Known as "the prince of cashmere", Brunello Cucinelli became known for his avant-garde sweaters for men. When he founded his fashion house in Umbria in 1978, he broke the fashion rules. Artisan expertise was of tantamount importance, and, instead of choosing a major fashion metropolis, the designer set up his company in the medieval village of Solomeo. His humanist values and the brand's technical craftsmanship have made major contributions to its worldwide expansion. Brunello Cucinelli's creations don't focus on the logo, but rather the way the material has been worked, with very structured sweaters and simple yet sophisticated cardigans. Cable stitching, openwork knits, and sophisticated cuts enhance the female silhouette. The fashion house has become the symbol of Italian elegance.