I hope we’re finally getting past the era of lifestyle brands manufactured by holding companies and branding committees. If the heritage movement in clothing has done anything, it has shined a light on marques that are built to last. Ralph leans into the lifestyle with a world class vintage car collection—that he drives, and a ranch that really works. All this over 35+ years, while surf brands built in Columbus, Ohio only become more of what they are—surf brands built in Columbus, Ohio.
Last summer, I had the pleasure of lunching at a table adjacent to Sergio Loro Piana. He told the story of his family’s 150+ year history as wool merchants, and of the Loro Piana brand, founded in the 1920’s, that is multi-generationally run, and family owned. At a visit to his St. Tropez store later that evening, he described the company’s efforts to preserve and develop the Vicuna trade in South America. Through equal parts conservation and entrepreneurship, the Vicuna business is stronger than ever, and Loro Piana has made the world’s most sublime yarn available in suiting fabric and sweaters.
The same can be said for the company’s efforts in Baby Cashmere. Made from the downy tufts of a baby goat’s first brushing, the feel of wearing Baby Cashmere is equal to the look on the face of the baby goat being brushed for the first time, see above.
On a visit to Loro Piana’s Beverly Hills store last month, I picked up my second Baby Cashmere sweater. Twisting three colors of blue/green yarn together, creates an amazing color that is unique to Loro Piana.
I salute the real deals, and Sergio Loro Piana is the realest. Passionate about his family’s brand, charming beyond expectation, and committed to delivering only the finest materials with the best, understated Italian design. That’s what defines a true heritage movement.