Oui Group Launches 18Ply: A Quiet Luxury Knitwear Brand

Introduction

Oui Gruppe GmbH & Co. KG recently announced the launch of 18Ply – a knitter’s project. It’s a knitwear brand with a strong focus on quiet luxury and fine cashmere. The label will enter the market for the Autumn/Winter 2027/28 season, as announced on 13 October 2026. The orders will start getting accepted in January 2027 as per the reports. It’s an expansion of Oui Group’s portfolio, prioritising how the fashion businesses can turn into a specialised brand. 

What Happened?

Oui Group expands fashion portfolio with 18Ply. The label is built around contemporary designs, craftsmanship and premium materials. The brand focuses on providing quiet luxury. A special emphasis is given to its texture, materials, and finishing. The first collection includes five distinct product themes: Soul and Surface, Soft Essentials, Heritage Code, Crafted Color and Colour in Motion. These themes give different design directions. 

As per FashionUnited’s Report, the collection retail prices range from €199 to €399. The cost of selected products may be up to €650. 18Ply falls under the premium knitwear segment. Joseph Gottesdiener, one of the members of Oui Group’s management board, mentioned that knitting is a family business’s heritage. 

By launching 18Ply, the company aims to apply its expertise to a contemporary collection with a unique identity. Moreover, 18Ply comes with an individualistic brand identity and sales structure. 18Ply’s retail focus includes Munich, Düsseldorf, and Hamburg in Germany; Vienna and Zurich; and international fashion markets such as London, Paris, Amsterdam, and New York.

Key Highlights

Company: Oui Gruppe GmbH & Co. KG

New brand: 18Ply – a knitter’s project

Announcement: 13 October 2026

Category: Premium knitwear

Key material: Fine cashmere yarns

Brand positioning: Quiet luxury, craftsmanship, and contemporary design

Collection themes: Five distinct design categories

Core retail prices: €199–€399

Selected product prices: Up to €650

Order opening: January 2027

Planned market launch: Autumn/Winter 2027/28

18Ply’s Premium Brand Strategy: Key Lessons for Fashion D2C Brands 

Specialized Brands Focus on Category Positioning 

18Ply is an example of how fashion D2C brands can also place their labels with distinctive positioning, pricing, and communication to target a specific audience.

Quiet Luxury Creates a Distinct Brand Identity 

18Ply’s luxury approach shows how D2C brands helps in building recognition  using silhouettes, quality materials along with same design instead of visible logos. 

Material Quality Leads Premium Pricing

18Ply has a special focus on texture, cashmere, along with craftsmanship. Other D2C brands helps in justifying premium pricing by choosing fabric construction, quality, and finishing.

Independent Brand Identity Leads Focused Growth 

18Ply comes with a distinctive identity making Oui Group get new customers without brand positioning getting changed. Moreover, this approach needs investment in distribution, marketing, and customer acquisition. 

About Oui Group

Oui Gruppe GmbH & Co. KG is a family-owned clothing company popular for knitwear expertise & fashion business. The company’s portfolio is now expanding with 18Ply, which is a new label build on heritage while focusing on the premium contemporary knitwear market. 

What Happens Next?

Orders for 18Ply’s debut collection will be open for sale in January 2027. The brand will be entering the market for the Autumn/Winter 2027/28 season. It will be available in selected retail outlets in Germany, along with international fashion centres. In the meantime, explore NineE to get some stylish sweaters inspiration. 

Sources:

1. FashionUnited UK – 18Ply: Oui Group launches new knitwear brand

2. FashionUnited US – 18Ply: Oui Group launches new knitwear brand