In a move it’s calling the “Project in Support of Mankind” the Italian designer, Brunello Cucinelli, has made a pledge to donate all the surplus stock that it was unable to sell as stores were temporarily shut during the recent health pandemic.
The donated merchandise will come from store locations that were impacted most harshly by the Covid-19 lockdown––a trove that WWD has estimated to be worth around $34 million.
The designer said in a statement that he hopes the initiative “raises the dignity of mankind and pays tribute to all those who have taken part in the manufacturing of these garments.”
While the logisitics of the initiative have not been disclosed, the Cucinelli has set up a “Council in Support of Mankind”, which includes six people from his family and four from the company, who will work with the brand’s worldwide partners to choose the organizations that will receive the garments.
The packages containing 40 to 50 pieces of clothing will be sent to the organizations, yet to be chosen, two or three times a year and distributed to those in need.
Known in the industry as the ‘king of cashmere’, Cucinelli said in his statement that he hoped the project would “fulfill the greatest ‘human sustainability’ project we have always believed in and that can be summed up as follows: ‘protecting the climate, reducing emissions, safeguarding the earth and wildlife, and taking care of human beings.”
Cucinelli also added that he hoped others in the fashion industry pursue a similar path.
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