The caramel hue of the stone. That’s the first thing you notice as you climb the cobbled hill to the 14th-century castle that is now the heart and home of Brunello Cucinelli. In Italian masonry it’s referred to as filaretto, a local rock that, when drenched in sunlight, encases the town of Solomeo and its inhabitants with a distinctive warmth and glow.

It wasn’t always this way. The luxury clothing and accessories brand began life, in 1978, as a small cashmere sweater business. And while it still makes those – to great aplomb – it has grown into a company that, in 2024, recorded revenues of €1.3bn, with a global workforce of more than 3,000 people.

Likewise, Solomeo, previously left in ruins, has blossomed in tandem. The hamlet is now largely owned by Brunello Cucinelli himself, acquired through gradual investments. The theatre he designed and built almost two decades ago alongside his wife, Federica (who was born here). The streets he resurfaced and restored, the charming gardens he commissioned or rebuilt.

In an era of disposable fashion, the notion of a conscious and philosophical multi-millionaire may seem an unlikely one. Perhaps then, we should discuss his next move, A Project for Beauty, which involves the construction of three parks in the foothills of the village – to include a small stadium, 70ha of fruit and vegetable crops to be used in the company’s canteen and 35,000sqm of natural vegetation to replace six abandoned industrial buildings. It’s clear Mr Cucinelli isn’t just building a business here, he is designing a way of life and perhaps more importantly, a return to true craftmanship. Such things have become his life’s work and cashmere, while instrumental, is all just part of the process. “The Italian philosopher Adriano, a lover of beauty, best explains my approach,” says Mr Cucinelli as we part ways in his office. “I feel responsible for the beauty in the world. If you build something that does not look good then you have made mankind uglier.”

Without further ado then, let us introduce you to the beautiful world of Mr Brunello Cucinelli. Made with love, in Italy.