Loro Piana Enters Silicon Valley, Launching a New Blockchain-based Digital Authentication Service

3月 20, 2023

Loro Piana, the top Italian luxury cashmere brand owned by the French luxury conglomerate LVMH, recently opened a new boutique at the Stanford Shopping Center in Palo Alto, California, and announced a new digital certification service in collaboration with the Aura Blockchain Consortium.
The Palo Alto store features 20 ready-to-wear garments made from The Gift of Kings® wool fabric, and for the first time ever, each has a label containing a QR code. Customers can simply scan the code to verify the authenticity of the product and trace its journey from the fiber’s origin to the s …