Brunello Cucinello was born into a peasant family in Castel Rigone, province of Perugia, in 1953. After obtaining a diploma as building surveyor, he enrolled in the faculty of Engineering but then dropped out. in 1978 he set up a small company and captivated the market with his idea of dying cashmere.

Over the years Brunello has been acknowledged a staggering number of national and international rewards for his 'neohumanistic capitalism'; the recognitions that most mirror his human accomplishments are his appointments as Cavaliere del Lavoro (Knight of Industry) assigned by the President of Italian Republic and his honorary degree in Philosophy and Ethics of Human Relations, assigned by the University of Perugia.