Italian luxury house Loro Piana is making its sustainability processes more transparent to customers, enabling select products to be traced from fibre to store.
A new tech-led era of traceability and transparency means the end consumer may also track the production process, obtaining insights into all aspects of garment manufacture, even though the brand claims it knows every pair of hands working on its products from the farm to final finishing.
The Quarona-based company is well renowned for its exceptional textiles, which are made from rare raw materials that are said to be the greatest grade of opulent fabrics, such as cashmere, baby cashmere, wool, silk, and vicuña.
The Gift of Kings merino wool, one of the oldest wools and a "noble fiber," is used to make Loro Piana clothing, and it is now digitally certified by the Aura Blockchain Consortium. Customers will be able to scan a QR code that can track the origins of all raw materials, including every farm behind each of the collection's pieces, in conjunction with the opening of the brand's new boutique in Palo Alto, California.
With complete supply chain transparency, Loro Piana reveals every action taken by a remarkable chain of hands, detailing the entire process of raising the fibers used to create its knitwear.
In addition to providing Proof of Ownership, Blockchain technology also elevates personalization and heritage through verified purchases and digital ownership transfers.
In April 2021, the Richemont companies LVMH, Prada Group, and Cartier established the Aura Blockchain Consortium. The OTB Group and Mercedes-Benz will join in October 2021 and May 2022, respectively, with the goal of expanding blockchain technology's applications and raising the bar for luxury.
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