Brunello Cucinelli, founder of the $4 billion cashmere company, wakes at 6 AM, works 8:30 AM to 5:30 PM with a midday siesta, then spends evenings in a café debating philosophy and politics with friends. Sam Parr explores how this structured routine shapes the luxury brand.
Have you heard of this company called Brunello Cucelli?
Who is that?
It's a publicly traded company with a market cap of like $4 billion that makes really expensive cashmere clothing.
I'm wearing a free t-shirt made out of 100% polyester from a YouTuber, bro.
Yeah. What's more interesting is this guy, the founder, his schedule. 6 AM, wakes up at his countryside home, goes to the office at 8:30. At 1, I walk home for lunch. Then I take a 30-minute siesta. At 3 o'clock, I go back to work. At 5:30, the whole company stops working and takes the late afternoon. He has light supper at 8 PM, and from 9 PM, he heads out to the café to meet friends where they discuss politics, philosophy, religion, and other subjects late into the night. I like him. I don't know if I want to spend $1,500 for a polo, but I'm definitely thinking about it.
He wants to attract a good customer, and I think he has repelled me successfully. I would not be a good customer of this. But you know what's cool? Light supper. I don't think I've ever had a light supper. I'm eating heavy dinners over here, just changing the words. What am I going to have for my light supper tonight? I bet that would fix my diet.
