Pier Luigi Loro Piana

My brother and I became convinced that to buy and sell legally sheared vicuna hair was the only way to help the vicuna increase in numbers. If the animal becomes useful to society, people will take care of the animal; if it's not useful, they will not take care.

Italian Businessman

My father passed me the concept that vicuna was something very special, very expensive. So it was a question of pride. I didn't want anybody else in the world to be touching vicuna before us.

A vicuna alive is worth more than one dead. Now it is like a goldmine.

Vicunas are protected animals with restrictions on hunting, emphasizing their vulnerability.

Endangered Species

Vicunas live in the Andes, so mentioning them suggests a setting with extreme elevations.

High Altitude Habitat

In South America, the vicuna is a symbol of Andean culture and often appears in traditional art.

Cultural Significance

Vicuna wool is high-end and associated with luxury fashion because of its scarcity and softness.

Luxury Material

Clothes made from vicuna wool offer exceptional warmth and are prized for their comfort.

Warmth and Comfort

Due to the rarity of vicuna wool, items made from it are typically very expensive and seen as status symbols.

Rare Textile

 this vicuna mom-to-be is about to give birth her calf is slowly emerging into the world and will soon land on the ground of its home in