to not take for granted the community we have around us and to keep building it. We have worked with so many different artists, photographers, filmmakers, embroiderers, bakers, and the list goes on.

V: Comparing LERET LERET back to when it first launched to today, what would you say is the biggest difference in terms of design approach?

EL: We take more risks now. We still have a very extensive process of deciding what colors we are going to be working with, and I think that will never change. I also think we have a deeper connection with the design process as time goes by, they all come from a very personal place in our lives at that moment.

V: Born in Paris and raised in Venezuela, do you often look towards both regions for inspiration for the pieces? How has your identity for both regions helped define the direction of the brand?

EL: At the beginning, I would say we did, the french style and the colorful Venezuelan energy are always ingrained, but it’s so much more complex now. I’ve been in New York for 12 years now, and my sister Andrea has been in Mexico for 5+ years where we just launched LERET LERET. Andrea just had the opening for our Mexico City Studio last week. So the direction of the brand has taken a very Universal transition which I think is beautiful and will always keep evolving. Not to forget our strong connection with Mongolia, where we spend time every year around May.

V: How did the partnership with The European Kid come about? What would you say is the connecting point between Aris Yeager and LERET LERET?

EL: Our younger brother Nicolas met Aris while attending school in Boston, so we met in a very personal way. We never really talked about a partnership, Aris just really loved the sweaters and we organically gifted him pieces to support his Internet persona. Once Aris moved to New York, I started meeting with him at the studio and we would have brainstorming sessions. Just like every artist we work with, we wanted to see the brand through his eyes, but we also wanted to do something different from the usual TikTok video. That’s when we brought my friend and director Rick Rocha into the mix and came up with a way to mix all of our worlds into one video. I think that what you see in “Louis and the Cashmere City”, you see his character evolving from being frustrated, to becoming aware of it. And in this case, cashmere is the agent that relaxes him into having the best night of his life. It’s all smiles after that. I’d say there are a lot of connecting points, Aris likes to dress well, and he usually has a classic European and sharp style in his videos. And it’s nice to see this new layer on him. But it’s also the comedy and theatric spirit that connects us. His characters are usually intense and have strong opinions about everything, and he can turn them on and off on the spot. Working with him was a pleasure because he is always curious and interested in what’s going on around him. He’s incredibly talented, on and off camera.

V: From a strong concentration on the perfect cashmere crew neck to expanding into cashmere vests and cardigans, LERET LERET has started now with a kid’s line. What was the inspiration for this? Will there be a wider range of coordinating adult/kids pieces?

EL: These vests and cardigans have been so well received by our community. And we couldn’t be happier with the KIDS sweaters. The inspiration was my sister Andrea’s first-born son, Federico. We’ve been making samples for him since he was born, he’s been wearing LERET LERET way before we made this idea a reality. I’m positive there will be a wider range and we love coordinating adult/kids pieces.

V: In five years, where do you hope to see the brand? What are some of your goals for the expansion of LERET LERET’s offerings?

EL: We hope to see the brand in more countries. We are currently moving pieces to expand to Europe and Asia. We would still have the same model, limited edition, and small boutiques. We can’t wait to work with curated spaces in Paris, Berlin, Tokyo, Seoul, you name it. We also think product is important, perhaps designing summer-driven cashmere. But most importantly, I would say the biggest goal is to constantly work and grow with artists in all mediums all around the world.

View the exclusive holiday video for LERET LERET x Aris Yeager, below!

“Louis And The Cashmere City” (Directed by Rick Rocha, featuring Arris Yeager, Alesia Leret, Zac Bahaj, Khalil Jabbar, Zata Toscano, John Francomacaro, Emanuel Fiore, Margaret Self, Edourard Leret, Avery O’ Rourke)

DP Matt P Jones / 1st AC Jean Lafon / Focus Puller JD Pankiw / Gaffer Jake Sichterman / Sound Gavin Edmonds / Music A.L. Cook / Color JD Pankiw / Edit Doghouse Crew / PA/Driver Quillan Penderville // Special thanks From Leret Leret to Nublu 151 / Lucien / Vintage Stallone