There are interviews, and there are conversations. And this meeting with Italian cashmere tycoon, Brunello Cucinelli, definitely falls into the category of the latter. Cucinelli has conquered the world with his products, his perception of style and beauty, and has published a book outlining his particular approach to doing business which he defines as “humanistic capitalism”.   This distinction between interview and conversation is a necessary contemplation; understanding the meaning behind the words, selecting them carefully, tasting each of them in a silent meditation. This is, in fact, the first step to allowing you into Cucinelli’s world, where external quality is just as important as inner quality. To him, as to late 18th century German philosopher Kant, beauty is a moral interest.   The word “interview” is composed of two parts: “inter”, which implies reciprocity, and “view”, which refers to sight; each looking at the other, trying to truly see. It is not a given that this is always successful.   A conversation, however, is different. The word derives from the Latin “conversari”, composed of “con” meaning “with” or “together”, and “versari”: to reside, to find oneself. It is a meeting – a graceful way of getting to know each other, or getting to know each other better. It is a way to agree upon certain behaviours and visions in order to truly share a physical place, as well as a state of being. In this conversation, we meet Brunello Cucinelli in Solomeo, Umbria, Italy. He reminisces that, The New York Times once published a map of must-see places in Italy – in which Solomeo was included along with Venice, Florence, Rome and Naples. Cucinelli states this with no small amount of pride.  Despite the lockdown, and an obligation to talk through a screen, encouraged by both the pandemic and by a sense of caution, Solomeo is truly the location of our meeting – and not just because Il Sogno di Solomeo (The Dream of Solomeo) is the title of his book, in which he recounts his life story, the roots of his success, and his vision as an “entrepreneurial custodian”. Solomeo enters through the window, breathing audibly in the background of the words and thoughts which define our conversation. It speaks through Cucinelli’s expressions, bringing to light a kind of organised peace within his sense of time, its horizons are centuries-old, and reside in diligent silence. It speaks of a knowledge acquired through generations passed, to be shared with generations to come.  We are in Umbria, just 15 minutes from Perugia and only one hour from Florence. Only 800 people live in Solomeo – a stunning, almost-abandoned medieval village brought back to life by skilful restoration work led by Cucinelli over the last 25 years. The village of Solomeo was revitalised as an allusion to Rome, the city of Emperor Hadrian’s soul, according to French novelist and essayist Marguerite Yourcenar. Creativity needs a “genius loci”, a safe space. Cucinelli restored a village that was “robust, useful, and beautiful”, as instructed by Vitruvius. Onora tutti gliuomini (“honour all men”) is the inscription displayed in Solomeo’s Piazza delleArti, and is also the motto which inspired Cucinelli’s humanistic capitalism. He believes gift-giving to be one of the kindest forms of the soul, and he loves to give presents of homemade oils and wines; believing that, in every gift, there is also a piece of Solomeo.   Cucinelli’s love of philosophy, and his habit of allowing the great minds of history to dictate his approach to beauty, is also a lesson Cucinelli learned in youth as a farmer, when he used to pull the ox plough and till the fields. In the evenings, his father would encourage him to admire the beauty of those ploughed fields, the neat ridges stretching over the hills.   His sensitivity to the idea of living in harmony with nature was born from this, as was his ability to recognise that there is greater value in that which is carried out with beauty in mind. His more practical attention to the selection of raw materials also stemmed from these roots – his respect for producers and collaborators, and his ability to think in terms of centuries, not years. All this has rendered Brunello Cucinelli one of the world’s most famous luxury brands.   Beauty is also a form of truth. As three Buddhist monks remarked to him, upon visiting him in Solomeo, there are three things which cannot remain hidden: the sun, the moon and truth. In order to live well, beauty requires you to take care of your soul, your mind and your body. This is why, at Cucinelli’s company, at half past five in the evening, the computers are switched off, the working day completed. The body, mind and soul need a life outside work, to be able to look themselves in the eye and overcome the “soul-ache” that creativity can also help to alleviate.  To him, beauty is also a business method; his humanistic capitalism was not cast aside even during the crisis sparked by Covid, during which time Cucinelli did not let a single employee go, or ask for any discounts from producers or suppliers. This is part of an ethical business vision which considers humanity as an end, and never as a means; it is defined by considering the businessman as a “custodian of creation”. Developing this idea of being a custodian, Cucinelli sees that luxe can be interpreted as an orchestrator of sustainable development.   Brunello Cucinelli smiles. He likes the words of 15th century Florentine Republic ruler, Lorenzo the Magnificent – “How beautiful is youth, / though quickly it does flee! / be happy if you want to: / for tomorrow may not come” – which recall an Italian sense of national pride. Although home to only 0.7% of the globe’s population, Italy boasts one of the the world’s top 10 economies; it excels at quality manufacturing and craftsmanship; it offers a welfare state which leaves no one trailing behind. He sees a great country and a golden era, in spite of the crisis. He does so with a pinch of the “Italiote”, as Plato called the people of Syracuse when he reached Sicily from Greece, “a population which feasts twice a day and never goes to bed alone”.  We are also like this, he says, before returning to consider the ideas of creativity and responsibility. “It really is possible to live in harmony with creation. And this makes us custodians, not consumers. I also think of my product as something to be desired, something to be inherited. That is why I chose cashmere. I wanted something that was already precious. I’ve learnt to transform it over time. I’ve made mistakes, had teachers and guardian angels that have helped me and taught me. But the principle was already clear to me, right from the beginning: to create beauty, you need to begin with something beautiful, from an exceptional raw material. And you also need to believe that it will last for centuries, not for years. Before it became fashionable, we had already opened a restyling and reusing department for our garments. Because, for a jumper to be beautiful and precious, it must also stand the test of time.”   “Verum factum”, as stated by 17th century Italian political philosopher Giambattista Vico: nothing is true unless it has been done. The humanistic capitalism in Solomeo is evident: an art of Renaissance-style trading which has taken over the world, yes. But it has done so with honour. It possesses a beauty which is markedly exclusive, moving against the crisis of civilisation. It is something that manages to make itself be considered as rare, something precious, only for you. It requires time, artisanal hard work and precision, fighting against the culture of impatience. In fact, Solomeo’s theatre is crafted from hand-cut stones, with walls built to endure. The company itself is located within a restored factory which opens out onto gardens and spaces where it is impossible not to inhale the surrounding beauty.  Most of the employees and managers within Cucinelli are young: this is because they are hard workers. It is also because beauty and fairness produce brilliance. Cucinelli is the one to engender this genius. “Oh, myesteemed men!” (O miei stimati uomini!) Cucinelli quotes Marcus Aurelius. It is from this statement that he has learnt to recognise value, to respect and admire, and to never rise above dignity. He applies the concept of remote working only when strictly necessary, because creativity dwindles and becomes degraded by a lack of human contact.   The story of humanistic capitalism is so long to recount (and so wonderful to hear) that Cucinelli has summarised it within his book, Il Sogno di Solomeo. These ideas, typically influenced by previous generations, took inspiration from the manual The Book of the Art of Trade by Benedetto Cotrugli – an Italian merchant during the Renaissance era – which speaks about “getting rich honourably”. One can choose whether to be “a seeker of work or a creator of work”: therefore, an entrepreneur is someone who creates development for themselves and for others. On one hand, there is the revaluation of the role of whoever decides to take this risk; on the other, there is the idea that they are doing so by enforcing a strong sense of ethic. A sort of return to business. An important lesson.  Cucinelli notes that, in Cotrugli’s story, this is fulfilled out of duty rather than pleasure. The death of his father in 1438 forced him to abandon his studies and take the reins of the family business. This was during a time when Italy was bestowing the Renaissance upon the world; and Cotrugli, who originated from Ragusa (currently known as Dubrovnik – which, at the time, was considered the fifth Italian Maritime Republic), was catapulted to Naples, in an environment where ethics and morals evidently left a lot to be desired. The family business, and by extension, he as the owner, “bought wool in Barcelona; turned it into cloth and thread in Florence and Prato, to then sell it on again in Constantinople and Venice”. Cotrugli travelled, visiting cities which formed the heart of that golden era. He breathed in the air of Florence, which was, at the time, Europe’s most powerful guild, and produced figures such as Donatello, Masaccio and Brunelleschi.   Among the 15 golden rules for “getting rich honourably” outlined within The Book of the Art of Trade, Cucinelli feels a “deep resonance” not only because of its modernity and its entrepreneurial insight, “but mostly for the system of values it imposes and passes on”, to “get rich honourably” by creating work and development with consistency. And he thinks back to the crisis, echoing the words of Roman statesman Marcus Tullius Cicero, as quoted by Cotrugli: we must not waver in the face of adversity or lose ourselves in our own prosperity. “Let’s talk about what this year has brought us, not what it has taken from us,” he states.   And this is the truest representation of a dedicated and kind businessman, who has spent half his time gazing up at the stars and loves to watch a fire flicker because it makes him “drunk on pleasant thoughts”. Life is blessed. We eat only what we must, so that there is enough for everyone. There was Seneca, there was Epicurus, and now there is the wonderful dream of Brunello Cucinelli and his beloved Solomeo. He spends his years contemplating centuries past and considering those to come. This, in itself, is a rare form of immortality.  In 2011, Cucinelli planted vines in the valley below Solomeo, and the first vintage of the wine made from this special site – 2018 Castello di Solomeo – is available from FINE+RARE. Read more about the project. This article was originally published in FONDATA, Issue One

As Brunello Cucinelli launches his new wine project – Castello di Solomeo – we dig into the philosophy of the designer behind Italy’s cashmere empire. Educator and business guru Germana di Falco sits down with the fashion icon to discuss his philosophy on business and life itself 

Italian cashmere tycoon and fashion designer Brunello Cucinelli on his new wine project Castello di Solomeo and his business philosophy 

Brunello Cucinelli – the fashion philosopher

Brunello Cucinelli: the fashion philosopher 

Inspiration often strikes at unexpected moments. For Salvino Benanti, owner of the eponymous winery, it was late at night in his office at a London investment bank, when he overheard his boss on a phone call, apologising to his wife for not being home. “I heard him say, ‘Imagine one day, if this all works out, we’ll retire and move to the Mediterranean.’” Salvino recalls this moment, which became a turning point in his life: “I suddenly thought, well I could do that tomorrow.”   Salvino’s late father was Dr Giuseppe Benanti, a former pharmaceutical company owner, who himself also once pivoted mid-career to return to his small Sicilian hometown to make wine and is today widely credited with launching a winemaking renaissance in Etna that has propelled the tiny region from relative anonymity to international recognition and acclaim.  Although wine has been produced across Sicily for centuries, the area around Mount Etna where the Benanti family is from had fallen into obscurity by the 19th century, with many poorly maintained or abandoned vineyards and virtually no commercial wine production. In the early 1980s, however, Giuseppe embarked upon a decade-long research project, where he methodically studied the soil types, local indigenous grapes and microclimates. In a very short time, he came to realise the potential of his birthplace. Giuseppe hired a local oenologist named Salvo Foti in 1988, and the two joined forces to make wine. He found in Foti an equal level of passion, drive and belief in the potential of Etna. Together they crafted the first release of Benanti wine from the Etna DOC in 1990, neither likely realising that they had sparked the resurgence of a neglected wine region.  
Shaped like a backwards crescent, the DOC of Etna is anchored of course by Mount Etna, an active stratovolcano that rises nearly 11,000 feet above sea-level. Mount Etna towers over the eastern side of Sicily, breaking the skyline in dramatic fashion and creating a wine region that is distinct not only within Sicily, but the wine world at large.  Generations of eruptions have altered the soil content, creating a patchwork of soil types around the peak. The high elevation provides respite from the hot climate of lower-lying Sicily, and the vineyards on the north side are protected from the hot Sirocco wind blowing from the south. Mount Etna remains one of the world’s most active volcanoes, with eruptions, ash clouds and lava flows nearly every year, albeit very slowly and in a predictable direction, away from villages and vineyards.   Only a few decades ago, the most well-known grape in Sicily was Nero d’Avola. Often made in an accessible, full-bodied and bold style, Nero d’Avola was easy to grow, and easy to love. Frequently blended with international varieties to add colour and weight, it quickly became an international hit. Many assume the southerly latitude relegates Sicily to only wines like Nero d’Avola – dark and dense. Mount Etna tosses this logic out the window, however.   The rocky, steep vineyards of Etna have always been planted mainly to three indigenous varieties: the red grapes Nerello Mascalese and Nerello Cappuccio, and the white grape Carricante. Nerello Mascalese produces wines that are light in colour, with elevated tannins providing ample structure. The wines can be ethereal, and much like Nebbiolo and Pinot Noir, have a remarkable transparency that allows the specific location to imbue itself into the wine, with even neighbouring plots expressing themselves quite differently. With sour cherry and wild red plum notes, as well as faint tobacco, someone tasting Nerello Mascalese blind for the first time might be excused for thinking the wine was perhaps a gentler style of Nebbiolo, or alternatively a more grippy, savoury style of Pinot Noir. In many ways the variety captures the best of both. Yet, until recently, Nerello Mascalese was obscure. “It was considered to be a bulk wine. People didn’t know it that well, so we weren’t noticed at first,” Salvino explains.   Nerello Cappuccio, with its darker colour and softer tannins, has often been used as a blending partner for Nerello Mascalese, making it more approachable, though for many producers, it has fallen out of fashion as Nerello Mascalese ascends the ladder of critical opinion. Carricante, on the other hand, is a high-acid grape, with intense minerality and a slightly saline character. Described by Ian d’Agata as “potentially one of Italy’s greatest cultivars, white or red”, Carricante can thrive at high elevations and develops fascinating, almost Riesling-like petrol aromas with age.  While some viticultural generalities are true across the region – trace elements such as iron and phosphorous are uniformly high across the DOC, for example – the soils are surprisingly varied between contradas (a delineated local municipality of sorts, often borrowed by winemakers in Etna to signify which part of the DOC their wine hails from), of which there are 142. Even a change of a few hundred feet in elevation can mean a difference in depth of soil as well as soil structure.  Although to outsiders, living next door to an active volcano might seem to be a risky proposition, Salvino, like most Sicilians, doesn’t seem to be overly concerned.  The ash that often floats down from the volcano is not necessarily a bad thing, he explains, unlike the ash from wildfires. While ash from burnt wood and vegetation is highly acrid and easily taints wine with a bitter aftertaste, volcanic ash, on the other hand, is odourless and tasteless. When it falls in Etna, it hardens into flakes of pumice, Salvino explains, which crunch underfoot like breakfast cereal, but soon break down into a much finer, sandy texture, as it becomes part of the soil and terroir.  After 25 years at the helm of his winery, Giuseppe passed the torch to Salvino and his twin brother Antonio in 2012, giving them full ownership. The brothers, in many ways, led parallel lives. Born in Sicily, the two were educated abroad, and both worked as bankers in London. And, most fortunately, both were of a similar mindset when it came to the family winery. Having felt they had achieved enough in their careers, Salvino and Antonio came to a mutual decision to move back to Sicily – the lightbulb moment Salvino experienced in his office was a sentiment shared by his brother.   By the time they took over, Etna was fully on the radar of wine enthusiasts around the world, who were intrigued by the prospect of mineral-driven wines made on the side of an active volcano. The beginning was not easy, however, Salvino says, as their father was forced to step back and let his sons build their own path together. “We had a lot of confrontation and debate. My father was stubborn, and wouldn’t listen to anyone, but we had the final word. He became a loud advisor with no power,” Salvino laughingly remembers. They made tough decisions, including selling off a few vineyards and reducing the number of wines produced. “We were a bit ruthless,” he admits.  Today, the brothers act as co-general managers, overseeing the production of 250,000 bottles of wine per year, all made from the three indigenous varieties, coming from five distinct contradas in the DOC. Their white wines are made from 100% Carricante, vinified in stainless steel and never aged in oak, while the red wines are either mono-varietal, or comprised of Nerello Mascalese blended with a small amount of Nerello Cappuccio. They avoid new oak in the winery, choosing instead to age in neutral vessels where “the elegance expresses itself quite freely”, Salvino explains.  When people think of Sicily, they think of opulence, richness and power. “This is not correct,” Salvino emphasises. Though only 5% of Sicily’s wine production comes from Etna, the wines could not be more different than the rest of the island – and southern Italy for that matter. “We are about elegance, leanness, and cellar-worthiness,” he explains.  Salvino elaborates on the distinct shift in style since he and his brother assumed control. He explains that in the early days of the winery, more oak was employed and the wines were more forward. “In the 1980s, no one knew or cared about Etna, so I think my father was trying to capture the world’s attention, maybe trying to connect with Nero d’Avola drinkers.” When Salvino and Antonio took over, however, they were open-minded and “free from prejudice”: “We didn’t have a pre-formed view of anything,” he says. This allowed them to examine the wines with fresh eyes, and rather than try to emulate another region or variety’s style, they made the decision to allow the grapes and soil of Etna to speak for themselves. “We realised that what the world wanted from Etna was more pureness.” And this is something they continue to strive for. “We would like more purity, more elegance, more finesse, always,” Salvino emphasises.    In less than 40 years, the spark that Giueseppe Benanti provided ignited a revolution, one that his sons – along with a host of other winegrowers and winemakers on the island – carry on today.  Salvino feels that there is now a clear Etna identity, supported by many up-and-coming younger producers. From only a few decades ago, when his father was introducing the wines of Etna to the world, there are now over 440 producers within the Etna DOC. The appellation, however, remains a niche even within Italy, producing only 5.8 million bottles per year, making it smaller than Barolo.   And this next generation of winemakers continues to push forward. The producers in Etna recently voted unanimously to apply for DOCG status, a process which can take up to 24 months to get approval, though it seems inevitable given their region’s sharp upward trajectory. Some rules will become more stringent, such as lower mandated yields and longer ageing requirements – as Salvino puts it, “We will be forced to go down a more difficult route” – but ultimately this will only help to continue to uplift the quality of the wines and their reputation. 

The delicate, smoky and saline wines of Etna have rapidly become some of Italy’s most famous – but the region’s renaissance is recent. Rachael Ryan – Senior Buyer at Vinfolio, our US arm – sat down with Salvino Benanti, whose father was one of Etna’s pioneers

Etna’s wines have rapidly become some of Italy’s most famous – but the region’s renaissance is recent. We sat down with Benanti, one of Etna’s vinous pioneers

Establishing Etna – Benanti’s pioneering wines

Establishing Etna: Benanti

After a stint in the cellars of the Côte d’Or, talking and tasting about the 2022 vintage, Sophie Thorpe reports on the year – one that seems to be a blessing, both for producers and wine drinkers

After a stint in the cellars of the Côte d’Or, talking and tasting about Burgundy’s 2022 vintage, we report on the year and its wines

Burgundy 2022 vintage overview

Burgundy 2022: vintage overview

Respide Medeville

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