Pietro Francesco (1697-1753) e il figlio Giovanni Francesco (1727-1796) avviano l’attività di una macchina per la follatura di tessuti in lana in regione Paroir a Pollone, quindi la nascita del lanificio, sebbene il censimento sabaudo del 1623 già indicasse due componenti della famiglia Piacenza come commercianti di lana. Pietro Francesco amplia lo stabilimento che nel 1757 dà lavoro a 100 persone.
From the late nineteenth century to the middle of the twentieth, travelling was an uncomfortable, slow and dangerous business. The Earth seemed to be bigger than it is today and only suited to courageous spirits. Anthropological, botanical and scientific discoveries arrived from far-off lands, with images that illustrated aspects of the world that had never been seen before.
The travels of Mario and Guido Piacenza led to invaluable discoveries for the company. During his expedition to the Himalayas (1913), Mario discovered the softness and warmth of the fabrics that the Sherpas wore tied around their
Camp at 5,500 m above sea level on the Durung-Drung glacier in the Himalayas
Mario Piacenza on an elephant in Calcutta
ankles. He immediately realised that he had found an ally against the cold and looked for its origin. Curiosity and his love for the life of the nomad shepherds and their animals led him to his discovery: the undercoat of the cashmere goat. Years later, he explored the Earth’s lunar landscapes. In the deserts of the Middle East, the Berbers taught him to appreciate the value of camelhair. In addition to being an indispensable means of trans- port, the ship of the desert also turned out to be vital for dealing with the desert’s low nocturnal temperatures. Mario discovered the camelhair duvet and the result was a revolution in overcoats.