History

The Loro Piana family began trading wool in the Valsesia valley of Piedmont, northern Italy, in the early 19th century. The modern company was formally established in 1924 by Pietro Loro Piana, who built the business into one of Italy's leading textile producers. The family has maintained direct control of the entire supply chain — from sourcing the raw fibres to weaving and finishing — giving the house an unmatched command of materials quality. In 2013, LVMH acquired an 80% stake for approximately €2 billion.

The Rarest Fibres

Loro Piana's defining achievement is its command of the world's rarest textile fibres. Vicuña — a camelid from the high Andes of Peru and Bolivia, one of the world's most exclusive natural fibres — is used in Loro Piana's 'The Gift of Kings' collection. Each vicuña is sheared only once every two years, producing just 200–300 grams of fibre per animal. The resulting fabric is extraordinarily fine, lightweight and warm — and extraordinarily expensive. Baby cashmere, sourced from the underbelly of Hircus goat kids in their first shearing, is another house speciality.

No Logo Required

Loro Piana epitomises the 'quiet luxury' aesthetic: no visible logos, no ostentatious branding. Products carry only a tiny interior label. The house's appeal rests entirely on the quality of its materials and the refinement of its design — understood immediately by those who know it, invisible to those who don't. Silicon Valley executives and European aristocracy have long been the core clientele. The brand became significantly more visible through its association with the HBO series Succession.

Collections

Loro Piana's product range encompasses cashmere and vicuña knitwear, tailored outerwear (including their waterproof Storm System® treated cashmere coats), leather goods, footwear and home textiles. Their cashmere baby products — blankets, cardigans, hats — are among the most gifted luxury items in the world. The brand operates around 150 boutiques globally.

Prices

A Loro Piana cashmere crew-neck sweater starts from approximately €1,200–1,500. Cashmere coats range from €3,500 to €10,000. Vicuña pieces — stoles, coats — begin around €8,000 and can reach €30,000 and beyond. Baby cashmere baby blankets start around €600. Leather goods and footwear range from €500 to €5,000.