Quince casts David Schwimmer in The Red Sweater, its biggest campaign, with a $129.90 Coulis Red cashmere jumper

Key Takeaways

• Quince has launched The Red Sweater, a 60-second film starring David Schwimmer and its largest integrated brand campaign to date.

• Schwimmer plays himself chasing a red sweater through New York City while a parade of strangers, and even a dog, all wear the same Quince cashmere.

• The campaign launches a limited Coulis Red colourway across select 100% Mongolian cashmere styles, from $129.90 or £110 for the women's oversized crewneck and $69.90 or £60 for the men's crewneck.

• The film launched on 9 November on YouTube and Instagram, with shorter edits across social, digital and connected TV, and paid media in the US, Canada and the UK.

Quince has launched The Red Sweater, its first hero film and largest integrated brand campaign so far, by casting David Schwimmer in a 60-second chase through New York City in search of a single red cashmere jumper. The joke will land instantly with anyone who watched Friends, since the most famous red sweater in sitcom history belonged to Ross Geller, and Quince has built its biggest festive push around giving the actor who played him another one to lose.

The campaign also introduces Coulis Red, a new limited colourway across select Mongolian cashmere styles. For a company that began with a single affordable cashmere sweater, putting a sweater at the centre of its first celebrity-led campaign is a tidy way of telling its origin story to people in the UK and Canada who may be meeting the brand for the first time.

Quince's The Red Sweater film follows David Schwimmer through New York to launch the Coulis Red cashmere colourway

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In the film Schwimmer plays himself on what Quince calls an increasingly absurd chase, in which every character he passes is wearing the same Quince cashmere sweater in Coulis Red, while the one he wants keeps slipping out of reach. Schwimmer was involved from script development through to the final edit, according to Quince, and he says he was already a customer before the brand approached him, adding that "I don't understand how they make such great quality stuff at the prices they offer."

The colourway is available from 9th November on Quince's website and app, with the Women's 100% Mongolian Cashmere Oversized Crewneck Sweater at $129.90 in the US and £110 in the UK, while the Men's 100% Mongolian Cashmere Crewneck costs $69.90 or £60. The hero film debuted on YouTube and in a joint Instagram post between Schwimmer and Quince, and shorter edits are running across social, digital and connected TV, supported by paid media in the US, Canada and the UK, where this is Quince's first festive season since it launched there in October.

Antonieta Moreland, VP of brand at Quince, said that "We wanted to bring some humor and joy to the holiday season, and David was the perfect partner." She added that the actor is "genuinely funny, deeply collaborative, and was already a fan of Quince long before this campaign came together", which explains why the brand has leaned on the shared history of the sweater rather than simply placing a famous face in its clothes.

The launch was teased on 6th November, when Quince posted Schwimmer riding a scooter through New York in a red sweater with the caption "Something is coming 11.9", which gave fans of the sitcom three days to work out what the jumper was about before the film arrived.

Quince started with a $50 cashmere sweater in 2019 and passed $1 billion in revenue in 2025

The sweater reference goes back to the eighth season of Friends and the episode known as The One With the Red Sweater, which aired in October 2001, when Ross claimed a red sweater found in Rachel's apartment and so revealed that he was the father of her baby. Schwimmer has used that kind of affectionate self-reference in advertising before, as in the February 2024 Uber Eats Super Bowl ad that reunited him with Jennifer Aniston, and British viewers will also remember him touring the country in a camper van for TSB, a campaign that launched at the end of 2020.

Quince was founded in San Francisco in 2019 and launched with a $50 Mongolian cashmere sweater, which became the product that defined its manufacturer-to-consumer model of selling directly from factories at prices it says are typically 50 to 70% below comparable products. That model has grown quickly, as Quince raised $500 million at a $10.1 billion valuation in March 2026 after revenue passed $1 billion in 2025, and it now reports more than 32 million active customers across the US, the UK and Canada.

Quince launched in Canada in January 2026 and then arrived in the UK in October, its first market beyond North America, which means the Schwimmer film is effectively an introduction for two new audiences during the year's most competitive shopping season of the year. The brand's only earlier celebrity tie-in was a January 2026 collaboration with A$AP Rocky on a co-branded vinyl and T-shirt.

Turning a well-known pop culture moment into a product launch is a familiar route for brands, and it recalls Deliveroo getting Cheryl to recreate her 2009 pint of milk meme, where the celebrity revisited her own famous moment instead of playing a new character.

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