Despite its lack of obvious branding or flashy colors, the Loro Piana aesthetic is unmistakable. With the help of shows like "Succession," the Loro Piana style has become widely recognized. You might have seen Gwyneth Paltrow wearing Loro Piana in court last year, or noticed it on celebrities like David Beckham and Oprah Winfrey. Loro Piana was founded in 1924 in Quarona, a town in the Italian region of Piedmont, by engineer Pietro Loro Piana. He hailed from a family of merchants dedicated to "exploring the world for the most precious raw materials and engineering them into beautiful garments. In the 1960s, under the leadership of Pietro’s grandson, Franco Loro Piana, the company began producing fabric and exporting it throughout Europe, America, and Japan. In the 1980s, the next generation, brothers Sergio and Pier Luigi Loro Piana, expanded the business to include ready-to-wear clothing. In 1994, Loro Piana introduced a groundbreaking waterproof treatment for cashmere and wool known as Storm System. This cloth is so highly esteemed that it frequently boasts its own label alongside various prestigious brands. Storm System has been a game changer, allowing overcoats to feel luxurious while effectively repelling rain.
Loro Piana is enhancing its emphasis on material and sourcing. Its latest offerings include products made from undyed dark merino wool, known as Pecora Nera, which is sourced from a farm in New Zealand, as well as Cheviot wool, a historic variety from Scotland. The unbranded Walk slip-ons, with their rubber soles, have quietly become a symbol among tech billionaires and art dealers alike. The Dot Sole moccasins from Loro Piana have suede uppers with water-repellent properties. Detailed with My Charm tassels, they have pebbled soles and soft heel counters.
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