Behind The Brand: Brunello Cucinelli | MR PORTER

Welcome to Solomeo, the tiny 14th-century Umbrian hamlet that Brunello Cucinelli calls home. It’s where the brand’s clothing is crafted. And the town itself has been painstakingly restored in tandem. “I wanted to make something that you could pass onto your children to keep and enjoy,” as the man himself puts it. “I wanted not to alter its nature,” Brunello told us when we first visited Solomeo, a decade ago. “I just wanted to make this hamlet productive again. Once upon a time wheat, olive oil and corn were produced here. Today, we produce cashmere, so I don’t think I have dramatically changed its nature. I wanted to preserve it, safeguard it, embellish it.” In this episode of Behind The Brand, MR PORTER returns to the heart of Brunello Cucinelli, where the brand’s investment pieces have in turn led to the rebirth of a charming Italian town – and its industry. Read more in The Journal: https://www.mrporter.com/journal/fash...