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In 1978 the initial core of a company was established driven by the desire to create a different way of doing business in the twenty-first century; it was to be based on a contemporary form of humanism that over the years the international press has identified as a “humanistic” capitalism, where profit can be sought without damaging mankind. Success came from a basic intuition: dying cashmere, which until then had mainly come in natural or more basic colours. The company found its ideal location in the ancient hamlet of Solomeo, where its headquarters were moved in 1987, inside the fourteenth-century castle that had been restored for this precise purpose. Since then Solomeo has represented one of the company’s distinctive features: the coat of arms of the hamlet and the image of the castle both feature in the “Brunello Cucinelli” brand itself.

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