Loro Piana: shoes, clothes, suits, down jackets, jackets, yarns, textiles. Company history, fashion, style, collections

The Loro Piana trademark is a world famous brand in shoes, clothes, accessories, and interior items. The exclusive limited edition products of this company are always popular. Made from the highest quality materials, the products of its production belong to luxury goods.

Loro Piana history

The well-known company Loro Piana has almost a century of history. The company was founded in 1924 by engineer Pier Loro Piana in the textile region of the Italian city of Trivero. Having inherited a weaving manufactory, he organized his own company for the production of woolen fabrics. During the Second World War, his brother's son Franco Loro Piana began to work with him.

After the war, the factory took the leading place in the country in the production of clothing. At this time, the textile industry is developing rapidly, and fierce competition in the sales market is growing. It is Piana's struggle for the highest quality of its products that makes its fabrics popular all over the world. The main purchase is made by the countries of Asia, Europe and America.

In 1970 the company was headed by the sixth generation of the family of the same name - Sergio and his brother Pier Luigi Loro Piana. They continued to make woolen fabrics. For production, they purchase very high quality wool. This indicator is directly related to the thickness of the thread. The thinner the hair of the animal's hair, the better the fabric is obtained from it.

The company uses sheep and goat wool all over the world, in countries such as:

1. Australia.
2. Tasmania.
3. New Zealand.
4. China.
5. Mongolia.

The enterprise concludes contracts with suppliers from China, Mongolia, India. The climatic conditions in these countries allow the breeding of valuable breeds of cashmere goats. Merino wool is purchased in Tasmania, which is distinguished by exceptional strength qualities. The fiber is very thin and strong, long and very light.

The brand has achieved the exclusive right to obtain raw materials from vicuna wool. It is a species of llama that is found only in the mountains of South America. Garments made from the fur of these animals were known to the ancient Incas. Such things were very valuable, and only the leaders wore them.

In the early 1990s, the company established a nature reserve in Peru, where there were 5,000 vicuñas. The animals were taken under the protection of the company, but now the number of such llamas has tripled. When extracting production material, not a single animal suffers. The wool from them is combed out with special devices and goes to production.

In the world market, a kilogram of vicuna wool costs more than $ 1000. To do this, you need to cut at least 5 llamas. The fabric is not available for sale in stores. It is bought by Model Houses, where they make exclusive products. A meter of such fabric costs more than $ 3000. Loro Piana's factories process 6,000-8,000 kg of vicuna wool per year.

The production capacity is also worth mentioning. By the end of the last century, Loro Piana had grown into a huge corporation for the production of natural wool fabrics. Now she owns 10 factories in various parts of the world. The period of the first heyday of the company's popularity falls on the second half of the last century.

Together with other well-known companies, Loro Piana financed sporting events in the 1980s. These are mainly sea regattas and horse races. Later, she will focus on improving the quality of sportswear. In the 90s, the brand begins to produce clothes from its own fabrics.

Brand boutiques are opening all over the world. Today their number is over 130 stores.

Loro Piana is a renowned manufacturer of footwear, clothing, suits all over the world. The French empire LVMN in 2013 bought most of the shares of Loro Piana (80%). LVMN is confident that Piana has great potential. Sergio Loro Piana died in the same year, but his life's work is flourishing.

Product Features

Loro Piana (clothing of this brand is presented in the "Premium" segment) is a company that has made the quality level of its products the main criterion for its production. The products of the company are made with such care and scrupulousness that they are considered a true benchmark in the textile industry. Each operation in the production of products undergoes multiple test checks.

Mandatory step-by-step control undergoes such processes as:

• Purchase of raw materials.
• Weaving.
• Finished garment sewing and sale.

You can also pay attention to the special attitude of the company owners towards their suppliers. Loro Piana finances the improvement of the quality of purchased raw materials - communicates with sheep breeders, convincing them to create the necessary conditions to improve the structure of the sheep's wool (the thinner the hair, the more valuable the product).

Some activities should be listed, thanks to which the factory can rightfully set the highest prices for its products:

• The company holds annual international competitions to determine the fineness of the wool removed from the animal. The winner who has reduced the previous fineness score is awarded a solid prize.
• The brand controls the delivery of raw materials to the factory. Monitors compliance with the required parameters of temperature and humidity of the transported products.
• Before being put into operation, the fibers are examined under a microscope, undergoing scheduled testing (up to 450 points).

One adult llama gives no more than 300 g of fluff every 2 years. The hair of this artiodactyl species grows back very slowly. Vicuna is sheared with an interval of 2 years, the length of the stripped wool is not more than 30 mm, 5 mm is left on the animal. The company is the most expensive manufacturer of cashmere products. Loro Piana is one of the leading manufacturers of this product.

During the year, its enterprises process 900,000 kg of raw materials into cashmere. A distinctive feature of natural cashmere fabric is that it does not gather in "rolls", which also adds points to the brand. Cashmere is obtained from the wool and undercoat of goats by combing the animal during the moulting period. You can take no more than 200 g of product from one goat. After processing, no more than 120 g remains.

The yarn is very thin (less than 18 microns), therefore it is dyed and woven only by hand. In addition, there is another type of similar fabric in the world - BabyCashmere. Such wool is combed from goats up to 1 year old, from a breed called Hircus. You can comb out no more than 30 g from one unit. The company has spent over 10 years organizing this project.

As a result of the 30-year project Loro Piana in 2015, a new type of wool fiber was obtained. The breed of sheep for him was bred by sheep breeders in Australia and New Zealand. Its name is “Gift of Kings” merino wool. 1 sq. M. fabric from it weighs 250 g. Due to this, the costumes are light and elastic.

In addition to animal hair, the company has a permit for the production of clothing, footwear, interior items from fibers of rare plant species. Since 2009 it has been producing fabrics made from lotus fibers. Obtaining threads from this plant is a very laborious process. It takes about 20,000 lotus stems to make a standard scarf.

The texture of the fabric is similar to silk. It is lightweight, breathable and waterproof. Natural dyes are used to color the fibers. Such fabrics are woven by hand.

By the way, hand weaving is one of the features of the history of the production of fabrics of this company. Loro Piana (clothes are made by hand in most cases) has its own brand name that protects the item from counterfeiting. It is a unique metal seal that secures the tag to the item. It has a serial number.

Company style

Loro Piana is always primarily referred to as a wool company. She strives to give people the best that nature has created in this area. Continuous improvement of the quality of woolen fiber in the manufacture of the most exquisite items for outdoor activities and city life - this is the first credo of the company.

High quality, durability, originality, best comfort characteristics distinguish this noble and laconic style. The uniqueness of products, produced in small batches or exclusively, can satisfy the most refined taste of the client.

Here are the main characteristics of these things:

• The clothes are unusually light. A coat or suit weighs like a T-shirt. Things become "second skin". They are durable and loved.
• The texture of the fabric from which the products are sewn pleases not only with its expensive look, you can touch it with your hands and enjoy it. I would like to call the style of this brand "sensual".
• Loro Piana shoes are not only of impeccable quality, aesthetic, but also light - almost weightless. Only natural materials processed according to unique modern technologies are taken for its manufacture.
• Clothes and footwear for children have the highest level of wear resistance. The child grows out of her, and she continues to look expensive.
• Specialized clothing for sports produced by the brand is extremely durable, airy, does not get wet, and does not blow in the wind.

Design has become a new round in the history of the factory. Since 2006, the company has developed its own approach to interior design. The company began to produce natural fabrics for furniture with the addition of wool fibers from expensive animal breeds. This made its products popular among the wealthy class of the population and in the elite business: hotels, planes, yachts.

In 2018, at the Haute Couture exhibition in Milan, the Loro Piana collection was presented in the glass bay windows of a cozy mansion.

Customers had the opportunity to see all the splendor of products in natural light: handmade, stylish modern colors of clothes (for example, a women's coat, made in the color of pink whipped cream), made it possible to call the collection the most feminine in the history of the house.

In view of all the above positive qualities, it is necessary to mention the most important factor - pricing. Loro Piana have a high price tag. They are available to a narrow elite circle of buyers. This is the style of a successful, prosperous and wealthy person.

Production technology

The basic principle of the enterprises is that the production technological process covers and carefully controls the entire chain - from the receipt of primary raw materials to the delivery of finished products, conducts multi-stage control of all production cycles.

Loro Piana (clothes of this style require manual work with the use of some machine structures) does all the work on the most modern equipment, using innovative ideas of technical progress. The company started production with sports-themed models. The Storm System technique was first tested on these fabrics:

Storm System technology - double protection of fabrics from adverse environmental factors. It includes the Rain System, an impregnation that has the ability to keep water out. At the same time, it remains "breathable" and promotes moisture evaporation through the fabric.

The second part of the Storm System is the adhesion of a special microscopic membrane to the fine fibers of the wool. The innovation allows you to obtain a fabric that easily evaporates internal moisture and retains heat. The waterproofing membrane can be classified as an advanced technology development. The film with a thickness of 0.1 mm can withstand air temperatures up to 30 degrees.

Double protection Rain System + Storm System increases the wear resistance of the material, gives it strength and protection from the negative effects of weather precipitation and wind. Such clothes have one big drawback - they are afraid of mechanical influences, for example, piercing with decorative elements.

When pierced, the technical properties of the membrane are lost. For products made from fabrics using the Storm System, only dry cleaning is allowed. It is recommended to dry them at room temperature. You need to iron the product with an iron set at a low temperature, do not steam.

Despite the low wear resistance to mechanical damage, sportswear fabrics treated with the Storm System have proven themselves very well. They became so popular that the company, at the request of customers, began to apply this protection system to some fabrics for coats, suits, down jackets, jackets, shoes and interior fabrics.

Collection of fabrics

Loro Piana, (the clothing of this brand never contains any third-party impurities) makes suits, dresses and other things from the main types of fabric, containing fibers:

• vicuna wool;
• unique wool of Australian sheep "Gift of Kings";
• cashmere;
• cashmere babe;
• silks;
• flax;
• Burmese lotus;
• natural cotton.

The Loro Piana trademark produces luxury and premium fabrics. By 2016, the production department of the factory issued a catalog of the main types of fabrics produced.

Here is a list of them:

Loro Piana also produces fabrics in a variety of compositions. The latest collections are presented in an assortment, where, along with products from pure wool, cashmere, samples from blended fibers are exhibited. For example, a fabric containing 80% wool and 20% silk or babe alpaca - 80% alpaca and 20% polyamide.

This fabric is soft and flexible. Two-layer cashmere, one color and two-sided. Both sides are front. The most popular was the Storm System wool fabric with cashmere. The fabric in it is wool with silk, produced using the Storm System technology. Such options are suitable for tailoring suits and coats. They are flexible, plastic.

Their density is average. The seamy side is covered with a thin membrane that protects the product from rain, wind and dust, while evaporating moisture from the body surface. Such fabrics can be used to sew jackets, windbreakers, coats and suits. They have a stylish look, while being practical and functional. This type of product is suitable for men, women and children.

Collections

Loro Piana presents collections in its own boutiques. She also regularly takes part in Haute Couture exhibitions around the world.

Collections of shoes and clothes are always distinguished by simplicity and sophistication of style. Models are made of natural materials of very high quality: cashmere, baby cashmere, luxury and premium wool. Clothes and shoes from Loro Piana are a combination of comfort, pleasure and admiration.

It is worth dwelling on the most popular lines:

• The collection of women's clothing is presented in a classic style with a touch of modern urbanization. The assortment is very diverse.
• Warm winter jackets with a straight cut, which are made from 100% cashmere. The hood is trimmed with fox fur. The Storm System is used.
• The collections always include a cashmere coat with a leather belt. This model is two-sided: blue and burgundy. Both sides are front. The coat has a zest - a deflated shoulder line.
• Dress "Stephanie romantic" - a hit for several shows, consists of wool with silk. Long sleeves with cuffs make this model incredible. Pleated skirt. This is a sophisticated dress for urban style.
• At the shows, dresses made of baby cashmere with a textured pearl pattern are often presented. Their length is above the knee, without sleeves.
• In the latest issues, many interesting models of dresses and sweaters made of cashmere of large knit have appeared. Light cashmere and silk sweaters also slip.

The collection of footwear models is often presented in two types: in the style of a classic elegant sample and in a modern fashionable sports style. Women's boots are made from 100% suede, the model is always zipped. The lining is made of cashmere textiles with leather. The heel reaches 10 cm. This type has a comfortable modern last, a rounded toe.

Sports shoes from the company are sneakers made from Wish branded wool knitwear, 100%. They have a wide shoe, the back is reinforced with leather, leather lining, interior decoration, removable insole with brand symbols. The outsole of this shoe is made of foam rubber.

The collection of men's shoes has a varied assortment of models: from winter boots with fur to light slippers. The tops of shoes and boots are usually made of suede, leather, or textiles with a water-repellent finish. The brand symbols are present on the sole, insole and heel counter.

Where to buy Loro Piana products in Russia

The enterprise has its boutiques in 4 cities of Russia: in Moscow (5 boutiques), in St. Petersburg, in Yekaterinburg and in Nizhny Novgorod. In any of this city, Loro Piana products: clothes, shoes, fabrics, accessories, interior items can be bought in large shopping centers. Each store of this brand is a real work of art.

The interior always meets the classic style of wealthy people, polite and skillful consultants will help you choose a suit exactly for the chosen event.

Studying the history of the Italian trading company Loro Piana, it can be noted that the system of values ​​inherent in it: reaching the highest heights in quality control, caring for the client's comfort and striving for excellence, made it elite.

Among the adherents of Loro Piana are members of the English royal family, the Pope, the President of Russia, famous actors and other celebrities. Buying the products of this company, you can be sure of purchasing a really beautiful thing. Loro Piana is not only high-quality and stylish clothes, but a real family business that values ​​tradition and respects fashion.

Following long-term traditions, the company implements the most advanced technologies in its production, but not for the sake of fleeting fashion, but to create an incredibly elegant image with the outward simplicity of clothing. Long-lasting products made from natural fabrics, pleasant to the touch, bring joy to people for many years.

Loro Piana company video

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