Loro Piana collaborates with Aura Blockchain consortium to present its origin story in Web3

Apex Italian brand Loro Piana, known for its luxurious quality materials such as baby-soft cashmere and ethically sourced vicuña, turns its focus to the power of blockchain technology as it welcomes a new era of traceability.

In collaboration with the Aura Blockchain Consortium – the first global blockchain dedicated to the luxury industry, created in 2021 – Loro Piana will leverage the cutting-edge technology to help digitally certify the authenticity and traceability of its products. This includes clothing made from the hero fabric, called The Gift of Kings, which is the world’s finest merino wool fiber.

The house announced late last week that customers will be able to scan a QR code to learn more about the unique story behind the new collection, as well as explore the in-depth production chain process from sheep station (farms in Australia and New Zealand) to storefront.

Owners of each piece will be able to track every step of Loro Piana’s renowned, vertically integrated manufacturing process using blockchain capabilities, demonstrating how Web3’s utility can go beyond the surface crypto and NFT projects we’ve seen in recent years.

Loro Piana is the latest to join the growing list of high-end labels – including Louis Vuitton, Christian Dior and Bulgari – to board the Aura Blockchain Consortium’s hub and adopt the technology. And it won’t be the last, either, as the industry begins to realize the importance of cultivating a more transparent, trustworthy and sentimental experience for consumers.

Aura offers a streamlined service to a sector that is changing slowly. Blockchain technology “allows brands and also their suppliers to write data into the blockchain, without the need for coding knowledge,” Daniella Ott, general secretary at Aura Blockchain Consortiumtold Jing Daily in an exclusive interview last year.

Each item from Loro Piana’s connected collection also comes with its own digital certificate generated by Aura, guaranteeing end-to-end traceability, proof of ownership and authenticity.

In addition to the partnership, 20 garments produced with The Gift of Kings wool, which will be sold at the brand’s new Palo Alto store in California, will also arrive with an exclusive digital artwork NFT by London-based artist Charlotte Taylor.

As one of Italy’s titular luxury brands, Loro Piana constantly raises the bar and exemplifies “Made In Italy” excellence. This latest initiative not only encourages customers to pass their garments on to the next generation with confidence through digital certification, but also demonstrates the company’s commitment to social responsibility.

As legacy tracing is a key selling point, embracing novelty like blockchain technology extends Loro Piana’s relevance and celebrates the community that spans generations. More importantly, it shows how luxury businesses can use blockchains as an integral part of their future-proofing strategies.