Track your Loro Piana sweater from farm to store using blockchain technology

Powered by the Aura Blockchain Consortium, Loro Piana is allowing customers to digitally track the origins of its ’The Gift of Kings’ merino wool pieces and certify authenticity – a celebration of the brand’s superlative savoir-faire

Loro Piana mill with wool and water
Loro Piana ‘The Gift of Kings’ production process
(Image credit: Courtesy of Loro Piana)

The history of Loro Piana – the Quarona-based brand best known for its luxurious clothing in the so-called ‘noble fibres’ of cashmere, silk, and vicuña – can be traced back to the early 1800s, when the eponymous family began trading wool in the village of Trivero, northern Italy.

Loro Piana remains rooted in its ability to source the world’s finest raw materials, whether derived from the cashmere goats of Mongolia, merino sheep in Australia and New Zealand, or vicuña from the Andes (and even a fibre from lotus flowers in Myanmar, of which it takes up to two months to produce a single kilogram). ‘Every step, from raw fibre to finished product, is directly controlled internally, with a continuous focus on the environment, biodiversity and local communities,’ says the brand, which celebrates these principles celebrated in a new digital certification service powered by the Aura Blockchain Consortium.

Man picking wool with tweezers

(Image credit: Courtesy of Loro Piana)

Coinciding with the launch of the brand’s store in Palo Alto, California, shoppers will be able to scan a QR code on Loro Piana’s ‘The Gift of Kings’ merino wool products – ‘one of the oldest, most prized and exclusive wools in the world’, created from Australian and New Zealand sheep raised by expert breeders – and discover a piece’s entire history, from field to factory to store. The QR code will also act as a marker of authenticity; those who purchase the garments will be able to register ownership, which can then be passed down to further generations through the transmission of the certificate of ownership. 

Initially, the scheme will only extend to 20 products in the Palo Alto store, though beginning later in March and from the S/S 2023 collection onwards, this certification will be extended to all ‘The Gift of Kings’ products worldwide. And, though not yet announced, it looks likely that such QR codes will begin to appear throughout Loro Piana’s output. 

Wool being woven

(Image credit: Courtesy of Loro Piana)

The Aura Blockchain Consortium was founded in an unprecedented alliance of LVMH, Prada Group and Cartier, part of the Richemont group (OTB Group and Mercedes-Benz have joined since its advent in 2021). A non-profit based in Switzerland, its aim is to hone the customer experience through the use of blockchain and Web3 technology, as well as promoting circular business models, sustainable practices, and supply transparency.

‘For six generations the maison has been driven by a passion for excellence and uncompromising quality... now, the maison has decided to make its savoir-faire even more transparent,’ says Loro Piana. ‘Using the Aura Blockchain Consortium, an initiative led by luxury maisons going beyond traditional frontiers to become a technological hub... [it guarantees] the authenticity, traceability and excellence of luxury products.’

Man stitching wool

(Image credit: Courtesy of Loro Piana)
Fashion Features Editor

Jack Moss is the Fashion Features Editor at Wallpaper*, joining the team in 2022. Having previously been the digital features editor at AnOther and digital editor at 10 and 10 Men magazines, he has also contributed to titles including i-D, Dazed, 10 Magazine, Mr Porter’s The Journal and more, while also featuring in Dazed: 32 Years Confused: The Covers, published by Rizzoli. He is particularly interested in the moments when fashion intersects with other creative disciplines – notably art and design – as well as championing a new generation of international talent and reporting from international fashion weeks. Across his career, he has interviewed the fashion industry’s leading figures, including Rick Owens, Pieter Mulier, Jonathan Anderson, Grace Wales Bonner, Christian Lacroix, Kate Moss and Manolo Blahnik.