Loro Piana:
A Story of Tradition, Innovation, and Conscientious Luxury
In the realm of luxury fashion, where heritage and craftsmanship intertwine, one name stands out as a true beacon of excellence: Loro Piana. The Italian fashion house is renowned worldwide for its unmatched quality of fabrics and garments that strike the perfect balance between form and function. From its humble beginnings in the Italian wool trade to its current status as a coveted luxury brand, Loro Piana’s story has become a muse for our own journey—and indeed the inspiration behind the name Deorum.
The history of Loro Piana spans over two centuries and is marked by a relentless pursuit of excellence and an enduring commitment to quality over six generations of artisans. The brand’s story begins in the early 1800s in Trivero, a municipality in the Northern Italian region of Piedmont, when the Loro Piana family decided to foray into the local wool trade, after which they spent several years developing skills that would establish them as some of the most advanced wool merchants in the region.
In the 1920s, Pietro Loro Piana decided to venture into fabric production, opting to establish a brand-new company called Ing. Loro Piana & C in 1924, which still exists today and is headquartered in Corso Rolandi, Quarona, Italy. It was during this era that the brand transitioned from focusing solely on wool to becoming reputable producers of an array of luxury textiles.
In the years that followed, Loro Piana continued to push the boundaries of fabric craftsmanship and innovation—driven in part by its mission to directly source the world’s most prized raw materials for its own mill. From the brand’s decade-long quest to partner with Mongolia’s indigenous herders in the Alashan Mountains to ethically source Baby Cashmere from Hircus goat kids, to its collaboration with the Peruvian government and local communities to protect the endangered vicuña through sustainable, biennial shearing—culminating in the establishment of private nature reserves across Peru, Argentina, and Bolivia—Loro Piana has redefined luxury by blending rarity, sustainability, and artisanal mastery into fabrics of unparalleled softness and prestige.
Over the last three decades, Loro Piana has continued to take a proactive stance across all its sourcing and production processes, whether for cashmere, vicuña, extra-fine Merino wool from Australasia, or lotus flower-based fibres from Myanmar, the brand maintains a close relationship with all farmers and herders and continues to put wildlife first. It is for this reason that Loro Piana is seen by many as the epitome of true luxury, which is not just about opulence but also about responsibility towards the planet and future generations.
Today Loro Piana also continues to innovate and is constantly on the quest to develop ground-breaking technical processes that enhance the functionality and durability of its fabrics, while remaining committed to excellence.
Loro Piana’s rich history that spans two centuries is a testament to the enduring allure of craftsmanship and quality. From its humble beginnings in wool trading to its current status as a global luxury powerhouse, the brand’s journey is a story of tradition, innovation, and an unyielding commitment to creating the finest fabrics in the world. In a world where fast fashion is fleeting, Loro Piana stands as a timeless icon of enduring elegance and conscientious luxury.
We are proud to showcase the Loro Piana seasonal fabrics collections along side our exclusive Milanese construction in the Raffaele Caruso Su Misura program. By appointment.