What to buy:
Essential Sweater, available in v-neck or crew, $75
Naadam is a cashmere startup that manages to blend low prices, luxury-level quality, and ethical practices well. The company's $75 Essential Cashmere Sweater is the real standout — and it was one of the best surprises of 2018 for me. The cashmere is thick, heavenly soft, and worth much more than its $75 price tag.
Naadam is also a good gift for those who want to support "better business." They use 100% clean energy to power production facilities, don't use toxic chemicals, invest in more sustainable grazing practices, and fund better vaccination programs for healthier goats.
If they're sold out, another good (though slightly more expensive) equivalent is Everlane, known for its transparent business and $100 cashmere sweaters.