Italian luxury brand “Brunello Cucinelli” mainly produces items using the finest cashmere. Brunello Cucinelli” is a brand that attracts attention not only for its particular items produced with high-quality materials and high craftsmanship, but also for its management, which has been called “the most beautiful company in the world” for its unique humanistic management that lives together with a small Italian village. In this issue, we will focus on Brunello Cucinelli, explaining its history, the characteristics of the clothes it handles, and recommended items.
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What is “Brunello Cucinelli”?
Brunello Cucinelli was established in 1978 as a manufacturer of colorful cashmere sweaters. Under the concept of ” sport chic luxury,” the brand uses cashmere and other luxurious materials to create high-quality collections that showcase the craftsmanship of Made in Italy. Today, the brand is known as a top quality apparel brand that comprehensively offers men’s, women’s, and children’s clothing, as well as lifestyle-related goods, eyewear, fragrances, and accessories.
Brunello Cucinelli S.p.A. was founded in 1978, and as business grew, the company moved its headquarters in 1982 to Solomeo, a small village in Umbria, Italy, the home of Brunello Cucinelli’s now wife. In 1985, the company purchased and restored an ancient 14th century castle in Solomeo and turned it into its headquarters and factory. In addition, a school for artisans was established to pass on to future generations the skills of craftsmen who had been handed down from generation to generation in the region. The school offers scholarships to students so that they can concentrate on their studies, and also provides a stipend. Brunello Cucinelli has also left behind numerous anecdotes, including a symposium (“Symposium of Soul and Economy”) held in Solomeo Village, where Jeff Bezos of Amazon, Inc. and other famous Silicon Valley IT company founders and CEOs visited the village. From here, we will introduce three points that you should keep in mind to deepen your understanding of such a brand.
The true value of Brunello Cucinelli (1)
Since the brand was born as a manufacturer of cashmere sweaters, many people probably have the image that Brunello Cucinelli is a strong brand in cashmere products. At that time, the knitting industry was thriving in Umbria and the suburbs of Perugia, where knit craftsmanship was deeply rooted, and cashmere is still treated as the brand’s main material because it is a material that is not easily discarded (= long-loved). However, it is a waste to summarize Brunello Cucinelli as a luxury cashmere brand in one word. The greatest appeal of this brand, in the opinion of the author, lies in the ” style proposals ” expressed by the combination of high-class materials and Italian craftsmanship.
For example, Brunello Cucinelli is symbolized by items based on neutral colors such as elegant beige and gray. Coordinating the color palette with a beige tailored jacket, gray tie, and white pants, as shown in the snapshot below, is one of Brunello Cucinelli’s unique styles.
While the silhouette, items, and materials used may vary slightly from season to season, it is no exaggeration to say that Brunello Cucinelli has established this style, with its indescribably gentle tones and elegant atmosphere.
With neutral-colored items such as beige and gray mentioned above as its core, Brunello Cucinelli offers a wide range of color items that can be worn in different seasons. In the 2024-25AW collection, “Lobster Orange”, inspired by the color of lobster, “Coral Red”, inspired by coral reefs, and “Iris Flower”, reminiscent of an iris flower, were introduced. Iris purple,” reminiscent of iris flowers. All colors are slightly grayish, which of course goes well with beige and gray.
As dress styles are becoming more casual these days, Brunello Cucinelli is attracting attention not only for its color combinations, but also for its new proposals for free dressing that breaks away from the rules of classic men’s fashion. Suits & riders jackets, layered shirts and turtlenecks, using leather jackets as innerwear, tucking in cardigans, and so on. To raise the level of your own fashion deviation, keep an eye on Brunello Cucinelli’s future trends.
The true value of Brunello Cucinelli (2)Made in Italy
Brunello Cucinelli has had an established reputation since the brand’s founding for “‘Made in Italy’ clothing that is uniquely Italian, supported by a high level of handwork and craftsmanship, and the production of products that are expensive but have value beyond their price. Today, the brand has a strong presence in the village of Solomeo. Today, design, pattern making, material selection, sewing, knitting, and finishing are all done at the company’s own factory, which was purchased and renovated from an old factory in the plains of Solomeo Village from the 1970s, and together with about 400 craftsmen from outside workshops, including those in the suburbs, the company produces high quality garments that shine with Italian craftsmanship every day. Brunello Cucinelli also produces high-quality clothing with Italian craftsmanship every day.
Brunello Cucinelli also incorporates modern and innovative machines and tools, and strives to combine them with the brand’s commitment to handwork and creativity. What is noteworthy is that the brand does not simply aim to increase work efficiency and profit, but rather regards cutting-edge technology as a tool or means to an end, and utilizes it to create products that pursue handwork and creativity.
Brunello Cucinelli believes that “employees are not just workers, but artists,” and with such respect, he calls them “artigiani (artisans),” which includes the meaning of art. The brand pays higher-than-average wages and offers an open manufacturing space with large, bright, and spacious windows from which one can view the natural beauty of Solomeo.
The True Value of Brunello Cucinelli (3)The added value of people, not just products. Humanistic Management
Brunello Cucinelli has attracted attention from many quarters not only for its fashion, but also for its management philosophy. The founder, Mr. Brunello Cucinelli, has a strong respect for the “dignity of workers,” which was inspired by his experience of seeing his father quit farming to work in an urban factory under unfavorable conditions, and his strong feelings about this. He has been called “the most beautiful company in the world” based on his management philosophy of “humanistic capitalism,” which was born out of his desire to create jobs that preserve human dignity by placing importance on “harmony with nature” and “balance between profit and social contribution.
Brunello Cucinelli and his father Umberto, June 2018
Brunello Cucinelli was born in 1953 in Castel Rigone, a rural village in Perugia. At that time, the Cucinelli family consisted of 13 people. They lived in a rustic farmhouse surrounded by fields, orchards, and forests, and lived a life closely connected to nature, using no electricity and tilling the soil with the help of livestock. image by Brunello Cucinelli
In 1982, when he married his wife Federica, they moved to her home village of Solomeo, where they bought an old castle built in the 14th century and restored it to become the brand’s headquarters. In 2013, they opened the ” Solomeo School of Craftsmanship ” to pass on the high level of local craftsmanship to the next generation. In addition to expanding the brand, the company is promoting the economic and aesthetic recovery of the village, which had been in decline and in disrepair.
Brunello Cucinelli at the Men’s Tailor Department
The “humanism” of the e-commerce site cannot be overlooked. Products are accompanied by handwritten messages to prevent customers from being offended by inorganic communication. In addition, the company has also developed a website with AI and other contents that can be enjoyed as reading material. The company also provides warm and friendly services such as special gift wrapping.
No single winner. ” The most beautiful company in the world” that remains in the black and offers above-average Italian salaries and an open work environment.
Brunello Cucinelli offers above-average salaries and a beautiful work environment in the industry, while maintaining the village landscape and preserving traditional techniques. In this day and age of profit-driven companies, news of scandals and harassment, and the concentration of wealth in the hands of a few investors and executives, it is no wonder that Brunello Cucinelli has been called the ” most beautiful company in the world.
Brunello Cucinelli spares no expense in helping to preserve our beautiful culture, both in Italy and abroad. During the pandemic of the new coronavirus, he announced a project called ” Brunello Cucinelli for Humanity ” that will distribute clothing, worth $35 million in production level value, that was not up for sale, through a network of small charitable organizations in Italy and abroad. Since March 2022, the company has also been participating in and financially supporting the ” Himalayan Regenerative Fashion Living Lab ” ( ” Himalayan Regenerative Fashion Living Lab ” ), the brainchild of the current King Charles, then Prince of Wales.
From here, we focus on Brunello Cucinelli’s items. In addition to the brand’s signature knitwear, we will introduce the appeal of jackets and even shirts and T-shirts for easy everyday use.
Recommended Brunello Cucinelli items (1) “Knitwear
Knitwear is the starting point of Brunello Cucinelli. The brand offers knitwear made of cashmere and other carefully selected materials and structures.
Cashmere sweaters” are indispensable to Brunello Cucinelli.
Cashmere sweaters appear every season at Brunello Cucinelli. The soft texture created by using the finest and most delicate yarns among natural fibers and the smooth feel of the well-rounded fiber surface will make you fall in love with it once you experience it. The collar and cuffs are trimmed with a contrasting thin edge. It adds a nice accent to a simple one-piece outfit.
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Cashmere Rise Yarn Sweater” pursuing the softness of cashmere
This model is a standard cashmere sweater with a new process. Two ultra-fine yarns are twisted together to make the texture uniform and compact, expressing a light hand feel and soft, enveloping comfort. This crew-neck type is easy to use for everyday wear, and features contrasting colors on the cuffs.
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The “Cashmere & Silk Lightweight Sweater” is so light and supple you’ll forget you’re wearing it.
Blending cashmere and silk, this piece combines the luxurious feel of cashmere with the exquisite luster and drape of silk. The cashmere and silk are knitted together in a single piece, making it so light and comfortable to wear that you may forget you are wearing it.
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Brunello Cucinelli recommended item (2) “Jacket
Jackets” that reflect Brunello Cucinelli’s skillful tailoring techniques on high-class materials are another item that should not be missed. For a jacket that will be handed down from generation to generation, choose a high quality item that reflects the attention to detail in such a simple and detailed item.
Gabardine formal jacket
This formal jacket is made of gabardine, a tightly woven blend of mainly cotton and cashmere. The fabric has an elegant luster and a twill structure that resists wrinkling. The soft, yet three-dimensional tailoring, which incorporates a lot of traditional Italian handwork, is irresistible. In addition to the single-breasted peaked lapel, the pattern along the body and slightly emphasizing the shoulder area enhances the fearless impression. Pants of the same material and color are also available and can be worn as a set-up.
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Pinstripe Ancon Jacket”, the perfect summer jacket
This double jacket is decorated with navy pinstripes that look great with summer styles. Craftsmen have given it a special used look, giving each piece a one-of-a-kind texture. The front buttons are metallic for a glamorous impression. The material is a blend of linen, wool, and silk, making it easy to throw on during the changing seasons and formal summer occasions. Brunello Cucinelli’s original “Solomeo Shoulder” pattern, which attractively enhances the male physique without the use of shoulder pads, is also irresistible.
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Brunello Cucinelli recommended item (3) “Shirts and T-shirts
In addition to knitwear made of cashmere and jackets for formal occasions, Brunello Cucinelli’s hidden gems include shirts and T-shirts that are easy to use on a daily basis.
Slim-fit shirts” that can be worn with a jacket or on their own.
We picked up this slim-fit shirt made of pure cotton. The spread collar has a modest presence, and the design is well-calculated so that it can be worn either without a tie or with a tie up. The cuffs are set with two mother-of-pearl buttons. The back style incorporates a yoke transition and darts for a three-dimensional silhouette, while inverted pleats in the center provide a range of motion for a stress-free fit.
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Cotton Jersey Crew Neck T-Shirt” brings individuality to a plain T-shirt
This crew-neck T-shirt is made of a soft jersey material that has been improved to make it lighter and smoother to the touch. The three-dimensional silhouette that follows the lines of the body, reflecting Italy’s top tailoring technology, is a must-see. At first glance, it appears to be a plain, simple T-shirt, but a closer look reveals that it has more elaborate specifications than ordinary T-shirts, such as a design that shifts the position of the transition line under the sleeves to the back and a side slit at the hem to allow a wider range of motion, which is typical of Brunello Cucinelli.
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