Fit For A King: Loro Piana Refines The Value Of Luxury With Its New Initiative Certified By Aura Blockchain Co...

Photo Credit: Courtesy of Loro Piana

FIT FOR A KING

Loro Piana is redefining the value of premium luxury with its new authenticity and traceability initiative certified by Aura Blockchain Consortium. 

Photo Credit: Courtesy of Loro Piana

Loro Piana is the epitome of an ‘if you know, you know’ type of luxury brand. It is a brand dedicated to quintessential quality and unparalleled excellence; thus, when one invests in Loro Piana, one understands the inherent value, ultimately developing an emotional connection to that piece. 

Timed to the highly-anticipated opening of its new Palo Alto concept store, Loro Piana revealed its latest initiative with the Aura Blockchain Consortium, which was founded with the mission to communicate authenticity, responsible sourcing, and sustainability in a secure digital format within the luxury community. Loro Piana’s new authenticity and traceability service allows its clientele to fully immerse themselves in the intricate world of Loro Piana’s production and its most precious fibers, including The Gift of Kings®. 

Photo Credit: Courtesy of Loro Piana

“Loro Piana is a love story,” explains Giulio Bergamaschi, the Strategic Missions Director at Loro Piana. “We are in love with the fibers that we produce at Loro Piana — one of those being The Gift of Kings®, our dearest fiber. It is the thinnest wool in the world from the Merino sheep, measuring at just 12 microns (for reference, our hair is 60 microns), and took over 30 years to perfect.” In fact, The Gift of Kings® got its name from kings in Holland, England, and France who were gifting the world’s most delicate fibers as the most luxurious, honorable gift. 

Photo Credit: Courtesy of Loro Piana

Today, Loro Piana gives the gift of traceability to its client. “We achieve this emotional sensation of owning a Loro Piana piece by controlling the value chain, from fiber selection and creating to elevating the fibers into a masterpiece. At the same time as we control the chain and innovation, we are enhancing and preserving nature,” notes Bergamaschi. The integration of the blockchain with a QR code into Loro Piana’s rich heritage of storytelling allows clients to be a part of the journey in understanding the steps of production, to get the opportunity of services of authentication and ownership, and ultimately, to transmit the “know-how” to the next generation. 

Photo Credit: Courtesy of Loro Piana

Last week, Loro Piana introduced a limited and numbered series of The Gift of Kings® garments exclusive to the new Palo Alto store that will include a unique NFT created by artist Charlotte Taylor upon purchase. Once purchased, customers will scan a QR code to verify the authenticity and traceability of the item’s origin, as well as view its unique story from farm to consumer through its digital certification service.