Loro Piana start getting serious with their Leather Goods, new "My" collection for Men.

To go along with their shiny new e-commerce site, Loro Piana have been making several quite significant internal moves to improve themselves generally, never exactly a brand that could be called a slouch in terms of the Luxury stakes, it's first and most significant move as been to generally across the whole brand up the Luxury bar a little, in order to put themselves on a level with the likes of Hermes, and make decisions such as, discontinuing the standard cashmere sweater over the next few seasons so seasonal Cashmere starts from the Baby Cashmere level at £890 per sweater (a story reported on here nearly six months ago) and releasing an exclusive range of hand made Leather luggage and bags for men and women, all in the £5000 price range.

Now in another move that at the same time both streamlines the legitimisation of the brand, and further up's their luxury stakes, for the first time they have expanded and formalised their prior scattered and uneven men's Leather Good's selection into a clean and succinct collection.  Containing some 12 pieces, it includes Wallet, USB key Ring, Travel Wallet, Money Clip, Multi currency wallet, Mobile Devices wallet, Mini Wallet, Mini Credit card wallet, Jacket Pocket Wallet, Ipad Case, Cigarettes Case and Business card wallet, all available in Taupe and Black leather, made from top calfskin each piece is rather uninspiringly titled in exactly the same way with the "my" prefix, for example, 'My iPad Case' and 'My Mini Wallet'.

While the simple plain leather collection with dull names may not get your heart racing, the price most certainly will, at for example £645 for a simple Small folding wallet, it is pretty clear they are continuing to set their sights on the Hermes type clientele with slightly more money than sense, we have to say, Loro Piana is our favourite brand, they can do no wrong, however, £650 for a plain leather wallet with no distinguishing features, from a brand with no former pedigree in this area, which by their own admission is little more than hand stitched calf leather, is just a little too steep.

The Gallery below shows all the articles from the collection in a selection of colours, for the full range and to buy, either visit your local Loro Piana boutique, or www.loropiana.com.