David Schwimmer Stars in Quince's Biggest Brand Campaign Yet, Chasing an
Elusive Red Cashmere Sweater Across New York City
TORONTO, Nov. 9, 2026 /CNW/ -- Everyone has the sweater David Schwimmer is searching for. Except David Schwimmer.
Today, Quince unveils The Red Sweater, its first-ever hero film and the centerpiece of its largest integrated brand campaign to date. Starring Schwimmer as himself, the 60-second film follows the actor on an increasingly absurd chase through New York City, where a seemingly endless parade of unexpected characters are all wearing the same thing: a Quince cashmere sweater in a striking new shade, Coulis Red. Arriving less than a year after Quince's January 2026 launch in Canada, the campaign is an important next step in building awareness and introducing Canadian consumers to the brand's personality.
The premise is playful, but the idea behind it is quintessentially Quince: exceptional quality should be for everyone.
For a brand that began with a cashmere sweater and a mission to make the nicest things in the world available to everyone, The Red Sweater marks a new chapter in how Quince brings its story to life. Its first major celebrity-led campaign pairs Schwimmer's unmistakable comedic sensibility with one of the brand's most recognizable products, transforming an everyday essential into an unexpected moment of entertainment.
"Quince started with a cashmere sweater and a simple belief: everyone deserves access to exceptional quality. That belief hasn't changed, but the way we tell our story is evolving," said Antonieta Moreland, VP, Brand, Quince. "We wanted to bring some humor and joy to the holiday season, and David was the perfect partner. He's genuinely funny, deeply collaborative, and was already a fan of Quince long before this campaign came together."
A Cashmere Classic Gets Its Main Character Moment
When Quince first launched in the U.S. in 2019, its Mongolian cashmere sweater challenged the longstanding assumption that fine materials and craftsmanship had to come with traditional luxury markups. Seven iterations later, the bestseller remains one of the clearest expressions of the brand's founding mission.
The Red Sweater builds on that legacy, introducing Coulis Red, a new colourway across a selection of Quince's 100% Mongolian cashmere styles.
Available beginning November 9 on Quince.ca and in the Quince app, the assortment includes:
- Women's 100% Mongolian Cashmere Oversized Crewneck Sweater: $165
- Men's 100% Mongolian Cashmere Crewneck: $85
David Schwimmer Joins the Chase
As it turns out, Schwimmer's relationship with Quince began well before the cameras started rolling: he was already a longtime customer, and he was wearing a Quince sweater during his first conversation with the team.
From there, he became closely involved in the creative process, from script development through final edit, helping shape a film that pairs his signature comedic timing with a playful premise that doesn't take itself too seriously.
"When Quince came to me with this idea, I thought it was really funny––after all, a red sweater and I go back a long way. This time, I'm chasing the sweater, and somehow everyone else has one. Even the dog. They didn't know this when they approached me, but I was already a huge fan of the brand. I don't understand how they make such great quality stuff at the prices they offer. And I loved how they found such a clever way to have some fun with it," said David Schwimmer.
The collaboration reflects Quince's approach to working with talent: finding authentic fans of the brand and building creative partnerships around a genuine connection to its products and mission.
Quince's Biggest Brand Campaign Yet
Premiering Monday, November 9, The Red Sweater is Quince's first major 360-degree activation across owned, earned, and paid channels.
The campaign debuts with the hero film on YouTube and a collaborative Instagram post from Schwimmer and Quince, supported by shorter edits across social, digital media, and connected television. The campaign will also appear across Quince's website, app, email, and social platforms, with a dedicated Canadian media buy bringing the campaign to audiences across the country.
"Since launching in Canada earlier this year, we've been focused on introducing Canadians to what makes Quince different. Bringing our largest brand campaign yet to this market is an exciting next step in that journey. It's an opportunity to reach new audiences, build greater familiarity with Quince, and show that while we're serious about exceptional quality and value, we don't take ourselves too seriously," said Bertilda Fernandes, Head of Marketing for Canada at Quince.
Timed to the holiday season, The Red Sweater brings a moment of humour and levity to one of retail's busiest periods, complementing Quince's broader holiday gifting offering while introducing new audiences to the brand.
With The Red Sweater, Quince is evolving how it tells its brand story, using entertainment and culture to carry the message through humour and recognizable talent. It is an approach that stays grounded in the mission the brand started with: making the nicest things in the world available to everyone.
The search ends here.
About Quince
Quince is a manufacturer-to-consumer technology platform on a mission to make the nicest things in the world available to everyone. Founded in 2019 and headquartered in San Francisco, Quince is reimagining traditional retail by using technology to connect consumers directly with world-class manufacturers, eliminating unnecessary markups and transforming how exceptional quality is made, delivered, and priced.
With more than 100 categories spanning cashmere, linen, leather, bedding, fine jewelry, and beyond, Quince delivers exceptional products at everyday prices typically 50 to 70 percent below comparable market prices, backed by a 365-day return policy. Today, Quince serves more than 32 million active customers across the United States, United Kingdom, and Canada, guided by one simple question: Why can't we all have nice things?
Media Contacts
Dakota Kate Isaacs
Head of Brand Strategy & Narrative, Quince
[email protected]
SOURCE Quince Canada
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