Published on Wed, Nov 11, 2009 at 14:31 | Source : Reuters
Updated at Wed, Nov 11, 2009 at 14:59
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For cashmere capitalist, dignity is bottom line
Motivated at age 15 by the tears in his father's eyes when the former farmer was forced to accept a factory job, Brunello Cucinelli is anything but an orthodox capitalist.
"The underlying question is what do to with the profits," said Cucinelli, whose mother worked stitching at home for a large Umbrian clothing company.
He started his first cashmere business in 1978 in a tiny workshop, and sent his first creations to Germany and the United States "because there they paid right away".
Now living in a very comfortable villa, Cucinelli plays on a local soccer team and sometimes joins in poker at the local bar.
He has built a 230-seat theatre to be used as a regional repertory theatre and workers and residents can relax in an olive orchard garden around his villa or use a sports complex he built.
"Part of the profits have to go to help humanity. That means a church, a theatre, or a work of charity. That is what I think the system of business should be," he said.
No one in Solomeo checks if a worker comes back on time from lunch. Those who choose to eat at the factory pay only 2.80 euros for a three-course meal cooked by local women using local ingredients. The place runs on an honour system.
"When the human being finds favourable conditions of life he is more creative," said Cucinelli. "If we want to make high-quality goods we need human beings. To convince the human being to do a humble work we have to make that work dignified."
