Brunello Cucinelli

Born in 1953 to a family of farmers in rural Italy, Brunello Cucinelli grew up in a house without electricity or running water. His early years were marked by poverty and manual labor.

"I can still perceive, in the senses, the scent, sounds and lights of the farming life I was born into," Cucinelli recalls.

But even as a young man, Cucinelli had a keen eye for quality and beauty. He was drawn to the world of fashion and saw an opportunity in colorful cashmere sweaters. In 1978, at age 25, he took a leap of faith. He borrowed 500,000 lire (about $550 today) and started his own company.

The early days were tough. Cucinelli had no business experience. No contacts in the fashion world. Just a belief in his product and a willingness to work tirelessly. He went door-to-door to boutiques, trying to convince them to stock his sweaters.

"I was firmly convinced of the idea of producing high-quality garments that reflected Italian craftsmanship and manual skills," Cucinelli says.

Slowly, his persistence paid off. Orders trickled in. Then grew. By the late 1980s, Cucinelli's colorful cashmere was gaining a reputation for quality and style.

But Cucinelli wanted more than just financial success. He was determined to build a company that valued its workers and community. In 1985, he bought a 14th-century castle in the village of Solomeo and made it his company's headquarters. He restored crumbling buildings and created a workplace that felt more like a Renaissance workshop than a modern factory.

"I believe in a form of contemporary Humanistic Capitalism where fair profit is pursued by trying to cause as little harm as possible to Creation and humanity," Cucinelli explains.

This philosophy wasn't always easy to maintain. During the 2008 financial crisis, many luxury brands cut costs and laid off workers. Cucinelli did the opposite. He guaranteed jobs and even raised wages. It was a risky move that paid off in loyalty and quality.

Today, Brunello Cucinelli is a billion-dollar company. In 2023, its revenue surpassed €1.1 billion ($1.2 billion). But more impressive than the financial success is the way Cucinelli has achieved it.

The company pays its workers 20% above market rate. It donates 20% of profits to charity. Employees in Solomeo enjoy amenities like a company library and theater. The workday ends at 5:30 pm sharp.

"There are three things you cannot buy. Fitness: You have to keep fit, whether you're rich or not. Diet: You cannot pay someone to be on a diet for you. I think that diet is the biggest sacrifice in my life. Then, looking after your soul. No one can possibly treat your soul but you yourself," Cucinelli reflects.

Cucinelli's success proves that ethical capitalism isn't just a nice idea - it can be a winning business strategy. By valuing craftsmanship, community, and human dignity, he's built a brand that resonates deeply with consumers seeking quality and meaning.

The farmer's son who once plowed fields behind an ox is now known as the "King of Cashmere." But for Cucinelli, the true measure of success isn't in titles or profits. It's in creating a business that enhances the lives of everyone it touches.

Lessons

Lesson 1: Build a brand around a philosophy, not just products. Cucinelli didn't just create a luxury clothing line. He built an entire ethos around "humanistic capitalism." This philosophy permeates every aspect of his business, from how employees are treated to the restoration of Solomeo. It's not just marketing - it's a core part of the company's identity. "I believe in a form of contemporary Humanistic Capitalism where fair profit is pursued by trying to cause as little harm as possible to Creation and humanity," Cucinelli says. This approach has created a deep emotional connection with customers that goes beyond the products themselves.

Lesson 2: Don't be afraid to go against industry norms. In an industry known for long hours and high-pressure environments, Cucinelli has strict rules about work-life balance. Employees start at 8am and finish at 5:30pm sharp. No work emails on weekends. 90-minute lunch breaks. These policies might seem inefficient, but they've created a loyal, productive workforce and reinforced the brand's values. "Human beings are much more creative in the morning after a good rest and after devoting time to themselves," Cucinelli explains.

Lesson 3: Use physical spaces to embody your brand values. Cucinelli's headquarters in Solomeo isn't just an office - it's a physical manifestation of the company's philosophy. The restored medieval buildings, the company theater, the school for artisans - all of these reinforce the brand's commitment to culture and craftsmanship. As Cucinelli puts it, "Man needs dignity more than bread." These spaces serve as powerful marketing tools, attracting media attention and reinforcing the brand's unique positioning.

Lesson 4: Use ancient wisdom to solve modern problems. Cucinelli is known for his love of philosophy and classical literature. He's applied these timeless ideas to modern business challenges. For example, his concept of "otium" - the Roman idea of productive leisure - informs the company's approach to work-life balance. This unique perspective has helped Cucinelli create innovative solutions that stand out in the fashion industry.

Lesson 5: Use your hometown as a competitive advantage. Most luxury brands are based in fashion capitals like Milan or Paris. Cucinelli chose to stay in Solomeo, a tiny village in Umbria. This decision might seem counterintuitive, but it's become a key part of the brand's story and appeal. The company has invested heavily in restoring and developing Solomeo, turning it into a living showcase of Cucinelli's values. As one 90-year-old resident put it, "Before, this place was a sh*thole, but Mr. Cucinelli has given the place some dignity." This unique location sets Cucinelli apart from competitors and reinforces the brand's authenticity.

Brunello Cucinelli Quotes

On business philosophy: "I believe in a form of contemporary Humanistic Capitalism where fair profit is pursued by trying to cause as little harm as possible to Creation and humanity."

On work-life balance: "Human beings are much more creative in the morning after a good rest and after devoting time to themselves."

On true wealth: "Having enough is a form of wealth."

On leadership: "Elevated things love words, deep ones prefer silence."

On long-term thinking: "I have three-year business plans and 30-year business plans but also three-centuries business plans."

On dignity: "Man needs dignity more than bread."

On personal growth: "There are three things you cannot buy: fitness, diet, and looking after your soul."

On values: "The willingness to make sacrifices for others, to be able to wait for a reward, the devotion to work; for me, these are everlasting values."

On entrepreneurial motivation: "I wanted my company to foster the human and economic dignity of human beings. That was the main purpose because I was moved by the tearful eyes of my father."

Speeches

• Speech by Brunello Cucinelli to the World's Great Leaders on the occasion of the G20
• Speech for the company's listing on the Milan Stock Exchange

Book Recommendations

• "The Dream of Solomeo: My Life and the Idea of Humanistic Capitalism" by Brunello Cucinelli
• "Brunello Cucinelli: A Humanistic Enterprise in the World of Industry" by Brunello Cucinelli and Massimo Folador

Further Readings

• Brunello Cucinelli's official website
• Brunello Cucinelli's investor relations page