Loro Piana innovates in its supply chain
Technology at the service of materials. To meet the expectations of a public increasingly concerned about ethics and the environment in its consumption, the houses are strengthening their research and development departments with the aim of building the supply of tomorrow. Evidenced by Gucci’s investment in responsible wool or the upcycled line in Cofalit by Boucheron.
For Loro Piana, this ambition translates into the creation of a new material, CashDenim, the characteristics of which aim to approximate denim with a soft texture. The Italian house called on a team of technicians from Japanese factories – in the Bingo region – who mixed 60% cotton and 40% cashmere to produce this woven textile. The manufacturing is meant to be artisanal and carried out by weavers on traditional machines. A process against overproduction and ever faster supply chains in the fashion industry since 50 meters of fabric is equivalent to a full day’s work.
Due to the scarcity of the material produced, Loro Piana has included CashDenim in two product lines of its new fall-winter 2022-2023 collection: a “Cyrius” jacket and two models of jeans, the “Madley” and the ” Lewell 22″.
Through this initiative, Loro Piana intends to affirm its fabric-based brand heritage while demonstrating its capacity for innovation. The house, founded in 1924, has earned its reputation through its know-how in terms of materials, such as exclusive wool and cashmere, and its family governance.
Values and commercial potential that convinced the LVMH group to invest in the company in 2013. A majority stake that enabled Loro Piana to boost its development strategy and take advantage of the power of the growing luxury giant +21% in the first half of 2022. The brand has thus launched a “Cocooning” loungewear collection, notably made using a new AirCash material combining silk and cashmere.