Loro Piana welcomes new era of traceability with the Aura Blockchain Consortium
FASHION & LEATHER GOODS · MARCH 16, 2023
Exquisite quality has defined Loro Piana’s DNA for six generations, anchored by a commitment to vertically-integrated manufacturing. With direct control over every stage – from raw fiber to finished product – Loro Piana nurtures intimate relationships with all the experts who contribute to its exceptional products. Now, leveraging solutions from the Aura Blockchain Consortium, Loro Piana will issue a digital certificate with the purchase of new garments from The Gift of Kings® collection, guaranteeing transparency and traceability. Loro Piana is committed to using the most exclusive fibers in the world, taking measures to ensure rigorous traceability for all its raw materials. The farms and herds from which the materials are sourced for Loro Piana creations are meticulously selected. The entire creation process is based on a vertically-integrated supply chain and production facilities. Each step, from raw fiber to finished product, is overseen by in-house specialists, with an unwavering focus on positive impact for the environment, biodiversity and local communities. Loro Piana is now raising the bar for even greater transparency around the expertise behind its Made in Italy excellence. In conjunction with the opening of its new boutique in Palo Alto, California, the Maison announced its partnership with the Aura Blockchain Consortium, the first global blockchain dedicated to the luxury industry, created in 2021. The Aura Blockchain Consortium’s technology makes it possible to digitally certify the authenticity and traceability of the products made of The Gift of Kings® wool. Customers can scan a QR code to learn more about the unique story of the garment, discovering each step in the production chain and the metamorphosis to products at the summit of softness. The certificate generated by the Aura Blockchain Consortium guarantees not only the end-to-end traceability of the garment, but also the authenticity and exceptional quality. Made from the world’s finest merino wool fiber, the pieces in the The Gift of Kings® are the first to take advantage of this cutting-edge technology. What’s more, twenty garments made of this wool and sold in Palo Alto will include an exclusive digital artwork by London-based artist Charlotte Taylor, featuring 3D sculptures. The Aura Blockchain Consortium is a non-profit organization whose innovative solution of smart contracts linking supports sustainability practices by tracking and retracing each step in a vertically-integrated production process. For Loro Piana, this innovation imparts a new dimension to personalization and the ability to pass on garments from generation to generation thanks to a digital certificate of ownership.