MILAN — Loro Piana has embarked on a greener journey. The Italian luxury company, which makes fabrics for its own use and supplies high-end garment manufacturers, will present the new Green Storm System treatment at the upcoming edition of Milano Unica running here July 11 to 13.
The Green Storm System is the eco-friendly update of the existing Storm System treatment, which the company has applied to all its natural fabrics since 1994 to create waterproof and wind-resistant items.
The new treatment consists of a hydrophilic and osmotic membrane, applied to the reverse side of a fabric and created using a special polyurethane made from 50 percent renewable plant resources and castor oil, in particular. The result is a thin and breathable membrane that provides additional stretch and a softer feel to Storm System’s usual performance.
The Green Storm System is completed by the surface Rain System. Launched last February, the Rain System is used in combination with the membrane and increases the effectiveness of the waterproofing created by the Storm System by forming an invisible barrier around each fiber to protect it from dust, dirt and liquid stains. The Rain System treatment is also eco-friendly, with more than 60 percent of its components coming from renewable sources.
In addition to the Green Storm System, Loro Piana will debut a corporate advertising campaign dedicated to one of its signature fabrics, the Tasmanian. Introduced in the Sixties, the fine wool fabric is renowned for its lightness, weighing just 250 grams per meter and with fibers averaging a mere 16 microns in diameter. Tasmanian’s breathability, thermal insulation, durability and comfort made it one of Loro Piana’s leading textiles.
The company has now introduced a new Natural Stretch version of the fabric. Loro Piana has intensified the intrinsic properties of the wool fibers, which spring back into their original shape after movement and twists, developing a special production process that increases their elasticity and resilience.
Directed by Albert Moya, male model Robertas Aukstuolis fronts the campaign. Set in a wind power plant, the protagonist is caught landing with a parachute dressed in a double-breasted pin-striped suit crafted from Loro Piana’s Tasmanian fabric.
The images are flanked by a 60-second clip showing the entire action and spotlighting the lightness and perfect fit of the fabric at the end.
The campaign will hit national titles starting from July 11, while the video is featured on the company’s web site and social media.
The Loro Piana family began trading wool and fine textiles at the beginning of the 19th century in Trivero, in northern Italy. Pietro Loro Piana founded the company as a wool mill in 1924 in the country’s Quarona. In the mid-Forties, Franco Loro Piana started exporting luxury textiles outside of Italy, an activity further developed by his sons Sergio and Pier Luigi in the Seventies, when they started running the firm and expanded it into luxury retail operations offering men’s and women’s cashmere knitwear, tailored clothing, outerwear and casualwear.