Solomeo: Brunello Cucinelli- A Humanistic Enterprise in the World of Industry - by Bruno Cucinelli

Solomeo: Brunello Cucinelli – A Humanistic Enterprise in the World of Industry is a memoir and manifesto outlining the Italian fashion designer’s philosophy of humanistic capitalism. This book, translated from Italian, details Cucinelli’s journey from a rural upbringing in Umbria to founding a global luxury brand in the medieval village of Solomeo. Through lyrical prose and philosophical reflections, it explores his vision of a business model that prioritizes human dignity, cultural preservation, and ethical production, offering a blueprint for sustainable enterprise in the fashion industry and beyond.Cucinelli, born in 1953 in Castel Rigone, Umbria, grew up in a peasant family, witnessing his father’s struggles as a factory worker. These experiences, coupled with his readings of philosophers like Kant, Socrates, and Rousseau, shaped his rejection of exploitative capitalism. In 1978, he founded his eponymous company in Solomeo, a 14th-century village he later restored, focusing on high-quality cashmere knitwear dyed in vibrant colors. The book recounts how he transformed Solomeo into a living embodiment of his ideals, restoring its castle as company headquarters, rebuilding the church, and creating homes, a theater, and a library. His business model emphasizes fair wages, humane working conditions (e.g., no emails after hours), and a “gentle rhythm” of life, contrasting with the fashion industry’s often harsh practices.