The last few months have been difficult to handle, to say the least. People, sectors, economies, countries have been, directly or indirectly, affected by Covid-19. But even as we have been inundated with news about the challenges caused by coronavirus globally, there have been rousing stories of humanitarianism making their way into our newsfeeds.
One such heart-warming story comes to us from the Italian fashion house, Brunello Cucinelli. The revered designer brand has decided to gift garments that are still in their boutiques due to the temporary interruption of sales.
The manufacturing, style and commercial value of the garments remain the same but the meaningfulness has sharply increased, because now they become a sensitive sign of the new way of conceiving capitalism, the kind of capitalism the brand tends to favour, whereby the harmony between profit and giving back accounts for one of its most meaningful humanistic moments.
In a statement released by Brunello Cucinelli, the brand said: “We have considered these garments as some sort of “loving resource” for mankind, so we would like to see this action as an investment for the future of our enterprise, in keeping with the great project of “living and working in harmony with Creation”. For this reason, we have set up a “Council in support of Mankind” made up of ten people, six of whom are from our family, and the rest come from the company.”
The Council has the task of managing this sizeable amount of garments with a production value of thirty million euros and with a worldwide network made up of those partners of ours who have shown their sensitivity and willingness to carry out a project through which they will liaise with human beings focused on supporting the needy by sending them small packages containing these garments as gifts. There will be a small internal organization that will take care of this, and the garments will carry the following indelible label: Brunello Cucinelli for Humanity.
The brand’s founder, Brunello Cucinelli, said: “It seems to me that this project – that we all define as “intense” – in some way raises the dignity of mankind and pays tribute to all those who have taken part in the manufacturing of these garments. 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. 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”.