Brunello Cucinelli and the Fabric of Community

Family Roots

On the rise of a low hill, not far from Lago Trasimeno—a heart shaped lake in the heart of the province of Umbria—rests the home village of Federica Cucinelli, wife of Brunello Cucinelli. For those unfamiliar with Signor Cucinelli, his family founded what became a world-wide clothing empire. This company differentiates itself from most other such endeavors because the Cucinelli family has never left their roots. 

Permit me to explain:

Federica grew up in Solomeo, in the province of Umbria. Following their wedding in the late ‘70s, Brunello became fascinated, then passionately interested in, cashmere. He greatly respected the care and concern breeders had for the Capra Hircus goat, the source of the highest quality cashmere. Therefore, he created a line of women’s clothing made from this unique wool. For decades, Perugia has represented a center of women’s clothing creation. Yet, against such a competitive field of designers, he willingly took on the challenge. 

Growth and Community

When the the Cucinelli clothing line became available in Umbria, the German expatriate and visitor community took particular notice and spread word of the incredible quality. After leading the company through a commitment to slow and measured growth, he brought his brand to the Milan “Borsa” stock market in 2012. As a result, he ensured the financial future of the company. 

Brunello writes about his approach to investors:

I presented my proposals without focusing on economic figures or formulas, but talking about people, the dignity of work, the ancient heritage, the ideals. I was sincere, I was trying to win people over with my enthusiasm.

Additionally, their commitment to local employment as a first source of labor represents another critical value of the Cucinelli family, with spectacular results. Thus, when you read about the Cucinelli facilities in Solomeo, you do not read about hard numbers and cold facts. Rather, you come to understand how creativity becomes most empowered when people talk with each other, focus on their work, and do hand stitching while sitting next to a window overlooking the Umbrian hills. That kind of patient quality goes into every garment. 

In 1994, as the company gained popularity, the newspaper Il Sole quoted Brunello in an article titled, “The Shadow of Cashmere Conquers the Germans.” Brunello states:

I want all my employees to work with satisfaction. Nobody must clock in or out and everybody has the keys to the offices.

Family Legacy

Recently, Brunello and Federica’s daughters joined the business, which clearly pleases the couple. Consequently, as the business continues expanding, their values remain unchanged. Above all, quality, time, and commitment to environmental focus show in each product the company creates.

In 2018, Brunello published a book through Italian publishing house Feltrinelli. The Dream of Solomeo: My Life and the Idea of Humanistic Capitalism focuses on his beliefs about business, abundance, and creativity in a competitive world. On the back cover, he writes:

I valori eterni di bellezza, di umanita e di verita sono ideale e guida di ogni nostra azione.

The eternal values ​​of beauty, humanity and truth are the ideal and guide of all our actions.

To some, these sentiments may seem antiquated. However, when you study the great success the Cucinelli family has achieved, clearly this approach has proved incredibly successful.

In 2013, Brunello established The School of Arts and Crafts in Solomeo in continuing support of creativity. On the website, he states:

Here technology is not banned, but it is there to serve the hands and the eyes of our artisans. As it was the case for the workshops from the past, here crafts are taught in a practical manner under the guide of a master: Pattern Making and Women’s Tailoring, Cutting and Men’s Tailoring, Mending, Knitwear, Horticulture, Gardening and Masonry.

During the Renaissance, workshops of Verrocchio and others held the tradition of passing on creative knowledge to those willing to learn. These traditions form the basis upon which the Cucinelli family has built a “soft empire.” With dedication, enthusiastic support, and trust, the Cucinelli family hope this business model will inspire others to follow their own creative passions to sustain the foundations of our culture.

Learn More

In 2018, Cucinelli invited 500 journalists from around the world to visit Solomeo. Please enjoy this article published in “W”, Women’s Wear Daily by their journalist who took part in that visit. 

A Visit to Burnello Cucinelli’s Solomeo

Please note, tours of the Solomeo facilities are not, as of his article’s date, available.