Why Brunello Cucinelli Is Worth The Price

Sure, lots of businessmen proudly sleep with copies of The Art of War on their bedside tables, but I don’t believe that ruthlessness is actually a requirement for success. Here’s a more modern concept: Being good to people and to the environment will always pay off in the long run. Over the years I’ve spent working in and around the clothing business, I’ve learned a lot about how some brands are run—and which companies are truly worth supporting. To me, there’s dollar value in spending your cash on a brand that treats employees like family. In fact, I’m willing to pony up for that. When you support something you love—a company or an institution that you hope will thrive—you may need to spend a little bit more. But for the extra cash, you not only cultivate good karma, you also get to play a role in keeping a company that you believe in going. You’re actually helping make the real world closer to the one you have in your head. You may have noticed that American technology companies love to tout the perks they offer: private luxury buses to work, free snacks, daily catered meals. I’ve been to the offices of Google and eaten in the search behemoth’s crazy cafeteria. I’ve visited the Nike campus in Oregon and seen the insane gymnasiums for post-meeting pickup basketball. These places are stunning, but they’re just so much less…Italian than the company headquarters of designer and master tailor Brunello Cucinelli. Read more at GQ Style.