Loro Piana

Loro Piana was founded in 1924 in Quarona, Italy by Pietro Loro Piana as a high-end wool merchant supplying the Italian tailoring industry. Six generations later the company remains primarily a textile operation — sourcing the world's finest natural fibres (vicuña, cashmere, Andean lotus, baby cashmere, the Tasmanian merino called 'The Gift of Kings', and the rare Tasmanian wool harvested from a single farm in the Cradle Mountain region) and weaving them at the company's mills in Quarona. Ready-to-wear arrived later — the company began producing finished garments in the 1980s under Pier Luigi Loro Piana and his brother Sergio. The product canon is uncompromising: deer-suede driving moccasins, cashmere overcoats whose linings cost more than competing brands' entire products, and the iconic Quarona-made Open Walk shoes that have become an unofficial uniform of European old-money men. The brand's tag-line — 'Loro Piana, the gift of nature' — captures its specific positioning at the intersection of supreme natural materials and engineered restraint. LVMH acquired 80% of Loro Piana in 2013 for €2B; the Loro Piana family retained 20% and continues to manage the textile business. Pier Luigi Loro Piana served as deputy chairman until his death in 2024. The brand has been a defining force in the post-pandemic 'quiet luxury' movement, with the Succession TV series providing perhaps the most visible cultural moment — Tom Wambsgans's loose cashmere knits and Open Walk loafers becoming a meme of stealth-wealth dress.