Loro Piana opens a new store in Palo Alto and introduces a blockchain traceability program

Loro Piana announces the opening a new boutique in Palo Alto and a digital traceability and certification program through Aura Blockchain. The Aura Blockchain Consortium is becoming a technological hub for brands to guarantee luxury products' authenticity, traceability, and excellence. Explore the demo on Loro Piana here.

Twenty garments made of The Gift of Kings® wool and sold in Palo Alto stores will include QR codes customers can scan to verify the authenticity and traceability of the item, telling its unique story from the farm to the store. Customers can also register ownership of their purchase and can pass garments down from generation to generation with the certificate of ownership.

Additionally, each of these twenty special pieces includes an exclusive digital artwork by London-based artist Charlotte Taylor, reinterpreting the journey of The Gift of Kings® as 3D sculptures that capture the quality of the world’s finest wool.

Starting in mid-March and from the Spring Summer 2023 Collection the digital certification will be extended to new products made of The Gift of Kings® in all Loro Piana worldwide.

Obtained from the shearing of select exemplars of merino sheep raised by generations of expert breeders in Australia and New Zealand, The Gift of Kings® is one of the oldest, most prized and exclusive wools in the world. Incredibly lightweight, soft and fine, at around 12 microns, it’s finer than Baby Cashmere and almost as fine as vicuña.

The Gift of Kings® was born after Loro Piana was obsessed with creating the finest wool in the world. Every year, with the Loro Piana Record Bale Award, the Maison rewards the farms in Australia and New Zealand that produce the finest bale of wool, celebrating a more-than-decade-long relationship with the best merino wool sheep farmers. Unique and exclusive, Record Bale fabrics are distinguished with a special label that documents their traceability, from the year the animal was shorn to its provenance to the fiber's fineness. Approximately 150 meters of Record Bale produce no more than 40 made-to-measure suits. 

Aura Blockchain Consortium was established in 2021 by 5 leading luxury groups. The luxury groups have joined forces to address the shared challenges of communicating authenticity, responsible sourcing, and sustainability in a secure digital format. Aura Blockchain Consortium is a nonprofit association based in Switzerland promoting socially responsible, sustainable, and customer-centric business practices throughout the lifecycle of luxury products by leveraging blockchain and other technologies.

By promoting a single global blockchain solution open to luxury brands of all sectors worldwide, the platform provides consumers with additional information, services, and transparency and raises the customer experience to a new level.

Stanford Shopping Center, Palo Alto, CA 94304
loropiana.com