The renowned fashion brand Loro Piana has recently unveiled an innovative denim material called CashDenim, which is made from a blend of cotton and cashmere. This new fabric is created through a highly artisanal process, with the brand enlisting the help of technicians from Japanese manufacturers in the Bingo region. By blending 60% cotton and 40% cashmere, they have achieved a soft texture that mimics traditional denim.
In an industry that is increasingly focused on ethical and environmentally conscious production, fashion houses like Loro Piana are investing in research and development to build the supply chains of the future. Gucci, for example, has made an investment in responsible wool, while Boucheron has launched an upcycled line called Cofalit. Loro Piana’s ambition to create innovative and sustainable materials aligns with these industry trends.
The manufacturing process for CashDenim is a stark contrast to the overproduction and fast supply chains that dominate the fashion industry. Each meter of fabric requires a full day’s work from skilled weavers using traditional machines, emphasizing the brand’s commitment to craftsmanship and slow fashion practices.
Due to the rarity of the material, Loro Piana has incorporated CashDenim into two product ranges of its upcoming Autumn-Winter 2022-2023 collection. These include the “Cyrius” jacket and two jean models, named the “Madley” and the “Lewel 22”. By featuring CashDenim in these key pieces, Loro Piana aims to highlight its brand heritage rooted in fabric expertise, while showcasing its ability to innovate.
Loro Piana’s dedication to exclusive materials and craftsmanship has earned it a strong reputation in the fashion industry. The brand, founded in 1924, is known for its expertise in luxury fabrics such as wool and cashmere, as well as its family-run business model. This reputation and commercial potential led to an investment by the LVMH group in 2013, giving them a majority stake in the brand. This partnership allowed Loro Piana to accelerate its development strategy and leverage the support and resources of the luxury giant.
In addition to CashDenim, Loro Piana has also recently launched a “Cocooning” loungewear collection, featuring a new material called AirCash. This fabric combines silk and cashmere, further highlighting the brand’s dedication to innovation and premium materials.
As Loro Piana continues to push boundaries in fabric manufacturing, their commitment to sustainability, craftsmanship, and innovation remains at the forefront. With their new materials like CashDenim and AirCash, they are setting a benchmark for the future of the fashion industry.
Useful links:
– [Loro Piana Official Website](https://www.loropiana.com)
– [LVMH Group Official Website](https://www.lvmh.com)
