Wednesday, December 29, 2010

The King Of Cashmere

Check out this awesomely cliche promo video, shown recently at a presentation in Berlin, from the Cucinelli camp to get a closer look at the inner workings of The King of Cashmere's operation.  Brunello can be seen donning a look I've recently adopted as my own - cutaway collar shirt sans tie.  Who knew cashmere could be so damn epic?

BRUNELLO CUCINELLI - Video Istituzionale from promovideo on Vimeo.



  1. It's hilariously self-serious, what with the dramatic Einaudi soundtrack and all. But pretty cool nevertheless.

  2. I think this is actually a great video to show what goes into actually making Cucinelli level garments. I don't think many "designer" fashion houses that charge similar prices could say they're on the same level of quality control and production. Especially when the man himself is right there as it's going down. The music certainly plays into a slightly over-impassioned feel, but one that serves the video well, perhaps quieting the naysayers about the price and look of the items. Certainly you aren't going to get cheap gear when you run a little shop populated by Italian women handmaking the best of the best. I know if I had FU money I would be up in there all day having crazy colored cashmere suits being made.

  3. David - The crazy thing about your comment is how it demonstrates just how little the average, or in this case, even above average consumer actually knows about garment production. Watch the video again, there's one quick shot of hand stitching, the rest is done by machine. Cucinelli's clothing is almost entirely machine stitched (some of the knits are hand knit but most aren't) and all of his tailored goods are fused. The main differences between Cucinelli's facilities and an RL factory in China are smaller work rooms, Italian women instead of Chinese and better food in the cafeteria.

    The truth is actually that many of the "designer" brands you refer to like Hermes and Gucci use significantly better manufacturers (Belvest, Cantarelli and Caruso) than Cucinelli but they don't design or market to you, so you just don't know.

    All this said, I think Cucinelli is doing great things. I just needs to be acknowledged that his stuff is drastically overpriced and the contemporary consumer's view of quality and value is as equally skewed.

  4. My local loehmanns has racks is this stuff all the time and I have zero desire to own any of it even at 90% off. It's all kind of eurotrashy and doesn't look
    particularly well-made and I hate the "Made Expressly For__________" label in the jackets. Yeah, I'm going to write my name in a $2500 jacket like it's the underwear I took to summer camp.

    That said, I know where to go if I need a cashmere mock turtleneck and matching sweatpants.

  5. been him. It is truly and art and passion at its best!


  7. Anon, I know they do machine stitching, many companies use machines for certain aspects of construction now. Whether or not it matters largely depends on where and when they use it and if a knowledgeable person is inspecting every garment to make sure the machine has not erred. For instance, I have no problem with machine stitched padding, but for the price you should definitely be getting hand stitched and felled buttonholes, lapels and pockets.

    I said "many" fashion houses; an intentionally unenumerated amount because I do not know how many, I certainly did not specify any in particular. I happen to have many designer goods that are quite poorly constructed, yet cost a significant amount of money originally, but I won't name names. Also do not forget that within certain companies are certain lines and division of clothing, some with better construction than others depending on price point, market, design, collection, and designer.

  8. Anon - There is no hand stitching on any Cucinelli tailoring (even the pick stitched lining is done by machine) and all of their jackets are fused. From an actual construction perspective, there is literally no difference between a $2400 BC jacket and $350 Rugby one.