Brunello Cucinelli, a successful entrepreneur and designer as well as a philosopher committed to a humanistic approach, founded his luxury brand on universal moral values.
A Designer and Philosopher
Italian Brunello Cucinelli was born on September 3, 1953 in Castel Rigone and grew up in difficult conditions in a house without electricity or running water in this rural agricultural area outside Perugia. Expelled from engineering school at the age of twenty-four, Cucinelli enjoyed reading philosophical texts. After dropping out, he was hired as a model by a leading sportswear company in the ski and tennis industry. Always well dressed, reading fashion magazines and following the latest trends, Brunello Cucinelli focused on developing his career when he turned 25. His goal was to make colorful cashmere sweaters for women only, in a contemporary style. With this innovative idea, he began to design high-end garments for a market segment called “absolute luxury”, reflecting Italian craftsmanship and craftsmanship.
Over the years, Cucinelli became increasingly specialized in working with cashmere, and his most critical moments of business growth were characterized by mutually respectful communication. With a constant enthusiasm for learning, Brunello Cucinelli took his father as a role model and made it a moral obligation to never fail to respect human values. A true humanist, the designer founded his company in 1978, where he would always maintain a balance between the goal of making a profit and giving to charity, without ever losing his deep respect for the world and all that has been created. So much so that the company donates twenty percent of its profits to the Brunello Cucinelli Foundation.
Humanist Capitalism
Brunello Cucinelli, who continued his successful journey with Cashmere, first opened abroad by working with Germany because he thought they were much more professional. Germany was followed by other European countries over the years. Brunello Cucinelli, who is almost synonymous with cashmere sweaters, believed in creating high quality products, but he also made sure that his workers were as satisfied as those who wore his clothes. His greatest dream was a working environment where workers took pleasant and relaxing breaks, where the dimension of craftsmanship prevailed, and where wages were sufficient to live a dignified and quiet life. He was greatly inspired by the teachings of his father, who was his role model. He therefore believed that professionalism, courage and transparency in one’s actions – in other words, respect for one’s own and others’ dignity – were the foundation of life. It is precisely because of this idealistic and humanist approach that Brunello Cucinelli introduced the ideology of Humanist Capitalism into the literature.
Moving to Solomeo Castle
In 1982, Brunello Cucinelli married his dear life partner Federica Benda. Living in his wife’s house in Solomeo, Brunello Cucinelli decided to move his small factory from the suburbs of Perugia to a new headquarters. He decided to buy the tower and medieval castle in the small ancient hamlet of Solomeo to realize his dream working environment. These buildings, traces of a long history, were in the heart of the picturesque medieval settlement. Brunello Cucinelli had little difficulty in negotiating with the owner of the castle to purchase these buildings, as he expressed his sincere desire to preserve the castle in its entirety and transform it over time into a place for the benefit of humanity. The company began restoring the ancient tower and castle in Solomeo in 1985 and moved its headquarters to Solomeo castle in 1987 after two years of preparatory work. In this new headquarters, Brunello Cucinelli was able to offer its employees the ideal working environment.
From Cashmere to Fashion Brand
From the castle of Solomeo, Brunello Cucinelli rapidly grew his brand based on respect for people, protection, preservation of traditions and industrial product quality. Instead of migrating to big cities for a more comfortable life, Brunello Cucinelli stayed in this small ancient town and created a luxury fashion brand that the world is talking about, and the masses admire him, his ideas and his collections. The brand’s advertising campaigns focused on themes representing Italian culture, village life, dignity, respect, education, kindness and the value of preserving places. It was therefore not surprising that the brand’s first global campaign in 1996, with the slogan “We Need a New Humanism”, attracted worldwide attention.
Brunello Cucinelli has become a premium brand on a global level thanks to its founder’s philosophy of fair growth, fair profits and perpetual civility. Brunello Cucinelli began its journey with cashmere knitwear and continues with ready-to-wear, footwear and accessories for men and women in search of a contemporary, comfortable yet chic style. Today, the brand continues its retail channel with the opening of single-brand boutiques in Europe, America and Asia and shows its assertiveness in eyewear with the EssilorLuxottica collaboration.
Brunello Cucinelli & Oliver Peoples Collaboration
In July 2021, Brunello Cucinelli launched its first eyewear collection in collaboration with Oliver Peoples, one of the EssilorLuxottica brands, which has an important place in the optical industry with its collections carrying the spirit of California. This collaboration has been described as a groundbreaking partnership as it is the Italian fashion house’s first venture in the eyewear industry and the first collaboration in the brand’s history. The Brunello Cucinelli and Oliver Peoples capsule collection was launched in late September 2021. The collection, which was met with great interest and acclaim, featured five signature frames – Nino, Nino Horn, Filu, Artemio, Disoriano and a special Oliver Sun. While the acetate models Filu, Nino and Nino Horn stand out with their special core wire details, Filu was inspired by the Monili detail often seen in Brunello Cucinelli’s collections. Nino’s design was inspired by the architecture of the archway through the town of Solomeo. In the joint collection, the metal frame styles Disoriano and Artemeio feature genuine horn temple inlay and the Brunello Cucinelli logo engraved on the handle tips. The Oliver Sun model was presented as a classic Oliver Peoples style with a brand new color option exclusive to the collaboration.
EssilorLuxottica Collaboration
In November 2022, just one year after the collaboration between the Italian fashion house and Oliver Peoples, Brunello Cucinelli and EssilorLuxottica signed an exclusive ten- year license agreement for the design, manufacture and distribution of eyewear under the “Brunello Cucinelli” brand. The new agreement will come into effect on January 1, 2023 and run until December 31, 2032. The first collection will be introduced to the market in the first quarter of 2024. This agreement represents an extension of the ongoing collaboration between the two companies started in 2021, which included the launch of a capsule collection signed by Brunello Cucinelli and Oliver Peoples, an EssilorLuxottica’s exclusive brand. Inspired by culture and beauty, the success of the partnership is built around a shared passion for superior quality, true artisanal craft, exquisite aesthetics and understated approach to luxury. The long-lasting relationship continues thanks to a common vision, a taste of the beauty and the elegance of the Italian style but also thanks to strong personal affinities based on mutual esteem and loyalty. This new long-term commitment aims to further strengthen the bonds between future generations of the two companies, as Brunello Cucinelli and his whole family wish. They have always seen Leonardo Del Vecchio as a model of humanity and a man of extraordinary class and fine competence.
Chronology
1978: The enterprise is born. Production of women’s knitwear in colored cashmere begins.
1982: Brunello Cucinelli married Federica Benda
1985: Acquisition of the 14th-century castle of Solomeo, a small village on the outskirts of Perugia.
1987: The Solomeo castle became the company headquarters after two years of restoration.
1994: First Brunello Cucinelli-branded men’s collection and opening of first flagship store in Porto Cervo.
2002: First men’s/women’s total look collection. At the same time as consolidating distribution through the multibrand channel, the company begins a development strategy through the opening of monobrand stores positioned in the world’s main capitals and in the most exclusive resorts.
2009: Shoes become part of the Brunello Cucinelli collections.
2012: Listing on the Italian stock exchange. The institutional road show, scheduled in two weeks, is interrupted after only 6 days due to excess demand. Due to high investor interest, demand exceeds 18 times supply. On April 27, 2012, on the first day of listing, trading drives the share price up 49.7 percent.
2017: Brunello Cucinelli took center stage in San Francisco at Dreamforce2017, the four-day event dedicated to the themes of growth, innovation, learning and equality. During the event, the entrepreneur and Marc Benioff, Founder and Ceo of technology company Salesforce, dialogued on the topics of Gauzy Technology and Digital Humanism in the presence of more than 170 thousand industry pioneers from more than 91 countries.
2021:
2022: Signed 10-year license agreement with EssilorLuxottica for design, production and distribution of eyewear.
2023: Brunello Cucinelli, one of the understated heroes of luxury clothing brands, celebrated his 70th birthday on September 3, 2023, in a unique opportunity that raised a toast to many realized dreams. From a runway show to a delightful evening dinner served in the heart of Solomeo, the event was a memorable gathering of dear friends and guests. Tanti auguri, Brunello! Brunello Cucinelli’s 70th birthday celebration was crowned with an exclusive runway show. This runway showcased a collection composed of symbolically chosen creations, meticulously designed to capture the brand’s philosophical and aesthetic legacy. Each piece was an expression of timeless elegance, flawless craftsmanship, and iconic nuances.
February 2024
