Loro Piana's Gift of Kings Collection Now Comes with a NFT and Traceability Feature
What's the next move for stealth wealth? According to Loro Piana, it's a marriage of sentiment and technology. In tandem with their latest boutique opening in Palo Alto, California, the brand has introduced a novel feature to its signature Gift of Kings garments: an NFT and the ability to trace the creation process of each piece in the collection.
Obtained from the shearing of select merino sheep raised by generations of expert breeders in Australia and New Zealand, the wool featured in Loro Piana's Gift of Kings collection takes shape in shirts, sweaters, coats, and more pieces, which are all ultra-soft, crease-resistant, and breathable. A crew neck in the collection comes with a $2,000 price tag, while a half-zip sweater comes to nearly $9,000.
On the sentimental side, the collection's name hints at the divine act of passing down precious Loro Piana pieces to next-generation owners. Sure, one will pay a bit more for a garment, but what is the price tag for something that's 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 gilet that was passed down to him by his father, who had inherited it from his grandfather. He waxed poetic about not only the durability, but also how the piece essentially links his family lineage together. Toward the end of his story, he asked: What if there was a way to trace the story of the garment?
This is where the technological innovation of this collection becomes clear. Each piece comes with a unique NFT created by artist Charlotte Taylor, founder of the Maison de Sable studio and a “dreamscape artist." Specialized in the creation of 3D renderings that can also translate into tangible architecture and interior design projects, she works on the subtle boundary between the real and the fictitious.
The NFT is accompanied by a unique QR code powered by Aura Blockchain Consortium. Customers can scan the code to verify the authenticity of the garment and the traceability of the item's origin. The entire creation process will all be available to purchasers. Some may call it geeky, others, transparent.
Starting in mid-March and from the Spring Summer 2023 Collection onwards, the transparent digital certification will be extended to new products made of The Gift of Kings available in all Loro Piana stores around the world.
To purchase, visit loropiana.com.
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