Brunello Cucinelli's wife was born in Solomeo, a village which he fell in love with in 1978. Here his wife had a small clothing store and here the idea of venturing into the knitwear business arose.

And he immediately had an intuition that seemed innovative: colored cashmere for women.

The market, especially the German one, showed to like this innovation and it thanks to it that its business succeeded to emerge in a short time.

Over time, Brunello Cucinelli definitely convinced himself that a very important quality of cashmere, beyond its softness, was its longevity.

This concept of a longevity was part of him, of his way of conceiving the world, on which he concentrates every conceiving and productive aspect of the company on since then.