According to the World Apparel and Footwear Network, the Italian luxury cashmere brand Loro Piana will present its latest Green Storm System processing technology at the recently held Milano Unica.
The Green Storm System is an environmental upgrade based on existing Storm System processing technology. Since 1994, the company has applied the Storm System to the treatment of natural fabrics to create a waterproof and windproof fabric.
The new treatment technology consists of a hydrophilic permeable membrane for the back of the fabric, which consists of 50% renewable plant resources and special polyurethane made from castor oil. This ultra-light breathable film provides extra stretch and softness to Storm System treated fabrics.
The Green Storm System also includes Rain System processing technology. Launched last February, the Rain System enhances the waterproofing of the Storm System by creating an invisible barrier around the fibers that prevents dust, dirt and liquid stains. Rain System processing technology is also environmentally friendly, with 60% of the ingredients being made from renewable energy.
In addition to the Green Storm System, Loro Piana will also launch a new ad for its iconic fabric Tasmanian. In the 1960s, Loro Piana introduced the high-end wool fabric Tasmanian, which weighs only 250 g/m and has an average fiber diameter of only 16 microns. Tasmanian's breathability, thermal insulation, durability and comfort make it one of Loro Piana's main textiles.
The company also introduced a new fabric version, Natural Stretch: Loro Piana enhances the intrinsic properties of wool fibers (the wool fibers return to their original shape after movement and twisting) and develops special properties that enhance elasticity and toughness. Production Process.
The new ad was directed by Albert Moya and performed by male model Robertas Aukstuolis. The ad describes a scenario in which a protagonist wears a double-breasted knit suit made of Loro Piana Tasmanian fabric and rides a parachute to the ground. The ad will be broadcast from July 11th, and commercial videos will be played on the company's website and social media platform.
About Loro Piana
At the beginning of the 19th century, the Loro Piana family began trading wool and fine textiles in Trivero, northern Italy. In 1924, Pietro Loro Piana established a wool factory in Quarona, Italy. In the mid-1940s, Franco Loro Piana began exporting luxury textiles outside of Italy. In the 1970s, Franco Loro Piana's sons Sergio and Pier Luigi took over the company and expanded the luxury retail business, offering men's and women's cashmere knitwear, tailored outfits, outerwear and casual wear to further develop their father's luxury textile business. In 2013, LVMH Group acquired a majority stake in the company.
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