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Brunello Cucinelli

IN MENSWEAR CIRCLES, Brunello Cucinelli is affectionately known as the industry’s resident philosopher. While the designer often peppers his presentations with references to Socrates and Marcus Aurelius, the pandemic inspired him to put those principles into altruistic action.

When lockdown-related closures left retailers with a surfeit of unsold inventory, most resorted to slashing prices in the hopes of breaking even. But Cucinelli looked beyond the bottom line and at the state of the world. He decided to give away the US$35 million worth of goods he was sitting on. Launched in July last year, Brunello Cucinelli for Humanity is an initiative that distributes packages of new, in-season garments along with handwritten notes from the designer to organisations at the time: “This is a new kind of capitalism. There is a harmony between profit and giving back.”

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