It was at that time that Pietro single-handedly started a new venture that would be more forward-thinking. This is how "Ing. Loro Piana & C." was started in Corso Rolandi, now the corporate headquarters of the company.[2] Great supporter of engineering development applied to production process and to all technological innovation of the product, on 24 April 1924 founded the company "Ing Loro Piana & Co.", which later became the current Loro Piana SpA, giant of Italian fashion and among the largest companies in the world producing clothing in cashmere wool.[2] Loro Piana died in 1941.