The “King of Cashmere” is what Brunello Cucinelli has been rechristened; the businessman from Umbria who loves to read Socrates and Plato, Saint Francis and Marcus Aurelius. An enlightened businessman whose company is inspired by the key words, ethics, conscience and dignity. Concepts which are often forgotten, but on which he had the wisdom to construct a company. This company today represents a success story, achieving exceptional results on the Borsa Italiana in 2012
Cucinelli’s entrepreneurial work began in 1978 via an intuition : to give colour to cashmere and to specialise in a single product, making it the very best. In that moment, he not only aimed for the best knowledge of craftsmanship, quality and the Italian taste for beauty, but also decided to combine these ideas with humanistic interests.
His certainty that human beings are more creative and gifted when working in the best conditions became the basis on which he founded his whole business. This is why, that along with constructing an efficient company centred on human values, he decided to dedicate part of the annual profits to the redevelopment of Solomeo, the fourteenth century village near Perugia. This is where his company’s head-quarters today stand and where the workers can enjoy the theatre, a school and a library. A simple, winning conviction: working in a beautiful place, where everything is of human dimensions, respecting and giving value to the emotions of the individual, contributes to better productivity. A new model of capitalism, also recognised by Perugia University who in 2010 gave Brunello Cucinelli an honorary degree in “Relational Philosophy and Ethics”.
The human factor, the dignity of the worker: let these become the new things in which to invest. A formula of a winning company, a model which could be replicated in other industrial sectors and all over the world.