Loro Piana will showcase the culture, experience and history of its cashmere products with the help of two Italian rally champions.
The luxury retailer will retrace its cotton sourcing roots as part of its 6th annual Beijing-Paris intercontinental classic car rally. For 37 days, Giorgio Schon and Pierre Tonetti will drive a 1971 Alfa Romeo Giulia Super to document the company’s rich cashmere heritage, accompanied by a small saddle bag carrying tufts of cashmere from one 2015 harvest that will be awarded Loro Piana’s “Cashmere of the Year 2016” prize. The race will cover over 14,000 km (8,700 miles) in total and it is highly symbolic to the company’s cashmere supply chain journey.
Loro Piana cashmere is first sourced in China and Mongolia and then moved to its final destination in Europe, where it is made into yarns, fabrics and finished products. The Schon-Tonetti team will start in Peking, travel through the Gobi Desert and Mongolian wilderness, cross the Ural Mountain range and drive through Moscow, Belarus, Poland, Slovakia, Hungary, Slovenia, Italy, Switzerland and end in France.
Both teammates will be outfitted with Storm System Roadster Pebble Beach Concours d’ Elegance cashmere vests and Roadster Villa D’ Este jackets. Both clothing items are part of Loro Piana’s Roaster collection, which features lightweight, waterproof and wind-resistant apparel for classic car drivers.
Loro Piana’s team is currently in Tyumen, Siberia, and the team can be tracked on their travels via GPS on the company’s website.