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Neverending story

Audrey Simon
Audrey Simon • 2 min read
Neverending story
Brunello Cucinelli hopes their pieces will be part of a family's heritage
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Just like family heirlooms to be passed on from one generation to the next, Brunello Cucinelli hopes their pieces will be part of a tradition

Founded in 1979 by Brunello Cucinelli, the Italian fashion house first introduced cashmere collections that were understated. Even when the 1980s fashion was all about loud designs and colours, Cucinelli never changed his designs that were elegant and stylishly pared down.

More than 40 years later, the product categories have increased to include leather goods, accessories and home furnishings.

This year, Brunello Cucinel- li goes back to their roots — the cashmere knitwear. The story of these timeless garments representing important and personal pieces whose value is passed down from generation to generation, is told through Neverending Stories: A new collection that tells a compelling story of classic and sophisticated wardrobe pieces, they are an expression of enduring style that from the very beginning have been at the heart of the company.

Right from the beginning, the Brunello Cucinelli philosophy has united inspiration from great works of classical literature and a search for quality based on the right balance between creativity and tradition. The values and ideals taken from classical philosophers are reflected in ageless garments that go beyond the idea of fashion and seasons, symbolising style that is iconic and classic yet at the same time natural and refined.

Founder Brunello Cucinelli has always been committed to humanity and sustainability. He believes in honouring all who worked in making a garment. Hence, repairing, recovering and reusing all products are all part of the business model. He told Options last year: “All this goes to complete that great project of “human sustainability” in which we have always believed: Climate and emissions, care of the earth and animals and care of humankind.”

During the creation of the first collection in 1978, Brunello Cucinelli chose the noble cashmere fibre precisely because of its distinctive quality and endless appeal. Soft, cosy and treasured cashmere knitwear embodies personal and familial stories, to be looked after, cherished and passed down through the generations.

Pure or blended with other natural fibres such as precious silk or the most prized wools, season after season cashmere has always expressed the values that throughout time have added a classic and iconic touch to every collection for both men and women — in harmonious equilibrium with new creations and contemporary style.

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