January 19, 2021

Loro Piana Introduces New Green Storm System, Launches New Ad Campaign for Tasmanian Fabric

MILAN — Loro Piana has embarked on a greener journey. The Italian luxury company, which makes fabrics for its own use and supplies high-end garment manufacturers, will present the new Green Storm System treatment at the upcoming edition of Milano Unica running here July 11 to 13.
The Green Storm System is the eco-friendly update of the existing Storm System treatment, which the company has applied to all its natural fabrics since 1994 to create waterproof and wind-resistant items.
The new treatment consists of a hydrophilic and osmotic membrane, applied to the reverse side of a fabric and created using a special polyurethane made from 50 percent renewable plant resources and castor oil, in particular. The result is a thin and breathable membrane that provides additional stretch and a softer feel to Storm System’s usual performance.
The Green Storm System is completed by the surface Rain System. Launched last February, the Rain System is used in combination with the membrane and increases the effectiveness of the waterproofing created by the Storm System by forming an invisible barrier around each fiber to protect it from dust, dirt and liquid stains. The Rain System treatment is also eco-friendly, with more than 60 percent of its components coming

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