Perugia: The Humanistic enterprise of Cucinelli

'' I felt that the profit alone was not enough, and that it owed a taller goal to be sought after, collective. I understood that beside the economic good, the value of the man is set, and that the first one is void if deprived of the second one ''.

These words point out better than any discussion the philosophy that regulates the activity of one among the brightest contemporary characters, Brunello Cucinelli, Umbrian entrepreneur of the cashmere.

Words as '' firm '', '' entrepreneur '', they don't make the idea of what represents the figure of Cucinelli inside the modern market. Reading what he writes and listening to what he says it is very easy to understand that his mission is a true rediscovery of the values of the man that pass through a radical transformation of the ways of production and the organisation of the job inside his '' factories ''.

Beginning from 1985, is born the idea of the restoration of the suburb of Solomeo, a place where realise his utopia, a place of job that doesn't produce the discouragement of the human being, but at the opposite can exalt the qualities and its abilities, to make him serene and cheerful. '' Job cannot mean sacrifice or punishment. If this happens we are forehead a division between the individual and its humanity ''.

They seem words of a visionary crazy person, but whoever goes to Solomeo can testify that a healthy and vivacious firm ever integrated in such a complete way to the suburb and its landscape, up to become an everything one with the houses and with the people of the place, disappearing entirely, making itself invisible. When its activity will stop, if it will ever happen, when the places will be destined to other use, won't remain the residues of an industrial disarrangement but an enchanting and marvellous place, without any trace of his recent past. '' The beautiful will save us ''. This the witticism borrowed by Dostoevskij constitutes the guide line of all of its activity and of the organisation of the spaces of job.

The entrepreneur's portrait at this point risks to delineate a mystical figure that has few to concern with the today's market. This vision however is denied by the results of Brunello Cucinelli's firm, and from his genial intuitions, fruit of shiny intuitions and contemplated strategies.

To dye the cashmere of the most vivacious colours, to extend the use of the material to manufacture clothes destined to the women. These are only some among the ideas that have allowed the enterprise to rise above the mass of the local and international producers.

'' To give to the enterprise a sense that goes beyond the profit, and to reinvest for improving the life of whom works, to valorise and to recover the beauties of the world ''.   They are the words of an illuminated entrepreneur, a humanist entrepreneur who realised his utopia, to drive an enterprise to real advantage of the man and the humanity.

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