It’s clear Brunello Cucinelli considers himself something of a spiritual leader in the fashion industry. As the “king of cashmere” — his eponymous label, where he is executive chair and creative director, was founded in 1978 and is now a €7bn empire — he will never be heard discussing trends, style or his €3,000 blazers in public. He’ll quote Socrates or Thomas More instead.
We reach Perugia’s main square following a visit to the company’s headquarters (and the Roman amphitheatre that Cucinelli built) close to his family home in Solomeo, a hamlet overlooking the Umbrian hills.
It’s a scorching hot day. The sun illuminates the bright stones on the facade of the Duomo, whose renovation he recently funded. It’s obvious we’re both overdressed as we cross the piazza towards da Cesarino, the historic local trattoria the entrepreneur has chosen for our lunch.