QIVIUT & CO is developing the "new cashmere"​ for the 21st century by commercialising for the first time the unique and amazing natural fibre of the arctic Musk Ox, a fibre that is softer than cashmere and eight times warmer than wool. Musk Ox survived the Ice Age and thrive in the most inhospitable climates on Earth in Alaska, Northern Canada, Greenland and Siberia because of the phenomenal thermal capability of their body hair. Their prized inner hair, known as qiviut ("KIV-ee-uht"​), derives its cloud-like softness from the unsurpassed fineness of each strand (11-17 microns vs 17-22 microns for cashmere). As traditional cashmere has become less and less exclusive and delivered in widely varying quality, this makes qiviut the ideal and legitimately exclusive fibre for the next generation of luxury apparel and accessories.