Talking about fashion & ethics, this is the third in the series of 5 articles on true luxury experiences by our readers!
By: Raj Dhanarashi
Posted on: May 4, 2015
Brunello Cucinelli has plans to enter the Indian market in the near future and was looking for some one who could head their Operations in India. I was the fortunate one, but before the hiring process, they wanted me to visit the Brand Headquarters and factory which is a 14th century castle in Solomeo, a small village in Italy, to understand the brand, the philosophy, meet all the employees, and understand their products and way of working.
The collection produced by this brand is the epitome of classy craftsmanship. In the factory, each and every product is made by artisans. The brand is so focused on quality that 25% of the brand’s budget goes on just quality control. All the staff hired by Mr. Cucinelli, in all the departments of the company and at all levels, share the same passion, love and care for the brand.
But what makes the brand luxury is not just the quality, but how that luxury quality is achieved. The brand believes in humanistic capitalism, Mr. Cucinelli pays his workers on average 20% above the national factory wage. And he attempts to infuse pleasure into the process of making clothes. The working day goes from 8AM to 5PM with hour and half break for lunch, employees can go home and eat with their families or dine (highly subsidized) in the company canteen, where home made dishes prepared that morning by the home makers of Solomeo, and made with local products in the Umbrian tradition, are served. Staff can take a nap after lunch or sit outside the canteen and chat with their colleagues or gaze at the beautiful mountains of the Solomeo village. Discipline is expected rather than imposed. Employees are not asked to clock in or out. ‘Making work more Human with people at its core’ is their motto
In my past 12 years of experience in luxury, I have come across many high quality products, but what makes this brand unique is that it has ethics. Giving top most priority to workers is exactly how a luxury product is born and all Brunello Cucinelli products symbolize that. And that is why, I respect Brunello Cucinelli.
This is an opinion-based piece written by a luxury consumer or appreciator who enjoys the nuances of luxury, and is a part of LuxuryFacts 5 Year anniversary activities!