8. A Mongolian phenomena
Are the home of the most unique natural fibres in
the world
The climatic changes align with the Mongolian
landscape and altitude changes to produce fibre
types that are not only unique but region specific.
10. A Mongolian Phenomena
The most intriguing and fascinating of these
phenomenae comes from two soums, one in the
East and the other in the West, both of which give a
distinct pigment variation with red and blue casts on
natural beige fibres that cannot be seen anywhere
else in the world
12. Lost Treasures of the
Mongolian Nomads
The privatisation of Mongolian livestock to the
herders in the early 90’s and a lack of an enforceable
government policy gradually resulted in the
disappearance of these special types as herders
neglected to pursue the guidelines that had been
established under the Ministry of Agriculture for
many years.
13. Lost Treasures of the
Mongolian Nomads
The privatisation of Mongolian livestock to the
herders in the early 90’s and a lack of an enforceable
government policy gradually resulted in the
disappearance of these special types as herders
neglected to pursue the guidelines that had been
established under the Ministry of Agriculture for
many years.
This was also a social issue as Mongolia underwent
the transition from a command to a market
economy.
14. Lost Treasures of the
Mongolian Nomads
The world demand for cashmere grew to
unprecedented levels in the 90’s and the Mongolian
herders reacted by increasing their herd size
15. Lost Treasures of the
Mongolian Nomads
The world demand for cashmere grew to
unprecedented levels in the 90’s and the Mongolian
herders reacted by increasing their herd size.
Demand fell largely on the basic Mongolian types of
light grey and dark brown with all the special fibres
being swept up in this mini gold rush.
16. Lost Treasures of the
Mongolian Nomads
The world demand for cashmere grew to
unprecedented levels in the 90’s and the Mongolian
herders reacted by increasing their herd size.
Demand fell largely on the basic Mongolian types of
light grey and dark brown with all the special fibres
being swept up in this mini gold rush.
Volume became the driver as the herders ignored
their traditional ways in favour of providing as much
cashmere as they possibly could
17. Lost Treasures of the
Mongolian Nomads
The world demand for cashmere grew to unprecedented
levels in the 90’s and the Mongolian herders reacted by
increasing their herd size.
Demand fell largely on the basic Mongolian types of light
grey and dark brown with all the special fibres being
swept up in this mini gold rush.
Volume became the driver as the herders ignored their
traditional ways in favour of providing as much cashmere
as they possibly could
The cashmere goat herd population has increased five
fold over the last twenty years currently standing at over
20,000,000.
18. Lost Treasures of the
Mongolian Nomads
An example of this is Bayandelger red cashmere
formerly known in Japan as ‘Khenti Red’ which was a
much sought after quality and the herders in this
region took great care in nurturing and preserving
this type.
19. Lost Treasures of the
Mongolian Nomads
An example of this is Bayandelger red cashmere
formerly known in Japan as ‘Khenti Red’ which was a
much sought after quality and the herders in this
region took great care in nurturing and preserving
this type
Several attempts by sharp traders and breeders to
relocate this type failed as the down reverted back
to the more common natural beige.
20. Lost Treasures of the
Mongolian Nomads
An example of this is Bayandelger red cashmere formerly
known in Japan as ‘Khenti Red’ which was a much sought
after quality and the herders in this region took great
care in nurturing and preserving this type.
Several attempts by sharp traders and breeders to
relocate this type failed as the down reverted back to the
more common natural beige.
The natural environment and soil type unique to this
region makes this indigenous type truly exclusive.
22. Lost Treasures of the
Mongolian Nomads
The peak of the recession in Japan in 2001 saw the
demand for cashmere collapse and especially in the
niche market sector where the Khenti red was
prevalent.
23. Lost Treasures of the
Mongolian Nomads
The peak of the recession in Japan in 2001 saw the
demand for cashmere collapse and especially in the
niche market sector where the Khenti red was
prevalent.
Consequently the Bayandelger red cashmere
become another casualty of the world economic
crisis.
24. Lost Treasures of the
Mongolian Nomads
The peak of the recession in Japan in 2001 saw the
demand for cashmere collapse and especially in the
niche market sector where the Khenti red was
prevalent.
Consequently the Bayandelger red cashmere
become another casualty of the world economic
crisis.
Cashmere began to lose its identity as it became a
commodity. Its market position fell as prices
dropped
25. Lost Treasures of the
Mongolian Nomads
The peak of the recession in Japan in 2001 saw the
demand for cashmere collapse and especially in the niche
market sector where the Khenti red was prevalent.
Consequently the Bayandelger red cashmere become
another casualty of the world economic crisis.
Cashmere began to lose its identity as it became a
commodity. Its market position fell as prices dropped.
Cashmere, which was largely the preserve of the wealthy
was now available to almost everyone.
26. Mongolia’s USP
The Asian Development Bank sponsored Agriculture
Marketing and Branding Development Project was
charged with the task in 2011 of revitalising
Mongolia’s cashmere industry.
27. Mongolia’s USP
The Asian Development Bank sponsored Agriculture
Marketing and Branding Development Project was
charged with the task in 2011 of revitalising
Mongolia’s cashmere industry.
The major challenge was to identify Mongolia’s
Unique Selling Proposition. The AMBDP team
consists of specialists in breeding, quality assurance
and production with experience that dates back to
the beginning of Mongolia’s entry into value added
processing over 30 years ago.
28. Rediscovering Mongolia’s
lost natural treasures
Drawing from this rich vein of experience the team
decided to conduct a research into rediscovering the
unique Mongolian fibres.
29. Rediscovering Mongolia’s
lost natural treasures
Drawing from this rich vein of experience the team
decided to conduct a research into rediscovering the
unique Mongolian fibres.
This task began in Shine Jinst soum in Bayanhongor
aimag where the majority of Mongolian white goats
are located.
30. Rediscovering Mongolia’s
lost natural treasures
Drawing from this rich vein of experience the team
decided to conduct a research into rediscovering the
unique Mongolian fibres.
This task began in Shine Jinst soum in Bayanhongor
aimag where the majority of Mongolian white goats
are located.
A co-operation between the herder co-operatives,
Altai LLC a leading cashmere company and AMBDP
identified and seperated out the pure bred white
Zala jinst Mongolian goats of fine micron, good
length and free from black hair contamination
33. Tripartite Co-operation
This co-operation lasted over several months with
training being given to the herders on breeding,
sorting and grading.
34. Tripartite Co-operation
This co-operation lasted over several months with
training being given to the herders on breeding,
sorting and grading.
One hundred and sixty herder families were involved
in this experiment and from over 12 tons of white
cashmere less than 8% was classified as suitable to
be nominated as one of Mongolia’s lost treasures.
36. Cashmere Quality
Before project work After project work
Length 37,8 mm
Fineness 16.8 mic
Yield of the
primary process
51.3 %
Length Fineness,
mic
Yield
1 38.68 15.84 52
2 38.74 16.36 51.5
3 40.2 16.93 53.6
37. Rediscovering Mongolia’s
Lost treasures
The success of the pilot project in Shinejinst
encouraged the AMBDP team into resurrecting the
other region specific, unique types from Baatsagaan,
Bayandelger,Tsagaan Ovoo and Durvuljin.
38. Rediscovering Mongolia’s
Lost treasures
The success of the pilot project in Shinejinst
encouraged the AMBDP team into resurrecting the
other region specific, unique types from Baatsagaan,
Bayandelger,Tsagaan Ovoo and Durvuljin.
Colour, fineness and length are the special
charactersitics of these types
43. Mongolian yak
Mongolia is also home to special types of Yak fibre
producing a highly unique light grey which our
branding expert has christened Mongolian Platinum
Yak down.
44. Mongolian Yak
Mongolia is also home to special types of Yak fibre
producing a highly unique light grey which our
branding expert has christened Mongolian Platinum
Yak down.
In recent years, the textile industry has greatly
increased its demand for yak fibre. The yak has a
high degree of adaptation to the ecosystem. No
other domestic animal can feed on the vegetation
growing at 2,000-4,000 metres .
45. Mongolian yak
Mongolia is also home to special types of Yak fibre
producing a highly unique light grey which our branding
expert has christened Mongolian Platinum Yak down.
In recent years, the textile industry has greatly increased
its demand for yak fibre. The yak has a high degree of
adaptation to the ecosystem. No other domestic animal
can feed on the vegetation growing at 2,000-4,000
metres .
The morphological and physiological characteristics of the
yak endow it with an ability to resist cold, to scrape
through snow for fodder and to graze very short grass.
46. Yak fibre
The international yak market is expected to have a
bright future, because the wool is seen as an exotic
fibre and fits into the recent revival of natural fibres.
47. Yak fibre
The international yak market is expected to have a
bright future, because the wool is seen as an exotic
fibre and fits into the recent revival of natural fibres.
The fashion industry is looking for new and
innovative fibres, with the potential for higher
margins
48. Yak fibre
The international yak market is expected to have a
bright future, because the wool is seen as an exotic
fibre and fits into the recent revival of natural fibres.
The fashion industry is looking for new and
innovative fibres, with the potential for higher
margins
The best example of this kind of development is
vicuna fibre, sourced mainly in Peru. The demand for
other exotic fibres, such as mohair and alpaca, is also
increasing
49. New luxury fibre?
.
Yak wool, which is warmer than sheep wool, might
be the next natural fibre to be taken up by fashion
designers.
50. New luxury fibre ?
. Yak wool, which is warmer than sheep wool, might
be the next natural fibre to be taken up by fashion
designers.
The Food and Agricultural Organization (FAO) has
run tests showing that yak wool is stronger but as
thin and fine as merino wool.
51. The birth of Mongolian
Noble fibre
The branding and marketing specialists on the
AMBDP team decided that these qualities were
worthy of a special name.
52. The birth of Mongolian
Noble fibre
The branding and marketing specialists on the
AMBDP team decided that these qualities were
worthy of a special name.
Terms like Royalty and Nobility sprang to mind as
effectively cashmere is the King of luxury fibres and
ultimately it was felt that the word Noble has an
intrinsic and powerful perceptual resonance with the
Mongolian environment, culture, history and
identity.
53. Visual Identity
Furthermore It was felt that a form of visual identity
akin to the Woolmark was necessary to compliment
the brand name
54. Visual Identity
Furthermore It was felt that a form of visual identity
akin to the Woolmark was necessary to compliment
the brand name
55. Visual Identity
This visual identity for Mongolian Noble Fibre is a
true collaboration between Mongolian and
European creatives. The brand mark or Roundel is a
distinctive rendering of the word “khan,” or king, in
an ornate form of the traditional Mongolian script. It
is balanced and elegant and its central spine even
resembles the combs used to harvest the hair from
the animals
56. Visual Identity
This visual identity for Mongolian Noble Fibre is a
true collaboration between Mongolian and
European creatives. The brand mark or Roundel is a
distinctive rendering of the word “khan,” or king, in
an ornate form of the traditional Mongolian script. It
is balanced and elegant and its central spine even
resembles the combs used to harvest the hair from
the animals
57. Mongolian Calligrapher
The mark was drawn especially for this purpose by
D. Batbayar, a legendary art professor in Mongolia
and the man who (literally) wrote the book on the
history of Mongolian writing and symbolism
58. European Design Studio
The labeling system that incorporates the mark was
designed by a Danish studio.
59. European Design Studio
The labeling system that incorporates the mark was
designed by a Danish studio.
62. Ingredient Brand
Certified Mongolian Noble Fibre is not intended to
be a stand alone brand rather what is termed an
‘ingredient brand’
63. Ingredient Brand
Certified Mongolian Noble Fibre is not intended to
be a stand alone brand rather what is termed an
‘ingredient brand’
It is designed to compliment the principle brand as
an endorsement, confirmation of provenance,
guarantee of quality and an assurance that the
product is made from 100% pure Mongolian
cashmere
64. Mongolian Pavilion
For anyone interested to see and feel some of the
products made from these ‘Noble Fibres’ and to
obtain more information then please visit the
Mongolian Pavilion in Hall 5F, Stands A 26, 28 and 30,
where representatives from several leading
Mongolian manufacturers, the Mongolian Cashmere
and Wool Assosciation and the Agriculture
Marketing, Branding and Development Project will
be there to welcome you.
