Founded in 1924, Loro Piana has a monopoly on the finest and most expensive wool on the planet, and its family has been engaged in the wool fabric trade since the 17th century, owning some of the world's best fabrics. "The Gift of Kings®" was once the exclusive collection of European royal families. Loro Piana has no celebrity endorsements, no conspicuous logos, and no advertising, and its sponsorships are Europe's top horse riding and obstacle races, classic car rallying, and title sailing races, which are low-key and noble. Antoine Arnault, the "prince" of the LVMH group, and her father Bernard Arnault usually wear only LVMH brands, with the exception of Loro Piana. Loro Piana eventually joined LVMH in 2013 as part of the group's premium brands. Its price is measured in 10,000 yuan, and it still captures a large number of lifestyle artists who pursue the highest quality.