A BRAVE INITIATIVE
A meaningful project for humankind
BRUNELLO CUCINELLI
©Jay Gullion
Italian designer, Brunello Cucinelli, announces a new project for the allocation of surplus clothing. The italian fashion house will donate all the surplus stock that was not sold as stores were temporarily shut during the recent health pandemic.
Brunello Cucinelli is taking action in the course of the recent health pandemic with the announcement to gift mankind with those garments that are still in their boutiques due to the temporary interruption of sales. Their manufacturing, style and commercial value is the same, but their meaningfulness has sharply increased, because now they become a sensitive sign of the new way of conceiving capitalism, the kind of capitalism Brunello Cucinelli tend to favour, whereby the harmony between profit and giving back accounts for one of its most meaningful humanistic moments.
The italian fashionhouse explains this action as an investment for the future of their business, in keeping with the great project of “living and working in harmony with Creation”. For this reason, they have set up a “Council in support of Mankind” made up of ten people, six of whom are from their family, and the rest come from the company.
“IT SEEMS TO ME THAT THIS PROJECT IN SOME WAY RAISES
THE DIGNITY OF MANKIND AND PAYS TRIBUTE TO ALL THOSE WHO HAVE TAKEN PART IN THE MANUFACTURING OF THESE GARMENTS.”
THE DIGNITY OF MANKIND AND PAYS TRIBUTE TO ALL THOSE WHO HAVE TAKEN PART IN THE MANUFACTURING OF THESE GARMENTS.”
- BRUNELLO CUCINELLI, July 2020
The above mentioned council has the task of managing this sizeable amount of garments with a production value of thirty million euros and with a worldwide network made up of those partners who have shown their sensitivity and willingness to carry out a project through which they will liaise with human beings focused on supporting the needy by sending them small packages containing these garments as gifts.
Known in the industry as the ‘king of cashmere’, Cucinelli said in his statement that he hoped the project would “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. It would be a real pleasure for me if this symbolic gesture was welcome as a sign of hope for a new and lasting time”.
BRUNELLO CUCINELLI
Brunello Cucinelli boutique Athens
Valaoritou 2, 106 71, Tel: +30 210 721 1303
