Rooted in Dignity

Perched on a hill in the heart of Umbria, the village of Solomeo tells an extraordinary story not only of fine garments and craftsmanship but also of philosophy, humanity, and the power of business to nurture rather than consume. At its center is Brunello Cucinelli: not just a fashion designer, but a steward of values, an entrepreneur guided by conscience, and a modern humanist shaping a gentler kind of capitalism.

Brunello Cucinelli grew up with a profound respect for the dignity of labor, believing that every job, regardless of its nature, should be respected and valued. These roots shaped a lifelong mission: to build a company where human dignity and economic success could coexist.

That ambition took form in 1978 when he founded his eponymous brand. At the time, few would have expected dyed cashmere — bold, warm, and full of life — to disrupt the restrained world of luxury fashion. Yet it did. With intuition and integrity, Cucinelli began redefining luxury on his own terms, inspiring a new wave of ethical and exquisite business practices.

Beyond Fashion

Today, his name is synonymous with soft tailoring, serene palettes, and the quietly confident style often described as “stealth wealth.”  But clothes are only the surface. At its core, the Brunello Cucinelli brand is a philosophical project — one that asks how we live, how we work, and what we owe one another.

At his company's headquarters in Solomeo, artisans work in sunlit spaces at a deliberate pace. Traditional techniques are honored, workers are well compensated and share in the company's success, and beauty is considered a necessity, not a luxury. The result is a workplace where time and care are valued as much as output.

Solomeo: A Living Manifesto

Cucinelli's profound belief in ‘humanistic capitalism' is most vividly embodied in the village itself. Over the years, he has restored Solomeo — its castle, its churches, its theater — not as a personal retreat but as a communal haven. Projects like the ‘Park for Beauty,' the ‘Theatre of the Arts,' and the ‘Wood of Spirituality' express a worldview that sees nature, culture, and commerce in harmony, not conflict.

“To live in harmony with Creation,” he says, echoing the ancient wisdom of Xenophanes, “is the greatest wealth.” It is not mere rhetoric. From environmental restoration to cultural patronage, Cucinelli’s initiatives reflect a reverence for what has endured — and a commitment to passing it on, renewed and enriched.

The Cucinelli Ethos

In a world of fleeting trends, Brunello Cucinelli offers an alternative: elegance with meaning, commerce with conscience, and beauty with soul. His garments do not demand attention; they invite appreciation. His company does not grow at all costs; it grows with care.

Perhaps most radically, Cucinelli insists that business can be both ethical and exquisite — that profit, when rooted in fairness and shaped by beauty, becomes a moral good. His work is not simply about what we wear, but about how we live, what we value, and what legacy we choose to leave.