Pietro Antonio Loro Piana was the son of Giacomo Loro Piana and Clementina Zignone. His family had been in wool-making in the Province of Biella.[1][non-primary source needed] In Quarona, Province of Vercelli, he founded the Lanificio Fratelli Lora e Compagnia and then Lanificio di Quarona di Zignone & C..[1]