Text: Lucie KrůčkováPhoto: Ilja Hubálek
In the world of fashion and high-quality garments, Loro Piana firmly holds the position of a top player. Although it has evolved over its near-century of existence, its guiding principles have remained unchanged. This is no fairy tale but the story of a family that has passed down a love of the textile craft and a reverence for quality raw materials from one generation to the next. Let us take a look at how Loro Piana began and what led it to its current place at the peak of the garment industry.
In fact, it is an inspiration for us all. The fact that Loro Piana ranks among the world's leading fashion brands today is the result of many years of steady work. Nothing happened overnight. No miracle was required. The story of this company began to be written in 1924 in northern Italy, and since then six generations of the Loro Piana family have stood at its helm.
It cannot be done without quality raw materials
Loro Piana focuses on high-quality woollen and cashmere fabrics. From the very beginning, the company has concentrated on finding sources of the finest materials available. And it has not hesitated to travel the whole planet in search of them. It obtains the best wool from the slopes of New Zealand and Australia, while for cashmere it travels to Mongolia. There, in fact, it has access to the best sources in the world.
It continually supports the producers of raw wool and cashmere
In its effort to secure the finest sources of natural raw materials for its fabrics, Loro Piana goes a step further than most manufacturers. It does not stop at simply purchasing the raw material; it supports local breeders throughout the entire duration of the collaboration. It helps them with development, with improving the quality of animal care, and with education. It teaches them that the way the animals are kept, what they are fed, and how they are handled all matter. It motivates breeders to improve the animals' living conditions, thereby improving the quality of the wool itself.
The bale of the finest wool is always rewarded
For years, Loro Piana has been buying up 30 to 50 bales of the finest wool of the given year. The total number of bales sold annually, incidentally, runs to around four million. As further motivation for breeders, Loro Piana has for more than 20 years organised the annual Record Bale competition. In it, the best and finest wool is selected, and the breeder from whose farm the wool comes receives a prize and great prestige. The countries of origin of the winning wool alternate. Sometimes it is New Zealand, at other times Tasmania. The latest record stands at a wool fibre measuring just 10.3 microns. For comparison, a human hair is 75 microns thick.
The second pillar of success is the emphasis on craftsmanship
All the fabrics coming from the Loro Piana workshops are made in Italy, in the Piedmont region. The region has a great tradition in wool processing, and Loro Piana has drawn on it throughout its existence. There is plenty of good-quality water needed for production and plenty of skilled people too. Loro Piana ranks among the Italian patrons. It draws on traditional craftsmanship, complementing it with modern approaches, and so provides a stable livelihood to local people.
Natural fabrics enhanced by modern processes
Although Loro Piana prides itself on purely natural materials, it does not forget about modern innovation. One such innovation is functional membranes, which give certain fabrics additional uses. The fabrics then become resistant to water and wind and can be used for garments designed for unfavourable weather.
The year 2015 brought great changes to Loro Piana
Until 2015, the company was headed by two brothers from the Loro Piana family. After the passing of one of them, the other brother decided to sell the majority stake in the company and entrusted the family jewel to capable hands. The new majority owner became LVMH (Moët Hennessy Louis Vuitton SA), a French conglomerate that is today the most powerful fashion company in Europe and perhaps in the whole world.
The division of Loro Piana into two separate units
Loro Piana split its activities into two separate entities. The Loro Piana "ready to wear" division, based in Milan, focuses on casual clothing. Its portfolio includes men's and women's leisure collections. They make jackets, trousers, blazers and jumpers. You will not, however, find classic suits in Loro Piana stores.
The second is the fabrics division, which covers woven fabrics for clothing, interior textiles, and also yarn for knitwear. Mr Pier Luigi Loro Piana has remained active within this division. The family tradition has thus been preserved. Mr Loro Piana still holds an ownership stake in the division and represents the company externally. The brand draws on his wealth of experience and fresh ideas.
Sustainability is not just a buzzword for Loro Piana
At present, many companies are turning to ecology and shifting their production toward sustainability. Loro Piana need not take such steps, because sustainability runs through its entire existence like a red thread. It is, really, only natural. Better natural raw materials can only be obtained through a sensitive approach. And the sources will not run dry if you look after them well. That is why Loro Piana places emphasis on a careful approach to nature and its resources — whether the animals that provide the wool and cashmere, or the water sources used in textile production.
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