Brunello Cucinelli Will Donate 30M Euros Worth of Clothing

Liz Cantrell
Photo credit: picture alliance
Photo credit: picture alliance

From Town & Country

Brunello Cucinelli—the "king of cashmere," known as much for his monochromatic knitwear as his fashion shows that become feasts of food and philosophy—has always preached a humanistic approach to fashion. In interviews, he is fond of quoting Plato or Immanuel Kant; at the park in the small town of Solomeo where his headquarters is located (and which he has spent much of the last three decades rebuilding and improving, adding a school, vineyard, and theater) he chose to erect a monument that reads: “Tribute to Human Dignity.”

In keeping with this ethos, Cucinelli has announced an ambitious new philanthropic initiative,“Project in Support of Mankind." Instead of marking down the surplus of unsold, out-of-season clothing that is still in stores due to the temporary closures because of the Covid-19 pandemic, Cucinelli will simply give it all away—a largesse that amounts to 30 million euros, or about $34 million at the current exchange.

Photo credit: Town & Country
Photo credit: Town & Country

The initiative “raises the dignity of mankind and pays tribute to all those who have taken part in the manufacturing of these garments,” Cucinelli said in a statement. He set up a “Council in Support of Mankind” of six people from his family and four from the company, who will work with the brand's worldwide partners to choose the organizations that will receive the garments. The packages containing 40 to 50 pieces of clothing will be sent to the organizations, yet to be chosen, two or three times a year and distributed to those in need.

"All this goes to fulfill the greatest 'human sustainability' project we have always believed in and that can be summed up as follows: 'protecting the climate, reducing emissions, safeguarding the earth and wildlife, and taking care of human beings," Cucinelli continued in a statement, adding that he hopes others in the fashion industry pursue a similar path.

Photo credit: Courtesy Brunello Cucinelli
Photo credit: Courtesy Brunello Cucinelli

The Brunello Cucinelli label has always been enviable, a status symbol for Silicon Valley CEOs like Jeff Bezos, and anyone seeking a perfect sweater or camel coat that lasts a lifetime. Now, stitched into each item will be a new, even more powerful mark: “Brunello Cucinelli for Humanity.”

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