The Hard Reality of Building a Brand

The Gstaad Guy sits down with Greg Chait, founder of The Elder Statesman, to trace the unconventional path from throwing parties and collecting blankets to building one of fashion’s most distinctive luxury brands. Greg shares the origin story behind receiving his first cashmere blanket, discovering the power of yarn, and why leading with intuition, not trends, became the foundation of his creative philosophy. From early exposure to fashion to stumbling upon the identity that would define his brand, he reflects on living many lives before finding the one that felt right.

The conversation explores colour theory, self-expression, and becoming the first to put tie dye on cashmere, a move that reshaped perceptions of luxury as something playful, cosy, and deeply personal. Greg breaks down the evolution from blankets to ready-to-wear knitwear, expanding into womenswear, designing retail experiences, and building a brand with soul. They discuss value alignment, creative collaborations, customers turned partners, and the balance between being an artist and an operator. Along the way, Greg opens up about empathy, therapy, emotional overload, and how becoming a father reshaped his perspective on leadership and life.

Filmed at Casa Cipriani New York’s Premier River View Suite.

Chapters:

(00:00) Intro ✨

(00:40) Colton 👤✨

(01:26) Positive Luxury 🌿💎

(02:25) The Origin Story 📖✨

(03:50) First Exposure To Fashion 👗✨

(04:31) Discovering Number Nine 🔍9️⃣

(05:50) Being Gifted The First Cashmere Blanket 🎁🧣

(07:26) “It’s All About The Yarn” 🧶🎯

(08:23) Colour & Expression 🎨💬

(08:36) Close To Loro Piana 🤝🏻💎

(09:44) The Beauty In Imperfection 🌸⚡

(10:25) From Blankets To Ready-To-Wear Knitwear 🧣➡️👕

(12:42) Maxfield LA 🏙️🛍️

(18:45) Figuring Out The Right Path 🧭✨

(24:04) Value Alignment 🤝🏻🤝🎯

(25:31) Expanding Into Womenswear 👩👗

(26:32) Tie Dye On Cashmere 🌈🧣

(27:03) Stumbling Upon The Elder Statesman 🍀✨

(30:40) Designing The Retail Experience 🏬🎨

(34:20) Upcycled Teddy Bear & Home Goods 🧸♻️

(36:06) The Early Days of The Elder Statesman 🌱📖

(36:55) Building An Identity Takes Time ⏳🧬

(48:20) Behind The Name: The Elder Statesman 🔍🎩✨

(44:29) Some Things Stay Behind The Scenes 🎬🔒

(43:05) If You Know, You Know 👀🤫

(45:05) “The Brand Has Soul” ❤️✨

(46:45) Spectrum Of Collaborations 🌈🤝🏻

(47:56) Being A Creative & An Operator 🎨⚙️

(49:26) Customers Turned Partners 🤝🏻💼

(50:42) What Seems Right For The Business vs. Yourself ⚖️🧠

(54:04) The Beauty Of Being A Founder 👑🌱

(55:40) Empathy 🤍🤝🏻

(56:06) Being A Father 👨‍👧❤️

(58:03) The Next Phase Of The Brand 🚀✨

(1:00:56) Urban & Resort Customers 🏙️🏖️

(1:03:00) Playful Luxury 🎈💎

(1:05:18) There Is No Easy Path To Success 🧗‍♂️🏆

(1:07:28) We’re Emotionally Overloaded 🧠⚡

(1:09:14) Therapy 🛋️💬

(1:11:13) À La Poubelle vs. Fantastique 🗑️✨

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.