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Loro Piana‘s Comfort-First Approach Drives Billion-Dollar Luxury Empire – Italian luxury brand Loro Piana, renowned for its exquisite cashmere and elegant ready-to-wear, traces its success back to a simple desire for comfortable footwear, according to recent reporting. The company, now valued at over $2.7 billion following its acquisition by LVMH in 2013,initially gained traction by addressing a personal need within the founding family.
The story began in the 1920s in Viguzzolo, Italy, when Pietro Loro Piana started trading wool and other fabrics. By the 1970s, his grandson, Pier Luigi Loro piana, noticed a gap in the market for high-quality, comfortable shoes. Specifically, he and his brother Sergio sought footwear suitable for sailing, a passion of theirs. Existing options proved inadequate, lacking the necessary comfort and practicality. “We were looking for something comfortable to wear on the boat,” explains Pier Luigi Loro Piana.
Rather than accept the limitations of available products, the Loro Piana brothers decided to create their own. They began by sourcing the finest materials, initially focusing on suede uppers. This led to the advancement of two key styles: a classic loafer and the Open Walk,a slightly higher-cut model. The shoes quickly gained popularity not only among sailors but also among a broader clientele who appreciated their exceptional comfort. “We discovered people were using them also for formal wear as they were so comfortable,” says Pier Luigi. The success of the footwear line demonstrated the power of addressing a specific need with superior quality and design.
Today, Loro Piana operates over 130 boutiques globally, including locations in New York City (Madison avenue), London (new Bond Street), and Milan (Via Montenapoleone). The brand’s product range has expanded considerably beyond footwear to encompass a full spectrum of luxury apparel, accessories, and home goods, all underpinned by a commitment to exceptional materials and craftsmanship. The company remains a significant employer in the piedmont region of Italy, supporting local artisans and preserving conventional techniques.
The Loro Piana story exemplifies how a focus on problem-solving and personal needs can translate into a thriving global business.The initial investment in comfortable footwear, born from a desire for practicality on the water, laid the foundation for a luxury empire built on quality, innovation, and a dedication to the finer things in life.
Top: A model relaxes on Pier Luigi Loro Piana’s 81-foot sailing yacht, My Song, in a linen shirt whose collar is designed to stay standing, even in humid conditions.
Model: Loic Antina; Grooming: eduardo Bravo
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Pinterest Reveals gen Z & Millennial Men Redefining Masculinity through Style, Self-Care, and Authenticity
New data from Pinterest’s inaugural men’s trends report indicates a significant shift in how younger generations of men engage with brands and express themselves online. Nearly half of Gen Z and Millennial men on the platform identify as brand loyalists and conduct thorough product research before purchasing, signaling a discerning consumer base. This insight emerges as male users now constitute over a third of Pinterest’s global audience, showcasing a demographic that actively seeks positive and authentic online interactions, a stark contrast too the toxicity often found elsewhere.
the report highlights that men, notably Gen Z (ages 18-27) and Millennials (ages 28-43), are actively “redefining masculinity through style, substance and self-care.” Fashion remains a primary driver for male engagement on Pinterest, with 46% of Gen Z men using the platform for style inspiration in the past month. this interest is reflected in trending searches such as “older brother core,” a style characterized by a nonchalant, 90s-inspired aesthetic with nods to grunge.
Searches for specific fashion trends have surged, with “goth guy outfits” and “grunge guy” seeing increases of 120% and 115% respectively. “Grunge outfits male” and “jorts outfit” have both risen by 135%, while “men’s alternative fashion” is up 185%. The “older brother core” trend itself has seen a 95% increase in searches, with “older brother core outfit” spiking by 175%. Even “vintage grunge” searches have grown by 50%. Beyond clothing, men are also focusing on accessories, with “men jewellery aesthetic” up 35% and “necklace stack” searches increasing by 50%.
Wellbeing is another key area of focus, with a notable surge in interest in activities like Pilates and rock climbing. “Pilates outfit” searches have climbed 125%, and “rock climbing aesthetic” has seen a 95% increase. Moreover, half of gen Z and Millennial men on Pinterest prioritize their appearance, with self-care routines gaining traction. Searches for “healthy hair routine” and “dry skin care routine” have both risen by 45%.
Breaking down conventional gender norms,men are also exploring beauty and grooming with increased openness. Searches for “male makeup” have increased by 50%, and “male nail art designs” are also experiencing unprecedented interest, underscoring a broader embrace of self-expression and personal care.This data collectively paints a picture of a modern male consumer who is informed, expressive, and invested in personal well-being and authentic style.
