Loro Piana’s Gift of Kings collection now comes with an NFT and traceability feature
What’s the next move for stealth wealth? According to Loro Piana, it is a marriage of emotion and technology. Coinciding with their latest boutique opening in Palo Alto, California, the brand has introduced a new feature to its signature Gift of Kings pieces: an NFT and the ability to track the creation process of each piece in the collection.
Sourced from the shearing of select Merino sheep bred by generations of expert breeders in Australia and New Zealand, the wool in Loro Piana’s Gift of Kings collection takes shape in shirts, jumpers, coats and more, all of which are ultra-soft, wrinkle-resistant and breathable. A crew neck in the collection comes with a $2,000 price tag, while a half-zip sweater costs nearly $9,000.
On the sentimental side, the collection’s name suggests the divine act of passing down precious Loro Piana pieces to the next generation of owners. Sure, you want to pay a little more for a garment, but what is the price tag for something that is meant to last for several generations? For the opening of the store, Tik-Tok sensation Mac Anabtawi, better known as Guy Gstaad, sat on a panel and shared the story of a Loro Piana vest that was passed down to him by his father, who had inherited it from his grandfather. . He waxed poetic about not only its durability, but also how the piece essentially ties his family together. Towards the end of the story, he asked: What if there was a way to trace the history of the garment?
This is where the technological innovation of this collection becomes apparent. Each piece comes with a unique NFT created by artist Charlotte Taylor, founder of the Maison de Sable studio and a “dream landscape artist.” Specializing in creating 3D renderings that can also be translated into concrete architecture and interior design projects, she works on the subtle border between the real and the fictional.
The NFT is accompanied by a unique QR code powered by the Aura Blockchain Consortium. Customers can scan the code to confirm the authenticity of the garment and the traceability of the item’s origin. The entire creation process will be available to buyers. Some may call it nerdy, others transparent.
From mid-March and from the Spring-Summer 2023 collection onwards, the transparent digital certification will be extended to new products created by The Gift of Kings available in all Loro Piana stores around the world.
To purchase, visit loropiana.com.
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