High fashion and sportswear draw closer together as luxury brands make the mainstream leap into design that is both fashionable and practical. For the first time in the brand’s history, Loro Piana has announced its collaboration with the European team of the Ryder Cup for two matches: 2016 in the U.S. (Hazeltine, Minnesota) and 2018 in France (Le Golf National, Guyancourt). Through this partnership, Loro Piana has an opportunity for testing the performance of its products or new fabrics and fibers under specific harsh atmospheric conditions and situations.
The luxury-cashmere brand has designed the outfits that the European players will wear in all their official public appearances: travel, practice, tournament play, gala dinners and the opening and closing ceremonies.
Designed according to the instructions of Darren Clarke, captain of the European team, the collection must reflect the spirit of the event, incorporating natural colors, technical performance, durability, and above all refined elegance and impeccable style, even on the green. To announce the agreement, the “Tuesday Practice” sportswear range was unveiled at a preview.
Held every two years since its creation in 1927, the Ryder Cup alternates between Europe and the United States. It is the most prestigious team golf competition in the world. The format is unchanging as the European and American teams challenge one another in two teams of 12 professional players and one captain per side for three days of head-to-head matches.
“We are very proud and honored to represent the European Team at The Ryder Cup. We have high hopes that Loro Piana’s elegance, quality and extensive experience in transforming the best natural fibers in the world into high performance products, in this case for sports professionals, will win us yet another important victory,” said Antoine Arnault, Chairman of Loro Piana.
A Ryder Cup capsule collection will be available exclusively at selected Loro Piana stores, including Milan, Paris, Beverly Hills, and Singapore Marina Bay from mid-September 2016.