A wild feud has broken out between two popular direct-to-consumer cashmere brands — and it’s escalating by the minute.
The apparent battle is between Quince, a clothing brand that focuses on creating high-quality clothing at an extremely affordable price, and Naadam, a sustainable cashmere brand that “sources directly from Mongolian pastoral communities.”
Most notably, the brands both make cozy sweaters in a variety of different colors and styles, with Nadaam’s prices starting at $98 for a knit, while Quince’s starting at $50.
It all started when Quince posted an infographic on some of their product pages comparing its quality to the likes of Naadam, Jenni Kayne and Rag & Bone.
The apparent feud is between two direct-to-consumer cashmere brands, Quince and Naadam
It all seemed to start when Naadam heard some of Quince’s ads, including this targeted ad that read: ‘Just like Naadam, without the price tag’
On Quince’s website they also have an infographic in which they compare themselves to other brands, such as Naadam and Jenni Kayne
Labeled ‘non-comparable’, the infographic claims to have collected competitor information in January 2024, stating how quince is made from ‘100% premium Mongolian cashmere’ – while claiming Naadam and other competitors are not.
Naadam also seemed to catch wind of Quince producing targeted ads on Instagram that read, “Just like Naadam, without the price tag.”
So, in true competitive fashion, Naadam decided to take the feud to the next level.
On February 22, the brand posted a screenshot of Quince’s targeted ads to their Instagram, accompanied by a video of the viral meme from the TV show Good Luck Charlie, showing a shrugging and confused-looking little girl.
That same day, the company also posted a comparison chart between the two brands that looked very similar to the one Quince had on their website.
Naadam wrote categories like “hot,” “funny” and “great dancer” on the card, giving Quince an “X” in every grade.
The brand then also posted a few more photos to their grid – one featuring an alleged ‘illustrative order’ Quince placed on Naadam’s website, and one featuring a popular meme featuring a tired-looking Charlie Day from the sitcom Always Sunny In Philadelphia who was standing in line. front of a notice board covered with papers.
The cashmere brand edited the meme with the caption “Quince when Naadam launches a new product,” calling Day the “Quince CEO.”
On Naadam’s Instagram page, they posted a series of posts poking fun at their competitors, such as this similar-looking infographic with the caption: ‘We would win on the dance floor’
The brand also posted an alleged “illustrative order” that Quince placed on Naadam’s website
Naadam also created a popular meme featuring a tired-looking Charlie Day from the sitcom Always Sunny In Philadelphia, standing in front of a bulletin board covered in papers.
However, it seems that this dispute is not as serious as it seems – at least in Naadam’s eyes.
In a statement to DailyMail.com, Naadam’s CEO and co-founder Matthew Scanlan said they just wanted to “have some fun” in light of the situation.
“Our only goal with this Quince v. Naadam thing was to have some fun,” Scanlan told DailyMail.com.
“At the end of the day, we didn’t care and really didn’t care about Quince or their marketing.
‘As an entrepreneur, I think what they’re building is pretty cool and I’m happy to see them succeed. But I saw an opportunity to have some fun and tease them a little.
‘The whole exercise was immature, but that was the point. We wanted to illuminate the obvious absurdity, so we acted like ‘Mean Girls’… and we had fun doing it.”
Quince has not responded to Naadam on social media, but a representative for the brand told DailyMail.com: ‘We at Quince are very focused on continuing to deliver the highest quality of affordable luxury basics, while challenging the idea that beautiful things should cost a cent. lot.
“Part of our brand ethos is to educate consumers and empower them to make the best purchasing decisions.”
In the comments section of Naadam’s various Instagram posts, many users also weighed in, with some finding the graphics hilarious.
“So what you’re saying is… They started it. And they tried to give it out but couldn’t take it back? So happy to be warm and cozy in my Naadam sweaters,” one Instagram user wrote.
The two brands sell a number of similar items, such as these two black cashmere crew neck sweaters. Quince’s (left) retails for $50, while Naadam’s (right) retails for $98
In the comments section of Naadam’s multiple Instagram posts, some came to his defense while others shook their heads at all the ‘negativity’
Another agreed: ‘All my Naadam cashmere is MUCH nicer than any quince pieces I have. Thicker, holds the shape better. Quince is half as thick and not flattering.’
“You guys chose violence today and I’m here for LOL,” someone else wrote.
One user praised: ‘Importantly, the inclusivity of your size is also much better (although I hope passing a 3X is also on the horizon!).’
Others, however, all but shake their heads at the ‘negativity’.
“Love Naadam AND Quince, don’t like this negativity from Naadam. There is plenty of room on the market for both brands. Mute until this marketing campaign is complete,” one person wrote in response.
Someone else agreed: ‘It’s not a good idea to attack other companies. I like both brands for different things, but don’t like negativity!’
“I like both brands,” one person complained. ‘Both are AMAZING. But why would you choose to post every petty argument/attack on social media? What happens between your company and another is none of our business. We don’t have to choose sides. We are customers. We are here for the experience of the brand and the quality clothing. Don’t involve us. Pettiness doesn’t look good on either of you.’
However, it looks like the feud might end with Naadam as they haven’t posted any memes since Friday.
