If you’ve ever browsed Loro Piana’s collection, you’ve likely experienced sticker shock.
A simple cashmere sweater for more than $2,500? A wool suit for over $7,000? You’re not alone in wondering, “Why is Loro Piana so expensive?”
In this article, we’ll offer you insider insights and specific examples that explain the true cost of this ultra-luxury brand and what makes Loro Piana so expensive.
By the end, you’ll understand the brand’s true cost and why you pay a small fortune whenever you purchase from Loro Piana.
World’s Finest Fibres
Loro Piana’s high prices are primarily driven by the brand’s decision to use the world’s most exclusive natural fibres, such as:
Baby Cashmere – Pinnacle of Softness
- Sourced exclusively from Hircus goat kids in Inner Mongolia.
- Harvested only once when the baby goat is 3-12 months old.
- Yields just 30-70 grams per baby goat.
- A single Baby Cashmere sweater requires fleece from 19-20 goat kids.
Price example
Baby Cashmere crewneck sweater >$2,000
Vicuña – Andes’ Golden Fleece
- Vicuñas live in the Peruvian Andes and are the wild relatives of common llamas.
- These animals can only be shorn every two years, and each vicuña produces just 250 grams of usable wool.
- Loro Piana established a 2,000-hectare nature reserve in Peru for vicuña conservation.
Price example
Vicuña overcoat >$20,000
The Gift of Kings® – Redefining Merino Wool
- Ultra-fine Merino wool with fibres as thin as 12 microns, sourced from select farms in Australia and New Zealand.
- Loro Piana pays up to 25% above market price for the finest fleeces.
- Only 2,000 kg of this wool is produced globally each year.
Price example
The Gift of Kings® suit >$7,000
Artisanal Craftsmanship
Loro Piana’s production process is as meticulous as its material sourcing:
- Knitting a single Baby Cashmere sweater takes up to 8 hours.
- Each Loro Piana garment passes through an average of 15 skilled artisans.
- The brand employs over 5,000 craftspeople across Italy.
- A single Loro Piana suit undergoes 300 quality checks before completion.
Innovative Technologies – Modern Luxury
Loro Piana invests heavily in research and development:
Storm System®
- A patented treatment designed to make the brand’s luxury fabrics water and wind-resistant.
- The Storm System technology took Loro Piana 5 years and €2 million investment to develop.
- Loro Piana’s Storm feature and treatment increase the price of final garments by 20-30%.
Price example
Storm System® Cashmere Coat – $6,300
Cocooning
- Innovative double-face fabric construction designed to provides increase warmth without loading or bulking the garment.
- Loro Piana’s Cocooning technology requires specialised machinery and skilled technicians.
Price example
Cocooning crew neck – $2,245
Conscious Luxury – Sustainable and Ethical Fashion
Loro Piana’s commitment to ethical fashion manufacturing from sustainable sources and raw materials adds to the overall garments’ costs.
- The company has an annual investment of €1 million in the Dr Franco Loro Piana Reserve.
- “Loro Piana Method” was implemented across 3,000 cashmere herders in Inner Mongolia.
- Investment in technology to use solar power in Italian factories reduced CO2 emissions by 1,500 tonnes annually but increased the production cost.
- Rigorous animal welfare standards and checks, including no live-plucking of goats.
Extra Price for Exclusivity and Rarity
Loro Piana’s limited production contributes to its high prices:
- Only 1,000 Vicuña garments are produced annually.
- The Baby Cashmere collection is limited to 2,000 pieces per year.
- Exclusive distribution through 160 Loro Piana boutiques worldwide.
Loro Piana Comparative Pricing
| Garment | Loro Piana | Brunello Cucinelli | Ermenegildo Zegna |
|---|---|---|---|
| Cashmere Sweater | Over $2,500 (Baby Cashmere) | Max $2,000 | Max $1,300 |
| Wool Suit | Over $7,000 (The Gift of Kings®) | Max $5,500 | Max $4,500 |
| Vicuña Coat | Over $35,000 | Max $30,000 | Not offered |
Conclusion
Loro Piana’s prices reflect a perfect storm of factors: the rarest materials, unparalleled craftsmanship, innovative technologies, sustainable practices, and deliberate exclusivity.
While a $2,550 sweater or a $34,000 coat may seem exorbitant, for Loro Piana’s clientele, these pieces represent the pinnacle of luxury – where every detail, from the sourcing of the fibre to the final stitch, is executed with absolute perfection.
In the world of ultra-luxury fashion, Loro Piana stands apart not just for its high prices but for the tangible quality and rarity that justify those prices.
For those who can afford it, a Loro Piana garment isn’t just clothing – it’s an investment in the extraordinary.
