LIT Communication has been appointed to handle the PR for the second-hand cashmere brand, Nearly New Cashmere Co. LIT Communication is supporting Nearly New Cashmere Co with a tailor-made digital PR strategy and media relations to help grow the digital presence of its eCommerce store. It will also be raising awareness on a local and regional level for the fashion company’s physical retail store in Masham, Yorkshire Dales and its busy schedule of pop-up events. Nearly New Cashmere Co was founded in 2015 by Alison Orr after she decided to pursue her passion for second-hand buying and selling. Now, the sustainable fashion retailer has a growing team and continuously finds innovative new ways to restore and recycle discarded 100% cashmere that would otherwise face a future in landfill, transforming them into high-quality, unique cashmere pieces.