The History of Loro Piana: A Century of Tradition and Pursuit of Excellence

The history of Loro Piana is not just the story of a successful brand but a journey through the ages, filled with a passion for quality and a deep respect for heritage.

It all began in the early 19th century when the Loro Piana family was involved in the wool trade in the Triuggio region of northern Italy. At the time, wool was not only an essential material for textile production but also a symbol of status. The family’s ancestors were true artisans in sourcing and processing the finest fibers, laying the foundation for their future reputation.

The official history of the company began in 1924 when Pietro Loro Piana established a textile mill in Quarona, a small town in the province of Vercelli. This area of Italy was renowned for its textile traditions, and the factory’s location in the heart of the region was a strategic choice.

Initially, the company specialized in producing fabrics of the highest quality wool for Europe’s elite tailors. Customers valued not only the textures but also the remarkable durability and softness of the materials. By the 1940s, Loro Piana had gained a reputation as one of Italy’s finest wool suppliers.

After World War II, as the global economy began to recover, the company made significant investments in new technologies and expanded its production. Under the leadership of Franco Loro Piana, Pietro’s nephew, the brand focused on sourcing and acquiring the rarest types of wool:

• Merino Wool: Loro Piana established relationships with the best sheep farmers in Australia and New Zealand, procuring ultra-fine fibers.

• Cashmere: The company partnered with Mongolian herders, where traditions of goat farming have been preserved for centuries.

Franco Loro Piana introduced unique quality standards that allowed the company to expand into international markets. By the 1970s, the brand was working with leading fashion houses and began designing its own ready-to-wear collections.

Until the 1980s, Loro Piana was known exclusively as a supplier of premium fabrics. However, in 1985, the brand launched its first line of ready-to-wear clothing, marking a new chapter in its evolution. These collections embodied elegance and comfort. Coats, sweaters, and scarves by Loro Piana combined minimalist design with the highest craftsmanship, immediately attracting the global elite.

In the 1990s, Loro Piana secured exclusive rights to produce fabrics from vicuña wool — one of the rarest materials in the world, sourced in South America. Vicunas, relatives of llamas, live in the high-altitude regions of the Andes, and their wool is prized for its unparalleled softness and warmth.

• Vicunas can only be shorn once every two years, making their wool one of the rarest and most expensive in the world.

• Loro Piana not only uses this material but also actively participates in programs to protect these animals, underscoring the brand’s commitment to sustainable development.

In 2013, Loro Piana became part of the LVMH Group, one of the largest players in the luxury industry. This move allowed the brand to enter new markets and strengthen its position in the luxury segment. However, management of the company remains in the hands of family members, preserving its spirit of tradition.

Over the course of a century, the brand has grown from a small family business into a symbol of absolute quality. Loro Piana continues to explore the world in search of rare materials, improve its technologies, and maintain close ties with local farming communities.

• Today, the brand’s products are showcased in over 150 boutiques worldwide.

• The collections include not only clothing but also accessories, home goods, and even exclusive yacht fabrics.

The story of Loro Piana is the story of a family that has managed to preserve its values, respect for nature, and passion for craftsmanship, despite the global changes in the world of fashion and technology.

Anton doesn’t have extensive experience with the brand but has had some noteworthy encounters. His interest in the brand was recently reignited during a visit to the Loro Piana store in Milan. He was immediately struck by the quality and understated luxury the brand exudes—qualities that invite admiration and a desire to be part of its world.

However, not all experiences have been positive. During a visit to the same store last year with a client, an employee’s unprofessional behavior left an unpleasant impression on both Anton and his client. Despite this, Anton remains hopeful that such incidents are rare and that the employee has since adjusted their approach.