Time for Rehab

Here’s the scene: You’ve invested in a double-faced cashmere topcoat from Brunello Cucinelli, an exemplar of sartorial finesse that cost you some $10,000. Basking in its glory as you head into the office, you’re bounding through the lobby when tragedy strikes by way of your single-origin Sumatra cascading down the coat’s front. You dab away, but the damage has been done. What is there to do? You can try your luck with a trip to the dry cleaner, though there’s no guarantee they’ll be able to erase the notoriously stubborn stains. And with cashmere this fine, a chemical bath might do more harm than good. It can hang in shame at the back of your closet or woefully be given up for donation. Or it can be sent to the Brunello Cucinelli center for fashion resuscitation.

Cucinelli is just one of a growing number of brands that are committed to ensuring the longevity of their products, come coffee, moths or years of wear and tear. While where their mouths are. Having assembled teams dedicated to restoring past-their-prime wares, these brands are encouraging customers to send in their wizened duds rather than simply replace them, demonstrating not only resounding confidence in their products but also a dedication to sustainability that is becoming increasingly relevant.