Brunello Cucinelli: Why Billionaires Loved The Brand of King of Cashmere

In a world where luxury fashion often feels excessive with logos and loud branding, Brunello Cucinelli built a cashmere empire by embracing the quiet luxury ethos, long before it became a trend.

The self-made Italian designer manages to transform humble cashmere sweaters into silent status symbols adored by the ultra-wealthy and Hollywood A-listers. Just ask the Silicon Valley tech billionaires who favour his clothing, including Amazon’s Jeff Bezos.

But in the era of social media and heightened personal style awareness, it isn’t surprising that tech billionaires, once known for their simple and casual wardrobes, now want to refine their look. Especially since Cucinelli’s designs maintain impeccable craftsmanship using the softest wool while blending high-end luxury with an easy, understated aesthetic that fits their lifestyle.

So how did the ‘King of Cashmere’ become a household name, and why are his pieces worth the investment?

Humble Beginning

The Brunello Cucinelli story began in Castel Rigone, Italy, where young Cucinelli worked as a model for a sportswear brand before founding his company, learning the fundamentals of fashion along the way. At the age of 25, he came up with the idea to manufacture cashmere garments, particularly dyeing cashmere for women since it was uncommon at the time.

In 1978, Brunello Cucinelli launched a small manufacturing company focused on creating luxurious knitwear. But it was in 1985, the year he also married, that he moved his headquarters from the suburbs of Perugia to the charming hamlet of Solomeo and expanded productions. Did you know that he also acquired a 14th-century castle and restored it to become his headquarters?

The legendary Italian brand shot to worldwide fame in the year 2000, after Cucinelli expanded the brand and started creating full collections for both menswear and womenswear, after getting inspired by his American clientele. In the following years, Cucinelli continued to expand into manufacturing other luxury apparel like handbags, footwear, and even accessories, and business-wise, Cucinelli has maintained steady growth until today.

Craftsmanship & Philosophy

So, what makes Brunello Cucinelli worth its value? With billionaires obsessed with his work it’s clear that the luxury fashion house is doing something right.

Taking pride in its rich Italian heritage, meticulous craftsmanship, and the refined quality of materials used, Brunello Cucinelli is a luxury brand that caters to those who understand that true luxury is not about having the most famous brand or following fleeting trends, but about owning pieces that offer longevity.

And this notion reflects true to the designer’s roots. In an interview with Fashionista, Cucinelli explained that he didn’t want to make anything that would go to waste: “If you come to my home, on the ground floor, I keep all the different garments that I've been wearing since I was 16, 17. I prefer to repair, to preserve.”

Paying attention to detail and with no room for error, in the same interview, Cucinelli also shared that everything produced in the brand’s factory must be “extremely top-notch quality”. From raw materials selection, only the softest cashmere sourced directly from the nomadic goatherds in Mongolia, to the highest level of Italian manual skill and craftsmanship: each piece of Brunello Cucinelli is a true testament to art at its finest.

Elsewhere, the renowned designer and businessman is also respected for his approach to business through his “humanistic capitalism,” philosophy, which emphasizes ethical practices, healthy work-life balance and above average wages for employees, and a commitment to sustainability in fashion.

So, when you give yourself a pair of Cucinelli’s soft cashmere sweaters or his perfectly crafted travel blazer in silk and wool, you experience not only the luxury of the clothing, but also the story behind it. As GQ aptly puts it, you’ve finally “reached the pinnacle of taste”.

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