When Silicon Valley venture capitalist Chamath Palihapitiya declared himself a “man in the arena” on social media last month, there was a lot of laughter at his expense. When he responded to his critics with a post showing very expensive clothing and accessories from the Italian fashion brand Loro Piana, features writer Jen Wieczner saw a story. Today, Jen has put together this delightful look at the transformation of Loro Piana from a very quiet and discreet status symbol among the super-rich into something much buzzier and showier in the tech world — including fodder for online taunts and brags like Palihapitiya's. Has it been worth it? So far, the company — whose CEO had dinner with Palihapitiya before an event in Silicon Valley — seems fine with it.

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