In 1978 Brunello Cucinelli founded a small business and surprised the market with the idea of colouring cashmere for women. He also managed to emerge above all on the German market. Placing man at the centre of any production process and a strong belief in a humanistic enterprise, he listed the company on the stock exchange in 2012. Cashmere is synonymous with Cucinelli, Cucinelli is synonymous with elegance and the highest quality. "A cashmere garment lasts a lifetime, you don't throw it away, you have to leave it as a legacy, its durability is the symbol of its value".