Brunello Cucinelli for Humanity, or how to reuse the new wisely
It was on the basis of the postulate that there is no absolute aml just as there is no absolute good that the idea appeared to Brunello Cucinelli . Inspired by the greatest Western and Eastern philosophers in the midst of a pandemic crisis, the designer felt the desire to give humanity a gift of clothes which, due to the temporary disruption of sales, are still in his stores. Their workmanship, style and commercial value are still the same, but their significance has greatly increased. Because today, these clothes are transformed into a sensitive sign of the new way of considering capitalism, the one we prefer and which sees in the harmony between profit and donation one of its most significant humanist moments.
This is how the future of the company sees the value of the purchase and its offer through a whole new lens. This has developed a major project, called "Living and working in harmony with creation" . Its goal ? Manage this large sleeping stock of clothes as well as a global network of partners whose objective is to help the most disadvantaged by sending them small packages containing these clothes as gifts.
This great initiative should be underlined, although it is a small internal organization of the company and whose clothing concerned the indelible label: "Brunello Cucinelli for Humanity" .
This project, which we all qualify as “intense”, seems to me to elevate the dignity of man in a certain way and to honor all those who worked on the creation of these clothes. It will go hand in hand with another project which, launched several years ago, consists of repairing, recovering and reusing all our products. All this completes the greatest project of “human sustainability” in which we have always believed and which we like to sum up with the following principles: “climate and emissions, care of the earth and animals, care of the human person”. It would be a real pleasure for me if this symbolic gesture was accepted as a sign of hope for a new and lasting era.
- Brunello Cucinelli
