Beneath the vast, windswept skies of the rippling Mongolian steppes, a centuries-old way of life continues. Here, nomadic herders move with the rhythm of the seasons, tending to their cashmere goats in one of the world’s harshest climates. The land is as unforgiving as it is beautiful, demanding resilience, adaptability and deep respect for nature. It is from this landscape that Oyuna draws its inspiration – not only for its textiles, but for a philosophy that embraces movement, sustainability and the interconnectedness of all things.

Founded by Oyuna Tserendorj, a designer born and raised in Mongolia, the brand is a bridge between tradition and modernity. Every thread in an Oyuna piece carries the spirit of the nomadic lifestyle; the raw beauty of the land, the skill of the herders and the artistry of ancient craftsmanship. From garments to home textiles, such as the exquisite Esra Soft Gray Throw and Daya Travel Throw, Oyuna creates pieces that honor the land, people and processes that shape them, forming a continuous cycle – what the brand calls The Circle.

A Philosophy Rooted in The Circle

The Circle is a guiding philosophy that reflects the cyclical nature of life, materials and design. Inspired by Mongolia’s boundless landscapes, where nothing exists in isolation, The Circle represents sustainability, renewal and the infinite connection between nature and human creativity. The journey of each Oyuna piece begins with the herders, whose deep knowledge of the land and their animals has been passed down through generations.

The Circle also acknowledges the responsibility of returning materials to the earth or reintroducing them into new cycles of use. Oyuna ensures that its textiles remain part of a greater system, one that values durability, repurposing and conscious consumption over disposability. As Oyuna Tserendorj herself says, “we want to be part of a sustainability journey that would preserve the unique beauty of Mongolia for generations to come.”

Honoring Mongolia’s Nomadic Heritage Sustainably

Mongolia’s extreme climate produces some of the world’s finest cashmere and fibers that are incredibly soft, warm and durable. Yet, beyond its luxurious qualities, cashmere is a cornerstone of nomadic life. It sustains entire communities, shapes cultural traditions and forms an essential part of the country’s identity. Oyuna works closely with Mongolian herding families, ensuring that the cashmere they source is obtained responsibly, with ethical treatment of both animals and the environment. This means working within the natural cycles of the land – promoting responsible grazing, biodiversity and sustainable herding practices that prevent habitat degradation.

Oyuna states that, “Mongolian herding communities face several significant challenges today. They are experiencing climate change impacts such as harsh winters – dzud in Mongolian, leading to difficulties in providing feed for their livestock. Pasture degradation in some areas due to overgrazing leads to another layer of challenge. There's a risk of losing traditional herding practices as younger generations migrate to urban areas.”

By forging direct relationships with herders and investing in long-term collaborations, the brand plays an active role in protecting both Mongolia’s ecosystems and its cultural heritage. Each piece is designed for longevity rather than trends, encouraging slow consumption and reducing waste. As part of its dedication to ethical and sustainable cashmere, Oyuna partners with the Sustainable Fibre Alliance (SFA), a non-profit organization that promotes global sustainability standards for cashmere. She says, “we contribute to annual sustainability awards for herders through the SFA, recognizing their efforts in sustainable production practices. We support SFA's educational programs for young herders and school-leavers, reinforcing sustainable practices and preserving traditional knowledge.” The SFA works to restore Mongolia’s fragile grasslands, which have been threatened by overgrazing and climate change, while also transforming the complex cashmere supply chain. By supporting responsible herding practices and advocating for fair treatment across all levels of production, from nomadic herders to global retailers, the SFA ensures that the industry moves towards a more regenerative future.

The Craft of Cashmere

Once the raw fibers are hand-combed from the goats, the cashmere undergoes a meticulous transformation. It is spun, dyed and woven into textiles that will eventually be beloved by the user. Traditional handcrafting techniques blend seamlessly with modern innovation, resulting in textiles that are both contemporary and classic. Oyuna’s collections are defined by clean lines, fluid forms and a thoughtful approach to design. By choosing quality over quantity and embracing a circular mindset, Oyuna challenges the traditional model of textile production. Each piece is an extension of the nomadic way of life.

This is a brand that looks to the future. Oyuna says, “inspired by the concept of circularity, we are exploring ways to adopt regenerative systems where nothing goes to waste, mirroring nature’s cycles. Looking ahead, we are committed to evolving as a leader in sustainable cashmere. This will include initiatives like rangeland restoration and biodiversity conservation, which aim to protect Mongolia’s fragile ecosystems and empower herding communities.” The brand’s minimalist aesthetic is intentional. Instead of fleeting trends, Oyuna focuses on creating pieces that stand the test of time, both in their durability and their quiet, understated elegance. From the nomadic herders of the steppes to the weavers and artisans who shape the textiles, the wearer who cherishes them to the eventual return of materials to the earth – Oyuna is a continuous story of movement, connection and purpose.

Discover Oyuna throws at the WLLW Shop.

Photography: Oyuna