Philosophy

Humanist Enterprise

“I HAVE ALWAYS DREAMED OF CREATING USEFUL WORK
FOR AN IMPORTANT OBJECTIVE”

Humanist Enterprise

In the medieval village of Solomeo, where the
peacefulness of the Umbrian countryside and the
wind still evoke the ora et labora (pray and work) ethic
of Saint Benedict of Nursia and the mysticism of
Saint Francis of Assisi, Brunello Cucinelli launched
a new kind of business in 1985. “Making work more
human, with people at its core”: is the dream of this
Umbrian entrepreneur now famous around the world
for his colorful cashmere collections. Scholars and
journalists have written of the profound affinity
linking Brunello to ancient Masters of the Soul such
as Socrates, Seneca and Saint Francis of Assisi: and
that is why they refer to Cucinelli's corporate philosophy
as “ethical capitalism” and a “Humanist enterprise”.
“I have always dreamed of creating useful work for an
important objective. I felt that profit for profit's sake was
not enough, and that there had to be a higher, collective
purpose. I understood that alongside economic well-being
there has to be personal well-being, and that the former
means nothing without the latter.”It is a courageous theory
summarized in what Brunello Cucinelli calls “supreme good”,
which is centered on people: “giving business a meaning that
goes beyond profit and reinvesting to improve the lives of
workers, to enhance and restore the beauty of the world”.

Beauty

“OUR TOTAL QUALITY IS THE RESULT
OF THE INTERNAL QUALITIES OF EVERY EMPLOYEE.”

Beauty

Convinced that the tranquil and beautiful setting would
enhance creativity and build a community where workers
follow a scale of shared values, Brunello Cucinelli made
the 14th century hamlet of Solomeo home to his Humanist
enterprise. The offices and workshops were set up in the
medieval fortress with its wooden beams, stone fireplaces,
frescoed walls and brick floors, while the old farmhouse was
converted into a company canteen preparing the best traditional
Umbrian food. There is profound harmony here, “Because,”
says Brunello, "whoever works with us is a part of the company's life,
no matter what job they do: everyone knows that their work is a key
part of a greater whole. Our “Total Quality” is the result of the inner
qualities of every employee”. Combining ancient and modern, company
objectives and human needs is the secret behind a company whose
innovativeapproach has attracted widespread interest: it has become
an example of modern economics studied by prestigious universities.

Supreme Good

“MONEY HAS REAL VALUE ONLY WHEN IT IS SPENT
TO IMPROVE THE LIFE AND GROWTH OF PEOPLE.”

Supreme Good

"Work as an expression of human worth is also a part of
spirituality, and pursues the higher purpose of Supreme Good,”
Brunello Cucinelli likes to remark. Born and raised in Umbria,
he experienced the Franciscan philosophy and took on the message
of the Pauper of Assisi: apply the higher purpose of goodness to all
that you do. Yet how can that be reconciled with a cutting-edge
capitalist business? “Making a profit is part and parcel of business,"
points out Cucinelli, "but for me it's not the be all and end all.
I wouldn't want to live in a world where the sole purpose was to make
a profit. Money has real value only when it is spent to improve the life
and development of people, and that is our goal”. As a result of this
profound conviction, a considerable portion of profits is reinvested
in the company, and part goes towards restoring and renovating
the hamlet. A new cultural system called “Forum of the Arts” has been
created here and includes the theatre, the amphitheatre and the
philosophers garden (where concerts and events are held).
This is what Brunello Cucinelli means when he talks about elements
and structures that improve people's lives.

Ethics

“A DAY WILL COME WHEN
PHILOSOPHERS WILL BE NEEDED TO RULE THE WORLD.”

Ethics

“A day will come when philosophers will be needed
to rule the world." I've always been fascinated by
Socrates' dream. A Humanist enterprise, ethics and production...
It became increasingly hard for me to abandon an interpretation
of labor and human action that was not founded upon a positive
outlook and trust in the future. ” Today it is apparent that
international politics, great monotheistic religions and philosophical
thought confirm the need for a return to Ethics in every activity.
In fact, the new economic approach aims at employee development
and enhancement as a way to improve a company and to give it a sense
that is not limited to mere profit: this is what Brunello
Brunello Cucinelli calls “Supreme Good”. He is therefore an innovator
or, more succinctly, a businessman who successfully anticipated a
global trend. At the Humanist enterprise of Solomeo, employees pursue
a common goal, but one mainly senses a scale of non-material values
that are considered a part of the entire company. The company follows
its own ethical code: inside, through interpersonal relations, and outside
as well, it always places people first. Thus, each person is responsible for
his or her job. There is no need for heavy-handed regulations, and no
one's individualism is penalized. Freedom is encouraged and, as
Brunello Cucinelli points out: “This creates a united group where
each person has a specific role to play for the good of all.”

“A DAY WILL COME WHEN
PHILOSOPHERS WILL BE NEEDED TO RULE THE WORLD.”

The company follows its own ethical code: inside,
through interpersonal relations, and outside
as well, it always places people first.
Thus, each person is responsible for
his or her job. There is no need for heavy-handed
regulations, and no one's individualism is penalized.
Freedom is encouraged and, as Brunello Cucinelli
points out: “This creates a united group where
each person has a specific role to play for the good of all.”

Corroborated by this spiritual communion and
following the power, simplicity and beauty of this
place steeped in history and charm, I have undertaken
and completed the restoration of the medieval hamlet
of Solomeo over the course of 25 years. My company
is now based here and stays faithful to the precepts
that men such as Leon Battista Alberti, Palladio and
Serlio drew from the classical teachings of Vitruvius.
I believe in the quality and beauty of craftsmanship;
I don't think you can have quality without humanity.
I love the mysticism of Umbria, a mysticism that also
belonged to Saint Francis of Assisi, who loved beauty
and simplicity. I am proud of being from this region,
proud of my passion for philosophy and restoration
and for everything that helps restore beauty and dignity
to the things buried under the dust of time."

Brunello Cucinelli

Biography

Biography

Brunello Cucinelli was born in Castel Rigone (Perugia)
in 1953. Even as a young man, he was attracted by the
dream of a job that cared more about human values.
As a budding entrepreneur, he realized that colorful
cashmere garments could be a fashion revolution so he
dropped out of college in 1974, where he was studying
engineering, and decided to start a business that would
ultimately make him famous in just a few years. His first
small company was based in Ellera di Corciano near Perugia.
His first main markets were Germany and the United States,
which enjoyed great economic stability. His company steadily
grew and became quite well-known. He has 59 boutiques
– in Milan, New York, Paris, Rome, London, Tokyo, Moscow,
Geneva, Hamburg, Miami and Las Vegas – and many
shop-in-shops in the world’s finest department stores.
The group currently has nearly seven hundred employees and
approximately one thousand outside contractors. Exports
make up 65% of its turnover. The group does business with
over 1,000 multi-brand luxury boutiques in its main export
market: the United States, Europe, Japan, Russia and the Far East.

prepared that morning by the housewives of
Solomeo, made with local products and in the
Umbrian tradition.The bureaucratic practice
of punching the timecard was abolished, and
workers could come and go freely. Even formal
branch hierarchies were eliminated: each person’s
dignity was restored and everyone’s humanistic
values were respected. Over time, restoration
and reclamation projects were completed directly
or in cooperation with public institutions and
organizations. Brunello, however, supervised
the design phase, which he considered crucial
for coordination and for the quality of the results. He
participated in the restoration of the Saint Bartholomew.
Church and the 17th-century parish church of nearby
Vocabolo Mandorleto in cooperation with the people
of Solomeo.
With the town of Corciano, the ancient road network
of the village was restored. Besides his work restoring
artistic and historical monuments, focusing on aspects
concerning architecture and the figurative arts,
Brunello Cucinelli also dedicated his time to social projects:
he donated to the town of Corciano four hectares
of land next to the Solomeo sports complex

second consecutive year with this motivation:
“The best and most sophisticated designer in
the cashmere sportswear sector.”
In 2009 he received the “Imprenditore Olivettiano”
award, the “Best of the Best” award from the “Robb
Report” as “the new guide for men’s sportswear”,
the Ernst & Young Entrepreneur of the Year prize,
and the “Leonardo Qualità Italia” award. In 2010,
he received the “Confindustria Award for Excellence
Andrea Pininfarina” and the “Forum Prize
Textilwirtschaft” award. At the Quirinale in Rome
(the President’s official residence), Brunello Cucinelli
received the Order of Merit for Labor from Italian
President Giorgio Napolitano.
He also received an Honorary Degree in Philosophy
and Ethics of Human Relations from the University
of Perugia. In May 2011 he received the “Premio Guido
Carli” award for distinguishing himself as an
entrepreneur-philosopher who bases his work on the
fundamental values of respect for people and the
environment. In the same month he also received
the MF “Creatori di Value” award.
Brunello Cucinelli is President of the Repertory Theater
of Umbria, a board member of the Fondazione Cassa
di Risparmio di Perugia, a board member of Pitti Immagine,
and a board member of Altagamma.