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How Brunello Cucinelli is giving back in the time of a global pandemic

How Brunello Cucinelli is giving back in the time of a global pandemic

The past few months have had a significant impact on the fashion industry, including retail. What was meant to be a busy period for brands to shift their summer stock ended up being the quietest time as shoppers stayed home for safety and many stores closed their doors.

While some are counting their losses, luxury label Brunello Cucinelli is turning the negative into a positive by donating up to 34 million euros of unsold pieces from their boutiques around the world to organisations and the less privileged.

Seeing the unsold pieces as “loving resource for mankind”, the Italian house feels that this move is “an investment for the future of our enterprise”. To support this initiative further, the brand has set up a Council in Support of Mankind made up of 10 people, six of whom are from our family, and the rest come from the company.

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The council will be responsible for managing and distributing small packages containing these garments as gifts to the needy, all featuring a label that reads “Brunello Cucinelli for Humanity”.

“It will go hand in hand with the other project started several years ago, which consists in repairing, recovering and reusing all of our products,” explains founder and creative director Brunello Cucinelli.

“All this goes to fulfil the greatest ‘human sustainability’ project we have always believed in and that can be summed up as follows: ‘protecting the climate, reducing emissions, safeguarding the earth and wildlife, and taking care of human beings’. It would be a real pleasure for me if this symbolic gesture was welcome as a sign of hope for a new and lasting time.”

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Images: Supplied, Instagram