Loro Piana and the world of classic cars

Loro Piana has a strong, authentic, and long-standing connection to the world of classic cars and the elegance and beauty it evokes. From the vintage vehicles to the way one sits at the wheel, it is a sport that represents a certain discerning lifestyle.

A passion sparked by a family pastime

The House’s love for racing and concours d’élégance is deeply ingrained in the Loro Piana family, who were active purveyors of the sports as well as the elevated way of living that comes with it.

Rooted in a long-standing driving heritage

The Maison’s car team was founded in 1987 by a group of friends, collectors, and enthusiasts under the colours of the House. Initially known as Rosso Corsa and later renamed the Loro Piana Classic Car Team, the crews competed in prestigious Italian and international regularity rallies. From 1990 to today, the crews fielded more than 200 individual overall victories and over 500 class and grouping victories, including the Mille Miglia, the Coppa d’Oro delle Dolomiti, and the Winter Marathon.

The International Concours of Elegance

In 2024, 2025, and, most recently, 2026, Loro Piana reinforced its dedication to classic cars by supporting The International Concours of Elegance (The I.C.E.). The occasion marks an eagerly awaited winter event for automotive enthusiasts and is held in St. Moritz. It is a tribute to the refined art of driving – extending to the vintage vehicles and the way one sits at the wheel, comfortably and freely.

Crafted for on the road

The competitions have served as an open-air laboratory to try new innovations and road-test garments for functionality, inspiring the creation of the now-iconic Roadster jacket, designed specifically for driving. To this day, the Roadster is still revolutionary and innovative from both a technical and an aesthetic point of view – so much so that Loro Piana members have come to be admired for their elevated elegance. This quest for refinement and timelessness is at the heart of the House and its values. It has also inspired the making of dedicated driving uniforms in the Maison’s signature navy blue-and-yellow sporting colourway for the 2025 edition of The I.C.E.

7212_2024-02-22_PM_Loro-Piana_The-ICE_4-5

The Roadster, an elevated driving jacket

First launched in 2004, the Roadster jacket was originally created to celebrate the 75th anniversary of the Concorso d’Eleganza Villa D’Este. Complete with a lapelled collar and a double back vent for ease of movement, it is designed with practicality at its core and remains a signature garment for all those who love driving, from competitive drivers to motoring devotees. It is a Loro Piana Icon, combining heritage, craft, functionality, and timeless elegance, and is constantly reimagined in new fabrications and seasonal iterations.