The luxuxry apparel brand Loro Piana is committed to using exclusive fibers, taking measures to ensure rigorous traceability for all its raw materials, while relying on a directly controlled vertically-integrated supply and production chain.
Now, the maison has decided to make its savoir-faire even more transparent, and, on the occasion of the opening of its new boutique in Palo Alto, California, has announced a new digital certification service with Aura Blockchain Consortium, in order to guarantee the authenticity, traceability and excellence of its luxury products.
Customers can also register ownership of their purchase, which, in keeping with a legacy-tracing approach, can only be passed down from generation to generation after the transmission of the certificate of ownership.
Starting in mid-March and from the s/s 2023 collection onwards, this innovative, transparent digital certification will be extended to new products made of The Gift of Kings available in all Loro Piana stores around the world.
Aura Blockchain Consortium is a non-profit association based in Switzerland with the purpose to promote socially responsible, sustainable, and customer-centric business practices throughout the lifecycle of luxury products by leveraging blockchain and other technologies.
By promoting the use of a single global blockchain solution open to luxury brands of all sectors worldwide, the platform provides consumers with additional information, services, transparency with the aim to raise the customer experience to a new level.