King Of Cashmere, Brunello Cucinelli, Courts China’s Gen Z With Sustainable Fashion

First published on Sept. 15, 2022 Alizila Fashion entrepreneur Brunello Cucinelli grew up without electricity in rural Italy. The sun and the moon provided light and ruled the rhythms of his farming community. Today, the King of Cashmere sits atop an enterprise of over 2,000 employees spanning Europe, North America and East Asia. The Brunello Cucinelli brand is sported by Hollywood celebrities and Silicon Valley executives alike. The secret to his success? For Cucinelli, it’s that he hasn’t forgotten his Italian roots while embracing technology and entering new markets. All these strands come together in Brunello Cucinelli’s fast-growing China business where revenues grew eight-fold between 2011 and 2020.