1
00:01:07,067 --> 00:01:07,902
All good?

2
00:01:09,236 --> 00:01:10,988
Let's get the rest of these lit.

3
00:01:12,907 --> 00:01:13,908
Got it.

4
00:01:15,576 --> 00:01:16,410
Okay.

5
00:01:17,119 --> 00:01:18,120
Need a light?

6
00:01:20,581 --> 00:01:21,624
How's that one?

7
00:01:56,700 --> 00:01:58,828
Fire is silence.

8
00:02:01,497 --> 00:02:03,541
A symbol of creativity.

9
00:02:08,045 --> 00:02:10,548
A symbol of profound human contemplation.

10
00:02:15,177 --> 00:02:16,887
Fire is romantic.

11
00:02:20,140 --> 00:02:21,600
Always poetic.

12
00:02:22,351 --> 00:02:24,144
Always soul-stirring.

13
00:02:26,605 --> 00:02:31,902
These fires are used to protect
grapevine buds from the frost.

14
00:02:32,778 --> 00:02:36,407
But fire has always been my life.

15
00:02:36,490 --> 00:02:39,785
It reminds me of my childhood,
life in the countryside,

16
00:02:39,869 --> 00:02:44,748
falling asleep at night by the fire
before going to bed.

17
00:02:45,833 --> 00:02:47,501
And even now, as an adult,

18
00:02:47,585 --> 00:02:52,214
I spend entire nights and evenings
watching the fire.

19
00:03:29,543 --> 00:03:34,340
I'm not sure what he's aiming for,
but I know he has plans for the next 50 years.

20
00:03:34,423 --> 00:03:37,176
One time Cucinelli called me
at the crack of dawn.

21
00:03:37,259 --> 00:03:40,220
I asked him how many he wanted,
he said: "All of them."

22
00:03:40,304 --> 00:03:43,057
He continues to astonish and surprise us.

23
00:03:43,140 --> 00:03:47,102
Along with this order, he wanted busts
of Hadrian and Marcus Aurelius.

24
00:03:47,186 --> 00:03:50,731
So I offered to negotiate a new quote
that included them,

25
00:03:50,814 --> 00:03:53,692
but he said: "No need,
I know honesty when I hear it."

26
00:04:06,789 --> 00:04:10,584
When I first met him, I said:
"I will never work for him! Never!"

27
00:04:10,668 --> 00:04:14,088
But you can see how that turned out.
Famous last words!

28
00:04:14,171 --> 00:04:17,883
Whenever he's called to serve
a purpose somewhere in the world,

29
00:04:17,967 --> 00:04:20,970
he always ends up doing more
than what's expected of him.

30
00:04:21,053 --> 00:04:22,179
That's just who he is.

31
00:04:22,262 --> 00:04:24,890
Brunello is pathologically organized.

32
00:04:24,974 --> 00:04:28,018
He plans for everything,
including the impossible.

33
00:04:28,102 --> 00:04:29,520
Nothing's left to chance.

34
00:04:29,603 --> 00:04:30,813
Nothing.

35
00:04:30,896 --> 00:04:33,774
It's like his brain moves at lightning speed.

36
00:04:33,857 --> 00:04:36,860
He sits there, thinking a million miles a minute.

37
00:04:36,944 --> 00:04:38,946
You can almost see
the gears spinning in his head.

38
00:04:40,447 --> 00:04:42,783
Well, he reminds me of a fox.

39
00:04:42,866 --> 00:04:44,660
Very sharp and extremely clever.

40
00:04:44,743 --> 00:04:47,413
A fox is always on the prowl, like Brunello.

41
00:04:47,496 --> 00:04:50,708
Not only does he have a clear vision
for economic profit,

42
00:04:50,791 --> 00:04:52,793
but also for moral responsibility.

43
00:04:52,876 --> 00:04:56,463
He's done things
that could be considered crazy,

44
00:04:56,547 --> 00:05:00,884
but all geniuses do things that might seem
a little crazy to the average person.

45
00:05:00,968 --> 00:05:04,596
There's nothing that can stop him
once he sets his sights on something.

46
00:05:07,266 --> 00:05:09,018
And that's how it's always been.

47
00:05:44,595 --> 00:05:48,807
I've spent about 40 years
asking myself who we are.

48
00:05:49,475 --> 00:05:51,310
What is the meaning of life?

49
00:05:52,061 --> 00:05:53,979
And on a Sunday in November,

50
00:05:54,063 --> 00:05:56,023
at age 60, I said:

51
00:05:56,106 --> 00:05:59,777
"I'll decide on Sunday."
I decided that the soul is immortal.

52
00:06:07,951 --> 00:06:10,996
And this is what allows me to live

53
00:06:11,080 --> 00:06:14,124
with a different kind of joy and serenity.

54
00:06:16,001 --> 00:06:19,713
And I agree with Socrates' statement:

55
00:06:20,547 --> 00:06:22,800
"I don't know what awaits us

56
00:06:22,883 --> 00:06:24,093
after death.

57
00:06:24,802 --> 00:06:29,807
But I'm sure it'll be different
for the good versus the wicked.

58
00:06:30,474 --> 00:06:33,519
And if it isn't,
at least I will have lived better."

59
00:06:41,693 --> 00:06:43,779
It all stems from his childhood.

60
00:06:44,404 --> 00:06:46,949
That's where the first seeds were planted.

61
00:06:47,032 --> 00:06:49,660
And as those roots grew stronger,

62
00:06:49,743 --> 00:06:51,912
Brunello blossomed into who he is today.

63
00:06:52,412 --> 00:06:55,958
He has a deep understanding of poverty.

64
00:06:56,041 --> 00:06:59,169
And actually, he almost has a sense
of gratitude towards it,

65
00:06:59,253 --> 00:07:03,257
because it was the greatest springboard
for what followed in his life.

66
00:07:45,465 --> 00:07:49,094
I would like for this evening to be...

67
00:07:49,887 --> 00:07:52,306
a birthday of gratitude.

68
00:07:52,931 --> 00:07:57,853
Brunello approached his 70th birthday
with a certain poignancy we could all feel.

69
00:07:57,936 --> 00:07:59,563
It was a watershed.

70
00:08:00,147 --> 00:08:04,193
This celebration marked the start
of a new chapter that focused on the future.

71
00:08:04,276 --> 00:08:05,485
You, young people,

72
00:08:06,195 --> 00:08:10,991
who are the sentinels of this new world...

73
00:08:11,074 --> 00:08:13,785
Start believing again

74
00:08:13,869 --> 00:08:16,496
in the noble ideals of humanity.

75
00:08:22,377 --> 00:08:24,338
Start investing again

76
00:08:24,421 --> 00:08:27,549
in all that is justice,

77
00:08:28,508 --> 00:08:31,261
wisdom, and concord.

78
00:08:44,775 --> 00:08:45,943
Thank you.

79
00:08:47,194 --> 00:08:48,320
Come, come.

80
00:09:24,064 --> 00:09:27,109
Actually, I feel nostalgic for my childhood,

81
00:09:28,193 --> 00:09:29,695
spent in the countryside,

82
00:09:30,612 --> 00:09:31,822
in silence.

83
00:09:36,118 --> 00:09:39,037
We were poor, but we had enough to eat.

84
00:09:39,121 --> 00:09:42,916
We had no frills, but it was a good life.

85
00:09:43,000 --> 00:09:45,460
Beautiful, healthy, clean, neat,

86
00:09:45,544 --> 00:09:48,088
where brotherhood prevailed.

87
00:09:48,171 --> 00:09:50,132
He grew up in a pretty big family.

88
00:09:50,215 --> 00:09:53,760
They lived in this isolated farmhouse
in the countryside

89
00:09:53,844 --> 00:09:56,013
filled with cousins, uncles, and aunts.

90
00:09:56,096 --> 00:09:59,308
All of them would sit around
and tell stories to each other,

91
00:09:59,391 --> 00:10:02,978
{\an8}especially scary ones,
like classic ghost stories.

92
00:10:03,061 --> 00:10:05,981
{\an8}I mean, back then there wasn't
a lot of light at night,

93
00:10:06,064 --> 00:10:08,608
so of course ghosts would pop out
of everywhere.

94
00:10:11,945 --> 00:10:14,406
<i>All, right, kids! Guess what I've got.</i>

95
00:10:15,615 --> 00:10:18,785
<i>Here, this is for you. How's the bread?</i>

96
00:10:20,078 --> 00:10:21,872
<i>Is it good? Good.</i>

97
00:10:36,678 --> 00:10:39,931
<i>Eighteen, 19, 20,</i>

98
00:10:40,015 --> 00:10:43,518
<i>21, 22, 23.</i>

99
00:10:43,602 --> 00:10:45,645
<i>Twenty-three! Okay, you go.</i>

100
00:10:45,729 --> 00:10:47,522
He has a bond with the land.

101
00:10:47,606 --> 00:10:50,859
This bond is not only rooted in ideals
and traditional values,

102
00:10:50,942 --> 00:10:53,737
but also in the landscape and the colors.

103
00:10:56,073 --> 00:10:59,326
Here, this is the house I was born in.

104
00:11:01,119 --> 00:11:05,332
We were farmers, we worked the land,

105
00:11:05,415 --> 00:11:08,960
we produced wheat, oil, corn.

106
00:11:09,044 --> 00:11:11,129
That was all we had.

107
00:11:11,963 --> 00:11:15,008
There were 13 people in our family.

108
00:11:15,092 --> 00:11:17,886
Next door, there was a family of five people,

109
00:11:17,969 --> 00:11:19,763
so it was a small village.

110
00:11:43,078 --> 00:11:44,913
The farmhouse had no running water,

111
00:11:44,996 --> 00:11:47,624
no electricity and no bathroom.

112
00:11:47,707 --> 00:11:49,042
We had nothing.

113
00:11:49,835 --> 00:11:53,171
We didn't have a television,
radio, or newspapers.

114
00:11:53,797 --> 00:11:57,175
Since we had nothing, we knew nothing.

115
00:11:57,634 --> 00:12:00,637
I was 14 when I saw the sea
for the first time.

116
00:12:01,555 --> 00:12:04,057
He's unashamed to have come
from a family of farmers.

117
00:12:04,599 --> 00:12:07,394
Some would be embarrassed by that,
but he's very proud of it.

118
00:12:09,771 --> 00:12:12,274
We lived in harmony with Creation.

119
00:12:15,986 --> 00:12:19,406
The sun's setting nicely tonight,
so it'll be beautiful tomorrow.

120
00:12:19,489 --> 00:12:25,036
From the sunset, we would glean
the weather for the next day.

121
00:12:25,120 --> 00:12:28,290
Those two clouds above the lake
give me a bad feeling.

122
00:12:28,373 --> 00:12:31,626
That just means that it won't rain tomorrow.
Perfect time to grab the hay.

123
00:12:31,710 --> 00:12:33,295
What happens if it does rain tomorrow?

124
00:12:33,378 --> 00:12:36,590
The sun set, the first star appeared,

125
00:12:36,673 --> 00:12:39,676
which we farmers called the "Beautiful Star."

126
00:12:39,759 --> 00:12:41,803
Brunello, look, it's the Stella Bella.

127
00:12:44,764 --> 00:12:46,725
It's the one that's the most luminous.

128
00:12:50,604 --> 00:12:53,482
We obviously didn't own the property,

129
00:12:53,565 --> 00:12:55,275
we were just sharecroppers.

130
00:12:55,358 --> 00:12:57,194
Hurry up, and go help your uncle.

131
00:12:57,277 --> 00:13:00,739
The best part is, in our room there was a hatch.

132
00:13:05,994 --> 00:13:10,749
We could open it and climb down
into the cowshed.

133
00:13:11,500 --> 00:13:14,211
When it was really cold in the winter,

134
00:13:14,294 --> 00:13:15,629
we'd open the hatch

135
00:13:15,712 --> 00:13:19,758
and this fragrant warmth
from the cowshed would rise up.

136
00:13:20,425 --> 00:13:22,302
I'd mix milk, fresh from the cow,

137
00:13:22,385 --> 00:13:25,597
with barley coffee and warm bread.

138
00:13:26,181 --> 00:13:29,059
My eyes and my nose still recall

139
00:13:29,142 --> 00:13:30,936
the shapes, the smells.

140
00:13:31,019 --> 00:13:32,479
- Come on, let's go.
- Let's go.

141
00:13:35,315 --> 00:13:39,736
We collected rainwater
and the dried skins of baby lambs.

142
00:13:39,819 --> 00:13:42,822
We made mattresses with dried leaves.

143
00:13:42,906 --> 00:13:45,575
We didn't waste a thing.

144
00:13:50,622 --> 00:13:52,666
We would comb the rabbits

145
00:13:52,749 --> 00:13:56,836
in order to harvest
the so-called "Angora wool,"

146
00:13:56,920 --> 00:13:59,256
which was valuable back then.

147
00:13:59,339 --> 00:14:03,802
The rabbit was motionless, still,
white with red eyes.

148
00:14:03,885 --> 00:14:05,053
You'd comb it

149
00:14:05,136 --> 00:14:08,682
and get this long and fine fur.

150
00:14:08,765 --> 00:14:11,268
6-7 microns. A real gem!

151
00:14:11,351 --> 00:14:14,062
- Why doesn't the rooster like scary stories?
- Why not?

152
00:14:14,145 --> 00:14:15,814
'Cause they make him a big chicken!

153
00:14:17,232 --> 00:14:20,610
Then someone came
to pick up this wonderful fur

154
00:14:20,694 --> 00:14:24,155
which was used, not surprisingly,
to make pullovers.

155
00:14:32,163 --> 00:14:34,624
When someone came from out of town,

156
00:14:34,708 --> 00:14:37,127
there was always a huge celebration.

157
00:14:37,210 --> 00:14:38,461
"Who could it be?"

158
00:14:56,479 --> 00:15:01,026
And my job was to lead the cows
when we plowed.

159
00:15:10,785 --> 00:15:13,288
The cows worked in pairs, you know?

160
00:15:13,371 --> 00:15:16,791
And when we plowed the land,
my dad would say:

161
00:15:16,875 --> 00:15:21,004
Brunello, make sure that cow walks
in the furrow nice and straight, okay?

162
00:15:21,087 --> 00:15:22,922
We don't want the furrows all crooked.

163
00:15:23,006 --> 00:15:26,635
One cow had to walk
in the furrow nice and straight.

164
00:15:26,718 --> 00:15:28,219
And I would say:

165
00:15:28,303 --> 00:15:30,388
But why? Tell me what for, Dad.

166
00:15:30,472 --> 00:15:33,099
Because straight furrows are a thing of beauty.

167
00:15:34,059 --> 00:15:35,185
Just look at them.

168
00:15:47,989 --> 00:15:49,908
My dad's straight furrows

169
00:15:50,617 --> 00:15:52,911
taught me to appreciate the value of beauty.

170
00:16:07,008 --> 00:16:09,969
It's raining while the sun is out,
strange things will come about!

171
00:16:10,053 --> 00:16:11,096
Hurry!

172
00:16:16,351 --> 00:16:18,812
Brunello, what are you doing right now?
Get inside!

173
00:16:25,860 --> 00:16:27,612
Okay, mine's almost ready.

174
00:16:30,573 --> 00:16:31,741
Keep stirring the glue.

175
00:17:08,820 --> 00:17:12,407
There are so many aspects of this type of life,
living in the countryside.

176
00:17:13,408 --> 00:17:15,493
And although he speaks about it lightheartedly,

177
00:17:16,453 --> 00:17:18,663
I don't think his life was as easy as it sounds.

178
00:17:26,713 --> 00:17:32,719
Back then, I didn't realize
our farm had 118 hectares of woods

179
00:17:32,802 --> 00:17:36,014
and we couldn't cut a bush for firewood.

180
00:17:36,681 --> 00:17:41,978
The landlord didn't allow us to cut down trees,
so we did what we had to do.

181
00:17:42,061 --> 00:17:46,608
So my dad or uncle would scout around
during the day

182
00:17:46,691 --> 00:17:50,737
to find a shrub
they could cut down at night.

183
00:17:50,820 --> 00:17:52,197
And because it was winter,

184
00:17:52,280 --> 00:17:55,700
our parents were able to go
and cut it down in secret,

185
00:17:55,784 --> 00:17:57,786
even though it was freezing out.

186
00:17:57,869 --> 00:17:59,579
There he is! Hey!

187
00:17:59,662 --> 00:18:01,039
Everyone! He's here!

188
00:18:07,003 --> 00:18:08,004
Come on!

189
00:18:08,963 --> 00:18:11,341
The landlord would come by once a year.

190
00:18:11,800 --> 00:18:15,094
We had to stand
in front of our houses and bow.

191
00:18:16,471 --> 00:18:18,723
- Good morning.
- Good morning, Mr. Landlord.

192
00:18:18,807 --> 00:18:20,058
Morning.

193
00:18:21,518 --> 00:18:24,562
Do not go to school
and help your folks out instead.

194
00:18:25,104 --> 00:18:29,192
He would put his hand on our heads
and repeat that same phrase to all of the kids.

195
00:18:30,610 --> 00:18:33,863
Do not go to school
and help your folks out instead.

196
00:18:38,076 --> 00:18:41,120
Do not go to school
and help your folks out instead.

197
00:18:43,164 --> 00:18:45,166
- Watch over your brothers.
- I will, Mom.

198
00:18:45,250 --> 00:18:47,085
- Behave yourself.
- Okay.

199
00:18:47,168 --> 00:18:48,878
- Stay safe, okay?
- I'll be careful.

200
00:18:49,379 --> 00:18:51,130
- Bye, Mom.
- Bye, Mom.

201
00:18:51,214 --> 00:18:52,757
- Have a good day.
- Wait for me!

202
00:19:02,809 --> 00:19:06,229
When it came to school,
my dad was adamant.

203
00:19:06,312 --> 00:19:08,940
"No, these children must study!"

204
00:19:09,023 --> 00:19:11,317
<i>January brings the snow.</i>

205
00:19:11,693 --> 00:19:14,153
<i>And February's brief and cold.</i>

206
00:19:14,654 --> 00:19:17,407
<i>March comes with the sun's first ray.</i>

207
00:19:17,490 --> 00:19:19,534
<i>And April blooms in a colorful way!</i>

208
00:19:19,617 --> 00:19:21,035
He walked to school,

209
00:19:21,786 --> 00:19:24,455
even though it was several kilometers away.

210
00:19:24,998 --> 00:19:27,417
<i>June brings hot days full of light.</i>

211
00:19:27,500 --> 00:19:30,587
We'd leave at 7:00
and we'd walk about an hour.

212
00:19:30,670 --> 00:19:32,881
Myself, my brothers and my cousin.

213
00:19:32,964 --> 00:19:36,718
- Teacher's gonna quiz us today.
- But they quizzed me yesterday, though.

214
00:19:36,801 --> 00:19:40,179
There was a farm about 100 meters
before the village.

215
00:19:40,263 --> 00:19:42,640
We'd stop there and change our shoes.

216
00:19:42,724 --> 00:19:44,559
- Hurry!
- Okay, I'm trying.

217
00:19:45,059 --> 00:19:46,895
- Come on, hurry up!
- Yeah, I am.

218
00:19:46,978 --> 00:19:48,813
- Do you have yours on?
- Almost.

219
00:19:48,897 --> 00:19:50,940
- I'm ready.
- We're gonna be so late!

220
00:19:54,110 --> 00:19:54,944
Cucinelli!

221
00:19:55,737 --> 00:19:57,030
Multiples of nine.

222
00:19:57,113 --> 00:19:59,490
Nine times one, nine. Nine times two, 18.

223
00:19:59,574 --> 00:20:01,659
Nine times three, 27. Nine times four...

224
00:20:01,743 --> 00:20:05,038
Some of the kids would make fun of him
because he was from the countryside.

225
00:20:05,663 --> 00:20:07,874
They would point out a haircut
or the way he spoke

226
00:20:07,957 --> 00:20:09,208
because he was different.

227
00:20:09,292 --> 00:20:11,544
I think it really affected him back then.

228
00:20:11,628 --> 00:20:13,922
- Nine times ten is 90.
- Well done!

229
00:20:15,423 --> 00:20:18,801
After school, we'd stop by the farm
to change our shoes again,

230
00:20:18,885 --> 00:20:21,596
and then walk back home
so we could go see to the animals.

231
00:20:21,679 --> 00:20:22,889
Or more like, tend to them.

232
00:20:24,557 --> 00:20:26,434
Come on, let's go! Get them out!

233
00:20:27,727 --> 00:20:30,021
- Go on, that way!
- Go on!

234
00:20:32,941 --> 00:20:34,776
- Go on!
- Hey, let's go!

235
00:20:34,859 --> 00:20:35,693
Go on!

236
00:20:50,917 --> 00:20:52,085
Do you wanna wait?

237
00:20:52,168 --> 00:20:54,796
It's the perfect day for some hot soup, isn't it?

238
00:20:54,879 --> 00:20:57,298
- Thank you, darling.
- Wonderful.

239
00:20:57,382 --> 00:20:59,175
- I had a long day today.
- Pass me your plate.

240
00:20:59,717 --> 00:21:00,718
Not for me.

241
00:21:03,680 --> 00:21:04,764
Bon appétit.

242
00:21:04,847 --> 00:21:06,641
- Bon appétit.
- Bon appétit.

243
00:21:10,895 --> 00:21:13,773
This is life in the countryside.

244
00:21:13,856 --> 00:21:16,776
Dinner was a very special time.

245
00:21:16,859 --> 00:21:21,447
There was silence, spirituality,
intimacy, conversation.

246
00:21:21,531 --> 00:21:24,033
I never saw my parents fight.

247
00:21:24,617 --> 00:21:27,203
There was always joy.

248
00:21:27,286 --> 00:21:31,874
And I always carried this joy
with me in my life.

249
00:21:38,381 --> 00:21:41,259
After dinner, we would look at the stars.

250
00:21:41,801 --> 00:21:46,431
I spent evenings
and whole nights gazing at the stars.

251
00:21:46,514 --> 00:21:50,685
And still today, I love the stars.

252
00:22:17,670 --> 00:22:19,797
Yeah, lift it up, come on, let's go.

253
00:22:20,590 --> 00:22:25,094
The best time of the year was
when we reaped wheat.

254
00:22:25,178 --> 00:22:26,179
Wonderful!

255
00:22:32,060 --> 00:22:33,061
Here.

256
00:22:39,901 --> 00:22:41,360
We'd reap,

257
00:22:41,444 --> 00:22:44,530
we'd make sheaves,
and at night we'd eat in the fields.

258
00:22:46,908 --> 00:22:50,828
The most important thing was
the first bale of wheat

259
00:22:51,370 --> 00:22:56,042
that my grandfather Fiorino would give
to the community.

260
00:22:56,125 --> 00:22:57,543
We had nothing,

261
00:22:57,627 --> 00:23:01,089
but my grandfather would give
the first bale, not the last,

262
00:23:01,172 --> 00:23:02,632
to the community.

263
00:23:05,384 --> 00:23:06,344
You ready, Father?

264
00:23:08,137 --> 00:23:10,765
His family was particularly committed

265
00:23:10,848 --> 00:23:13,184
to helping their community and those in need.

266
00:23:13,267 --> 00:23:15,561
A lot of people might not know this,

267
00:23:15,645 --> 00:23:18,689
but Brunello is actually
a deeply religious person.

268
00:23:18,773 --> 00:23:21,859
As a child, I was an altar boy on Sundays.

269
00:23:23,319 --> 00:23:26,781
I liked listening to the Gospel.

270
00:23:50,263 --> 00:23:52,557
Orlando Furioso, Chapter 1:

271
00:23:52,640 --> 00:23:55,852
In pursuit of Angelica,
R-E-O-STO's introduction.

272
00:23:55,935 --> 00:23:59,105
"Of noble knights and ladies,
arms, and love,

273
00:23:59,188 --> 00:24:02,233
of chivalry, and noble deeds I sing,

274
00:24:02,316 --> 00:24:04,527
when the Moors from Africa did remove..."

275
00:24:04,610 --> 00:24:06,529
In front of the fire, my mom

276
00:24:06,612 --> 00:24:08,823
used to read me Orlando Furioso.

277
00:24:08,906 --> 00:24:13,119
"In his furious wrath, Agramante,
who was their youthful king..."

278
00:24:13,202 --> 00:24:14,829
"...vengeance

279
00:24:14,912 --> 00:24:18,916
for Troiano's death, he swore,
on Charlemagne, the Roman Emperor."

280
00:24:19,000 --> 00:24:21,878
"King Agramante obtained a golden ring,

281
00:24:21,961 --> 00:24:23,880
one stolen from a queen of India.

282
00:24:24,714 --> 00:24:28,134
Then after, he gave it
to a baron called Brunello,

283
00:24:28,217 --> 00:24:31,554
who a little further along the path
we now take is walking,

284
00:24:31,637 --> 00:24:34,682
whoever shall wear it on their finger is proof..."

285
00:24:34,765 --> 00:24:36,934
She profoundly loved Brunello.

286
00:24:37,685 --> 00:24:41,564
Probably because he's the youngest son,
or because he's the craziest!

287
00:24:42,648 --> 00:24:48,029
My mother's name was Maria.
I recall her as simple and cute.

288
00:24:48,112 --> 00:24:52,033
She was slightly heavyset.
She used to make me study.

289
00:24:52,116 --> 00:24:54,202
She never scolded me.

290
00:24:56,704 --> 00:25:00,208
I used to be afraid of the dark.

291
00:25:00,875 --> 00:25:03,336
So I would go to bed with my brothers

292
00:25:03,419 --> 00:25:07,590
and to calm me down,
my mom used to give me grapes.

293
00:25:08,966 --> 00:25:11,385
Because during the grape harvest,

294
00:25:11,469 --> 00:25:14,430
we hung bunches of grapes
to dry in the room.

295
00:25:17,475 --> 00:25:18,643
For you, Brunello.

296
00:25:19,810 --> 00:25:22,355
Giovannino. Enzo.

297
00:25:22,897 --> 00:25:26,275
She would also give them grapes
because they didn't really have much to eat.

298
00:25:27,276 --> 00:25:28,903
She thought it might hold them over.

299
00:25:29,403 --> 00:25:32,406
My grandma prayed every night
that they'd fall asleep quickly

300
00:25:32,490 --> 00:25:34,617
because she was worried
they'd cry out of hunger.

301
00:25:35,326 --> 00:25:36,869
- Good night.
- Good night, Mom.

302
00:25:36,953 --> 00:25:39,413
Good night. Sleep tight, okay?

303
00:25:39,956 --> 00:25:42,541
Giovanna keeps insisting
that she doesn't want to pay.

304
00:25:42,625 --> 00:25:45,795
- Well, it's her life.
- Yeah. I know, she'll do what she wants to.

305
00:25:47,213 --> 00:25:50,841
When I wasn't sleeping, I'd see monks,

306
00:25:50,925 --> 00:25:53,344
friars, and knights,

307
00:25:53,427 --> 00:25:55,471
and they somewhat scared me.

308
00:26:40,266 --> 00:26:44,020
Hey, Fiorino! It's about time!
We've been waiting all day.

309
00:26:44,895 --> 00:26:48,816
I got here as fast as I could. What can I say?
The priest took his time.

310
00:26:50,192 --> 00:26:51,193
Go.

311
00:26:52,111 --> 00:26:53,070
Hope you're ready.

312
00:26:53,612 --> 00:26:57,575
Grandpa Fiorino would take Brunello
to the bar on Sundays to play cards

313
00:26:57,658 --> 00:26:58,868
with all of his friends there.

314
00:26:59,327 --> 00:27:01,454
And that's how he was introduced to that life.

315
00:27:03,456 --> 00:27:06,167
In a document from 1936,

316
00:27:06,959 --> 00:27:09,503
the police stated that he,

317
00:27:09,587 --> 00:27:12,590
even as a Socialist, was a good person.

318
00:27:15,051 --> 00:27:16,135
Don't look.

319
00:27:18,387 --> 00:27:19,221
What's this?

320
00:27:19,972 --> 00:27:21,766
You played right into it his hands.

321
00:27:21,849 --> 00:27:23,142
I don't have anything.

322
00:27:23,225 --> 00:27:25,227
Okay, we have to play this well, my boy.

323
00:27:25,311 --> 00:27:28,647
And I was Grandpa Fiorino's advisor.

324
00:27:31,317 --> 00:27:34,528
- Grandpa, you really messed up today.
- In what way?

325
00:27:34,612 --> 00:27:36,530
First of all, you took it with the Knight of Coins.

326
00:27:36,614 --> 00:27:37,448
So what?

327
00:27:37,531 --> 00:27:40,701
But you should've played the three
'cause the king was already out.

328
00:27:41,160 --> 00:27:43,454
Your friend used his ace, to swipe your card.

329
00:27:43,537 --> 00:27:45,081
That's how he won that round.

330
00:27:46,624 --> 00:27:48,876
Well, aren't you a smart, little "Foxcub"?

331
00:27:48,959 --> 00:27:53,714
He always called me "Foxcub"
because I was small and blond.

332
00:27:53,798 --> 00:27:56,634
He taught me all the card tricks.

333
00:27:56,717 --> 00:27:59,470
Until one Sunday he said to me:

334
00:27:59,553 --> 00:28:01,847
Brunello, let's see what you got.

335
00:28:02,431 --> 00:28:03,641
Play this round for me.

336
00:28:13,734 --> 00:28:17,196
And I felt like a grown-up
because I was playing.

337
00:28:23,244 --> 00:28:25,079
- So who's winning right now?
- Good move.

338
00:28:27,832 --> 00:28:29,208
Wait, was that a seven?

339
00:28:30,334 --> 00:28:31,335
Go on.

340
00:28:32,503 --> 00:28:35,506
For Brunello, playing cards
is about reading people quickly.

341
00:28:35,589 --> 00:28:36,799
And he was good at it.

342
00:28:37,299 --> 00:28:38,926
Should I use a three or an ace?

343
00:28:39,009 --> 00:28:40,678
What do you mean? The ace.

344
00:28:41,220 --> 00:28:43,222
Low cards. I don't have a choice here.

345
00:28:43,305 --> 00:28:45,516
He has a highly mathematical mind.

346
00:28:45,599 --> 00:28:47,476
And he remembers everything.

347
00:28:49,812 --> 00:28:51,605
- Trump it?
- Trump it?

348
00:28:51,689 --> 00:28:53,357
Bring out the big guns, huh? Come on.

349
00:29:03,409 --> 00:29:05,786
No points, but I'll put this down.

350
00:29:08,998 --> 00:29:11,750
- You go. Got a good card?
- Yes, but for <i>briscola</i>.

351
00:29:18,549 --> 00:29:20,676
- Another one? Come on.
- Fair and square.

352
00:29:21,093 --> 00:29:23,387
He really made the most of that hand.
Am I right?

353
00:29:23,471 --> 00:29:25,055
He cleaned us out with one card.

354
00:29:28,017 --> 00:29:30,769
- Kids, come and eat!
- Coming!

355
00:29:33,814 --> 00:29:36,233
- Finally.
- I'm starving.

356
00:29:40,738 --> 00:29:42,198
- Thank you.
- Here you go.

357
00:29:42,281 --> 00:29:44,241
- Bon appétit.
- Thanks, Dad.

358
00:29:45,951 --> 00:29:50,331
In our family, we saw soul-sickness firsthand.

359
00:29:51,040 --> 00:29:53,292
My mother's malaise of the soul.

360
00:29:53,375 --> 00:29:54,919
Sauce is perfect today.

361
00:29:55,002 --> 00:29:59,340
She always looked at me
with that loving but melancholy gaze.

362
00:30:00,424 --> 00:30:03,511
Uncle Checchino's malaise of the soul,

363
00:30:03,594 --> 00:30:08,098
he had a feeling of unease
he didn't know how to explain.

364
00:30:08,849 --> 00:30:13,020
So I grew up enveloped in such thoughts too.

365
00:30:13,604 --> 00:30:16,398
Brunello, I hear
you're pretty good with numbers.

366
00:30:16,482 --> 00:30:19,151
So can you tell me how much grain
we're going to harvest?

367
00:30:20,444 --> 00:30:23,322
- Around 130 quintals.
- Oh, yeah.

368
00:30:23,405 --> 00:30:24,657
I hope it's more than that.

369
00:30:24,740 --> 00:30:30,079
Uncle Orlando, who was cultured
even if he hadn't studied,

370
00:30:30,162 --> 00:30:31,330
used to say:

371
00:30:31,413 --> 00:30:33,916
You'll become a famous engineer.

372
00:30:33,999 --> 00:30:35,000
And make a fortune.

373
00:30:35,084 --> 00:30:37,503
- Right?
- You getting confirmed soon, huh?

374
00:30:37,586 --> 00:30:41,173
When you do, the archbishop will put
a nail right here in the middle.

375
00:30:41,674 --> 00:30:43,217
He's just joking with you.

376
00:30:43,759 --> 00:30:44,760
Stop it.

377
00:30:47,972 --> 00:30:49,390
What are you reading, Uncle?

378
00:30:56,814 --> 00:30:58,148
"Plato.

379
00:30:58,816 --> 00:30:59,984
Phaedo."

380
00:31:01,026 --> 00:31:02,236
What is that?

381
00:31:02,319 --> 00:31:04,863
It's philosophy. Take it.

382
00:31:05,364 --> 00:31:08,993
I've always been drawn to spirituality.

383
00:31:09,076 --> 00:31:11,870
One day, I even went to the seminary

384
00:31:11,954 --> 00:31:13,706
because I was intrigued

385
00:31:14,415 --> 00:31:16,041
by silence,

386
00:31:16,125 --> 00:31:18,168
perhaps by the malaise in our souls.

387
00:31:18,252 --> 00:31:21,005
Actually, he wanted
to become a priest someday

388
00:31:21,088 --> 00:31:23,882
because he felt a calling for a higher purpose.

389
00:31:23,966 --> 00:31:27,219
He was very devout, it was almost as if...

390
00:31:28,345 --> 00:31:32,141
Well, there aren't words to describe
how devout he was.

391
00:31:32,224 --> 00:31:34,602
In those days, for a humble family of farmers,

392
00:31:34,685 --> 00:31:38,606
having a son who became a priest was seen
as highly prestigious.

393
00:31:38,689 --> 00:31:41,066
You gained higher social status.

394
00:31:41,150 --> 00:31:44,903
But I had never slept away from home.

395
00:31:44,987 --> 00:31:46,447
I slept there one night.

396
00:31:47,031 --> 00:31:52,536
But I went back home the next day
because I missed my family.

397
00:31:56,081 --> 00:31:58,584
He didn't have what it took to be a priest.

398
00:32:05,424 --> 00:32:09,678
His overwhelming love for his mother was
the main thing that brought him back home.

399
00:32:44,046 --> 00:32:47,091
In our household, the older brother

400
00:32:47,174 --> 00:32:50,636
handed his clothes down
to the younger brother.

401
00:32:51,178 --> 00:32:54,723
And mother would darn, take in, let out...

402
00:32:55,265 --> 00:32:57,434
But I never wanted to wear

403
00:32:57,518 --> 00:32:59,603
my brother's pants.

404
00:33:00,229 --> 00:33:02,856
Brunello, look at these pants I got for you.

405
00:33:06,402 --> 00:33:08,821
- Pretty cool.
- They're corduroy, feel it.

406
00:33:09,405 --> 00:33:13,409
And my mom gives me
a pair of corduroy pants, green.

407
00:33:14,743 --> 00:33:16,203
- Aren't they nice?
- Yeah.

408
00:33:16,286 --> 00:33:18,330
- You like them?
- I really do.

409
00:33:18,414 --> 00:33:20,541
But I never liked the color green.

410
00:33:20,624 --> 00:33:23,961
He was surrounded by greenery,
but doesn't like the color green.

411
00:33:24,628 --> 00:33:25,963
Who knows why!

412
00:33:26,046 --> 00:33:27,381
- Beautiful, huh?
- Yeah.

413
00:33:27,464 --> 00:33:31,260
I love the green
of the countryside and gardens,

414
00:33:31,885 --> 00:33:33,929
but I don't like wearing it.

415
00:34:07,337 --> 00:34:09,715
- Aunt Ginetta, take care.
- I love you.

416
00:34:09,798 --> 00:34:11,759
- Love you.
- I'll miss you. Go say goodbye.

417
00:34:11,842 --> 00:34:13,927
The land only provided so much.

418
00:34:14,011 --> 00:34:17,264
Our parents just wanted to give us
a chance at a better life.

419
00:34:20,893 --> 00:34:23,979
My grandfather wanted
to have a steady paycheck for once,

420
00:34:24,062 --> 00:34:25,731
so he decided to go work in a factory.

421
00:34:28,650 --> 00:34:30,903
It was the dream of the '60s.

422
00:34:32,946 --> 00:34:36,700
Leaving the countryside
to become a factory worker.

423
00:34:44,333 --> 00:34:46,710
I can't believe we're moving to the city.

424
00:34:48,712 --> 00:34:49,713
So long, kids.

425
00:35:07,731 --> 00:35:10,651
When we moved to Ferro di Cavallo,

426
00:35:10,734 --> 00:35:13,070
in Perugia's outskirts,

427
00:35:13,153 --> 00:35:17,241
my life changed overnight
because we suddenly had

428
00:35:17,324 --> 00:35:20,994
hot water, television, and electricity.

429
00:35:21,745 --> 00:35:23,288
But no silence.

430
00:35:28,335 --> 00:35:30,838
The most shocking part was the television.

431
00:35:31,880 --> 00:35:35,425
We didn't chat anymore during meals
because we watched TV.

432
00:35:36,844 --> 00:35:38,512
It short-circuited Brunello.

433
00:35:39,012 --> 00:35:41,014
Having grown up in the countryside,

434
00:35:41,098 --> 00:35:45,143
he found himself in an unfamiliar world
and struggled to fit into the city.

435
00:35:46,019 --> 00:35:48,021
Reinforced concrete is made from iron,

436
00:35:48,105 --> 00:35:53,569
but it will also contain a mixture of cement,
and water, sediment, and some aggregates.

437
00:35:53,652 --> 00:35:55,362
You were still a peasant.

438
00:35:56,405 --> 00:35:59,032
We always spoke dialect.

439
00:35:59,116 --> 00:36:01,743
I didn't know certain words in proper Italian.

440
00:36:01,827 --> 00:36:06,206
And the city schoolmates always teased us
because of this.

441
00:36:06,290 --> 00:36:09,877
Since it's a little different from normal concrete,
and due to iron,

442
00:36:09,960 --> 00:36:11,295
it's also known as--

443
00:36:13,338 --> 00:36:16,133
The only moment I think

444
00:36:16,717 --> 00:36:18,886
I was ever humiliated in my life.

445
00:36:30,480 --> 00:36:34,443
But eventually, when Brunello finally moved
to Ferro di Cavallo,

446
00:36:34,526 --> 00:36:36,862
that's when he realized that
if he actually wanted

447
00:36:36,945 --> 00:36:39,907
to try to make some friends,
he had to go to the bar.

448
00:36:48,832 --> 00:36:50,918
Gigino, I need you to sign something!

449
00:37:01,803 --> 00:37:02,888
Hi, Gigino!

450
00:37:06,516 --> 00:37:08,560
- Hello.
- Hi, Gigino!

451
00:37:31,083 --> 00:37:33,877
Don't worry, okay?
I'll pay you back, I promise you I will.

452
00:38:08,120 --> 00:38:10,706
- Cups!
- I only like cups when they have booze in them.

453
00:38:12,249 --> 00:38:13,750
- Know how to play?
- Yeah.

454
00:38:13,834 --> 00:38:14,835
Sit down.

455
00:38:19,381 --> 00:38:21,091
- Game?
- <i>Scopa</i>.

456
00:38:21,174 --> 00:38:22,134
You deal.

457
00:38:27,764 --> 00:38:28,849
Cut it.

458
00:38:42,946 --> 00:38:45,866
His eyes absorbed every detail that they could.

459
00:38:46,408 --> 00:38:49,369
He always took in everything
in order to figure us out.

460
00:38:53,331 --> 00:38:55,042
- <i>Scopa</i>!
- Again.

461
00:38:55,125 --> 00:38:56,251
He wanted to win.

462
00:38:57,335 --> 00:38:59,087
When he played, he played to win.

463
00:38:59,838 --> 00:39:00,839
No contest.

464
00:39:01,298 --> 00:39:04,134
Very few people counted cards like me.

465
00:39:05,010 --> 00:39:07,095
Counting cards in the game of <i>scopa</i>

466
00:39:07,179 --> 00:39:11,850
means that in the last hand,
I know exactly what cards you have.

467
00:39:12,559 --> 00:39:13,685
It's pure math!

468
00:39:16,229 --> 00:39:17,481
<i>Scopa</i>!

469
00:39:18,648 --> 00:39:21,151
Well, for him, the bar was kind of like a dream.

470
00:39:21,234 --> 00:39:26,531
And by that point in his life, he was no longer
in regular contact with nature.

471
00:39:26,615 --> 00:39:28,825
Instead, he came into contact with society.

472
00:39:35,248 --> 00:39:36,208
Got something?

473
00:39:38,710 --> 00:39:39,961
Just put down whatever.

474
00:39:40,712 --> 00:39:42,255
Thank you for the seven.

475
00:39:42,339 --> 00:39:44,341
- You want 2 or 3 points?
- Three points.

476
00:39:44,925 --> 00:39:46,885
Thank you. <i>Scopa</i>!

477
00:39:46,968 --> 00:39:47,969
<i>Scopa</i>.

478
00:39:49,930 --> 00:39:51,515
Don't tell me you have a knight.

479
00:39:52,974 --> 00:39:54,476
- Thanks.
- Right here. Thank you.

480
00:39:55,060 --> 00:39:56,937
- Two points.
- Okay. Are you sure?

481
00:39:57,604 --> 00:39:59,981
Gigi, I'm gonna win my money back this round.

482
00:40:00,065 --> 00:40:02,818
So maybe now you can pay--

483
00:40:02,901 --> 00:40:08,406
- Pay-- Pay your tab!
- Gigino! Gigino! Gigino!

484
00:40:08,490 --> 00:40:11,952
All in all, in that bar, Bar Gigino,

485
00:40:12,786 --> 00:40:15,247
I spent ten years.

486
00:40:15,330 --> 00:40:17,040
Ten years!

487
00:40:22,796 --> 00:40:25,715
The secret to a good life is money
and holiness.

488
00:40:25,799 --> 00:40:28,635
But the secret to a fun life is in the cups!

489
00:40:31,680 --> 00:40:32,806
I'm next, though.

490
00:40:35,976 --> 00:40:38,103
- Hey, man, you like that?
- It's always you.

491
00:40:38,979 --> 00:40:43,817
Bar Gigino was a place of pranks,
games, and joy.

492
00:40:44,484 --> 00:40:47,028
A place where we gathered,

493
00:40:47,904 --> 00:40:48,989
only men,

494
00:40:49,072 --> 00:40:52,117
of all ages and walks of life.

495
00:40:52,200 --> 00:40:54,119
Slackers like me,

496
00:40:54,202 --> 00:40:56,830
architects, artisans, laborers.

497
00:40:56,913 --> 00:41:00,750
And I could say that
this is where it all started.

498
00:41:03,044 --> 00:41:04,212
Here you go, sir.

499
00:41:05,672 --> 00:41:06,882
Your cup of coffee.

500
00:41:07,549 --> 00:41:08,842
Gino, I'll pay my tab soon.

501
00:41:08,925 --> 00:41:11,052
Yeah, yeah, okay, sure, whatever.

502
00:41:15,223 --> 00:41:16,224
Weather's bad.

503
00:41:16,975 --> 00:41:18,393
You'll be fine, though.

504
00:41:18,476 --> 00:41:19,978
- Careful!
- Of course.

505
00:41:21,229 --> 00:41:22,814
You're in serious trouble now.

506
00:41:28,695 --> 00:41:30,780
"No one is free
who is not master of himself."

507
00:41:31,239 --> 00:41:35,368
Epictetus. "Live every day of your life
as if it were your last."

508
00:41:35,452 --> 00:41:36,953
Seneca. <i>Scopa</i>.

509
00:41:37,037 --> 00:41:39,414
Campa, this is for you.

510
00:41:39,497 --> 00:41:41,499
- Vannozzi, for you.
- Thank you.

511
00:41:41,583 --> 00:41:44,753
- Schillaci, phone. Gigino, electric bill.
- Thanks.

512
00:41:44,836 --> 00:41:47,214
- Fagioli, military office.
- No.

513
00:41:47,297 --> 00:41:50,550
How come it's never just a postcard?

514
00:41:51,301 --> 00:41:52,260
Have a good one!

515
00:41:52,344 --> 00:41:56,890
In all my days, I've never seen
this many useless politicians

516
00:41:56,973 --> 00:42:01,019
lie and weasel their way
into this glorious party of ours,

517
00:42:01,102 --> 00:42:03,813
and we can't watch it get destroyed

518
00:42:03,897 --> 00:42:08,443
while these oppressive damn politicians
do nothing and sit on their ass!

519
00:42:11,863 --> 00:42:14,532
Only one woman hung out at the bar.

520
00:42:14,616 --> 00:42:17,327
Her name was Lella, she was a streetwalker.

521
00:42:17,869 --> 00:42:19,037
Hi, Gigino!

522
00:42:19,120 --> 00:42:20,789
- Hey, Lella!
- Hi, Lella!

523
00:42:20,872 --> 00:42:23,124
- Hi, Lella.
- Hello, guys. Hey.

524
00:42:24,876 --> 00:42:26,586
Hey, were you able to score today?

525
00:42:27,545 --> 00:42:29,881
- How about you guys?
- Not really.

526
00:42:29,965 --> 00:42:32,008
- We're in the same boat.
- It's hot.

527
00:42:32,092 --> 00:42:33,969
- Enjoy.
- Thank you.

528
00:42:34,928 --> 00:42:37,180
"To love significantly is to will
the good of the other."

529
00:42:37,264 --> 00:42:38,265
Thomas Aquinas.

530
00:42:38,348 --> 00:42:42,185
"Life can only be understood backwards,
but it must be lived forwards."

531
00:42:42,269 --> 00:42:44,562
Kierkegaard. <i>Scopa</i>. "Everything flows."

532
00:42:45,146 --> 00:42:46,231
Heraclitus.

533
00:42:49,526 --> 00:42:51,945
Giocondo, wake up.
We're playing <i>cocincina</i> now.

534
00:42:52,654 --> 00:42:53,655
Who's up right now?

535
00:42:54,197 --> 00:42:55,365
Me, Brunello!

536
00:42:55,448 --> 00:42:57,367
I'll put 50,000 on Brunello.

537
00:42:57,450 --> 00:42:58,576
Yeah, you got it.

538
00:42:58,660 --> 00:43:00,203
We played cards to win

539
00:43:00,287 --> 00:43:03,206
because it was also
a source of livelihood at that age.

540
00:43:03,290 --> 00:43:05,166
Not huge amounts, but enough.

541
00:43:05,250 --> 00:43:07,961
To go to the movies, the pizzeria,

542
00:43:08,044 --> 00:43:10,338
a restaurant, to go dancing somewhere.

543
00:43:10,422 --> 00:43:12,257
Where else would we get the money?

544
00:43:14,384 --> 00:43:17,512
We had to be clever to scrape up money,
but we had Brunello.

545
00:43:17,595 --> 00:43:20,223
If there were four of us playing
a round of cards,

546
00:43:20,307 --> 00:43:24,394
at least two of us were in on it together
in order to cheat the fourth guy.

547
00:43:25,103 --> 00:43:28,273
I bought myself a camel coat,

548
00:43:28,857 --> 00:43:31,026
almost floor-length,

549
00:43:31,109 --> 00:43:32,610
and I felt handsome.

550
00:43:33,403 --> 00:43:38,116
We heard that there was a beautiful girl
who always rode the bus to Solomeo.

551
00:43:38,199 --> 00:43:39,242
So he rode his Vespa,

552
00:43:39,909 --> 00:43:43,705
with his blond hair flowing in the wind,
and he'd be following right behind.

553
00:43:48,335 --> 00:43:51,338
I kept showing off, but she didn't look.

554
00:43:54,507 --> 00:43:55,925
Then one day...

555
00:43:58,636 --> 00:44:00,889
Looks like he's got a crush on you.

556
00:44:05,769 --> 00:44:08,146
I was 16, he was 17.

557
00:44:08,229 --> 00:44:09,731
We were just kids when we met.

558
00:44:09,814 --> 00:44:13,151
Since it was very cold out,
I rode close to the bus

559
00:44:13,234 --> 00:44:16,029
so the exhaust would warm me up.

560
00:44:16,112 --> 00:44:19,866
Some of my friends would laugh,
but I found it sweet.

561
00:44:19,949 --> 00:44:21,368
He never gave up.

562
00:44:27,582 --> 00:44:31,127
Imagine how much carbon monoxide I inhaled.

563
00:44:39,302 --> 00:44:42,180
My strategy was basically to play hard to get.

564
00:44:50,021 --> 00:44:53,066
You couldn't tell who was male or female

565
00:44:53,149 --> 00:44:54,651
because we had long hair.

566
00:45:09,874 --> 00:45:11,584
What's wrong, honey?

567
00:45:11,668 --> 00:45:14,629
I think life in the countryside
might've been better.

568
00:45:14,712 --> 00:45:17,132
But we worked so hard to come to the city.

569
00:45:17,215 --> 00:45:19,968
I know, but factory work is demeaning.

570
00:45:20,051 --> 00:45:21,886
They treat us like animals.

571
00:45:22,429 --> 00:45:24,931
Most of the time,
I can't even look them in the eye.

572
00:45:27,809 --> 00:45:29,352
You can't argue with them.

573
00:45:30,728 --> 00:45:31,980
I've turned into a slave.

574
00:45:32,730 --> 00:45:35,150
God, what have I done to deserve this?

575
00:45:38,820 --> 00:45:42,031
Don't give up, my love.
Things will get better with time.

576
00:45:43,575 --> 00:45:44,576
I hope so.

577
00:45:47,495 --> 00:45:51,040
One night, he caught sight
of his father breaking down to his mother.

578
00:45:51,124 --> 00:45:55,211
With tears in his eyes, his father said,
"We might have water and electricity here,

579
00:45:55,295 --> 00:45:58,840
but in the countryside
I felt like a person, I was free."

580
00:45:59,466 --> 00:46:01,676
He tells that story about his father often.

581
00:46:02,635 --> 00:46:08,016
He talks about how seeing his father being
mistreated at work really stuck with him.

582
00:46:08,683 --> 00:46:11,561
Not a day goes by that he doesn't think
about that very moment.

583
00:46:12,228 --> 00:46:15,106
Because unexpectedly, that night,

584
00:46:15,190 --> 00:46:17,400
he was confronted with harsh reality.

585
00:46:17,859 --> 00:46:21,362
That image of his father was
the catalyst to change his life.

586
00:46:21,446 --> 00:46:24,908
It forced him to reflect and reconsider
how he envisioned his future.

587
00:46:25,867 --> 00:46:30,288
Brunello's father had a strong personality,
so he was rebellious.

588
00:46:30,371 --> 00:46:35,084
But... at work, he followed his boss's orders.

589
00:46:35,168 --> 00:46:37,629
His father was extremely disappointed.

590
00:46:37,712 --> 00:46:40,048
He had high expectations for this new life,

591
00:46:40,131 --> 00:46:44,427
but unfortunately, he found himself in a world
where he was being mistreated.

592
00:46:44,511 --> 00:46:47,680
Despite everything, my father was a good man.

593
00:46:47,764 --> 00:46:51,935
A person who was too humble...
to be offended.

594
00:46:52,018 --> 00:46:54,687
That always made me suffer.

595
00:46:55,897 --> 00:46:58,733
I started thinking:
"I don't know what I'll do in life...

596
00:47:00,068 --> 00:47:04,572
but I'd like to try to live and work
for human dignity."

597
00:47:04,656 --> 00:47:09,118
That was a turning point in my life.

598
00:47:14,040 --> 00:47:17,585
What's the moral theory
in Kant's Critique of Practical Reason?

599
00:47:17,669 --> 00:47:20,797
Well, it's an autonomous morality
that's founded on reason.

600
00:47:20,880 --> 00:47:22,757
It states that behaving in a civil way...

601
00:47:22,840 --> 00:47:28,054
One night, two friends were discussing
Kierkegaard, Kant, and Schopenhauer.

602
00:47:28,137 --> 00:47:30,181
The command of reason is unconditional.

603
00:47:30,265 --> 00:47:32,934
- The categorical imperative says so.
- It's our duty.

604
00:47:33,017 --> 00:47:37,689
You have to act in a manner so the maxim
of your will can hold at all times.

605
00:47:37,772 --> 00:47:39,941
- It has to be universal.
- It has to be universal.

606
00:47:40,024 --> 00:47:44,612
I couldn't partake in the discussion
because I knew nothing about philosophy.

607
00:47:44,696 --> 00:47:47,907
- And so if we all began acting in a way...
- Can I join you?

608
00:47:47,991 --> 00:47:48,992
Sure, have a seat.

609
00:47:50,201 --> 00:47:52,245
If we were all to carry out a certain action,

610
00:47:52,328 --> 00:47:55,039
would that action benefit society
as a whole or not?

611
00:47:55,540 --> 00:47:57,667
But that's not the only thing that matters.

612
00:47:57,750 --> 00:48:01,129
We must act by treating humanity
both in ourselves and in others,

613
00:48:01,212 --> 00:48:04,924
not merely as a means but as an end in itself.

614
00:48:05,008 --> 00:48:07,010
That's the dignity of man.

615
00:48:07,093 --> 00:48:09,762
I wanted to know who this Kant was.

616
00:48:09,846 --> 00:48:11,598
I bought Kant's works.

617
00:48:11,681 --> 00:48:13,433
And found him very difficult.

618
00:48:14,142 --> 00:48:18,396
But that's when I read
the statement that shaped my life:

619
00:48:18,479 --> 00:48:20,898
"The starry heaven above me

620
00:48:20,982 --> 00:48:23,067
and the moral law within me."

621
00:48:23,151 --> 00:48:25,445
Which is what my dad always said.

622
00:48:26,404 --> 00:48:28,323
You have to be a good man.

623
00:48:28,406 --> 00:48:29,907
- Let's end this.
- Yeah.

624
00:48:32,410 --> 00:48:33,411
Four points.

625
00:48:34,287 --> 00:48:35,288
Yeah, do it.

626
00:48:35,872 --> 00:48:37,457
- Here you go.
- That's a lot.

627
00:48:37,540 --> 00:48:38,958
Better luck next round!

628
00:48:40,460 --> 00:48:42,378
You're always so lucky, Brunello.

629
00:48:42,462 --> 00:48:44,797
- I could kiss you!
- Swords then?

630
00:48:44,881 --> 00:48:46,090
Sure.

631
00:48:50,595 --> 00:48:52,764
- Here you go.
- Don't mind if I do.

632
00:48:57,393 --> 00:48:59,103
- Can I watch?
- Sure. Why not?

633
00:48:59,187 --> 00:49:00,438
Yeah, man. Come on in.

634
00:49:03,483 --> 00:49:04,484
How's it going?

635
00:49:06,819 --> 00:49:07,820
Here. Sit.

636
00:49:10,531 --> 00:49:12,033
In the '70s,

637
00:49:12,116 --> 00:49:14,452
mental hospitals closed down.

638
00:49:14,535 --> 00:49:19,666
When Perugia's closed, a strange guy
turned up in Ferro di Cavallo.

639
00:49:19,749 --> 00:49:22,710
He was cross-eyed, but with captivating eyes.

640
00:49:22,794 --> 00:49:24,796
- What's your name?
- Gianfri.

641
00:49:24,879 --> 00:49:26,422
Good to meet you. I'm Brunello.

642
00:49:26,964 --> 00:49:28,508
- I'm Galletto.
- I'm Michele.

643
00:49:28,591 --> 00:49:29,634
Federico.

644
00:49:29,717 --> 00:49:30,968
I'm Massimo.

645
00:49:31,052 --> 00:49:32,887
- Lorenzo.
- I'm Pino.

646
00:49:32,970 --> 00:49:35,640
- Stefano.
- Franco. Hi.

647
00:49:35,723 --> 00:49:39,060
We whole-heartedly took him under our wing.

648
00:49:39,143 --> 00:49:41,396
He would hang out with us.

649
00:49:41,479 --> 00:49:42,980
He'd dine with us.

650
00:49:43,064 --> 00:49:46,275
We'd go to the movies,
he'd come watch soccer games.

651
00:49:50,905 --> 00:49:53,991
But his passion was trains.

652
00:49:57,912 --> 00:50:01,207
And every day I would take him
to watch them go by.

653
00:51:14,238 --> 00:51:16,407
- Everything you wanted?
- And more.

654
00:51:22,288 --> 00:51:25,291
- Nothing again.
- You just get the cards you're given.

655
00:51:25,374 --> 00:51:26,459
Sorry.

656
00:51:30,963 --> 00:51:32,173
You'll lose the next one.

657
00:51:32,256 --> 00:51:33,883
- <i>Briscola</i>?
- Points.

658
00:51:33,966 --> 00:51:35,635
- Got nothing. You?
- Same.

659
00:51:35,718 --> 00:51:36,719
Nothing for me to play.

660
00:51:36,803 --> 00:51:38,805
I'm pretty sure you'll get lucky soon.

661
00:51:38,888 --> 00:51:41,140
The only time I got lucky was
the other morning.

662
00:51:42,016 --> 00:51:43,976
Lella, did you nail him or what?

663
00:51:44,519 --> 00:51:46,062
I can nail whoever I want.

664
00:51:46,604 --> 00:51:48,314
That's the Lella we know!

665
00:51:48,397 --> 00:51:49,398
Cheers to Lella.

666
00:51:49,482 --> 00:51:51,192
To Lella!

667
00:51:53,110 --> 00:51:54,779
Lella, don't you want something different?

668
00:51:55,822 --> 00:51:58,074
Like a regular job and to live a normal life.

669
00:51:59,200 --> 00:52:00,827
Then the guys might stop teasing you.

670
00:52:01,786 --> 00:52:04,455
Brunello, I've been living this way
since I was young.

671
00:52:05,540 --> 00:52:08,668
I know it's not a good life,
but it's the only one I know.

672
00:52:20,513 --> 00:52:22,974
I wish I could move away
and start fresh, you know.

673
00:52:25,101 --> 00:52:27,186
It's never too late to make a change
if you want to.

674
00:52:27,854 --> 00:52:28,855
Do it.

675
00:52:28,938 --> 00:52:32,733
That would be the dream,
but it's never as easy as it sounds.

676
00:52:35,069 --> 00:52:38,823
I appreciate your advice, Brunello,
but I just don't think it's realistic.

677
00:52:56,090 --> 00:52:57,216
Two points.

678
00:52:57,300 --> 00:52:58,301
Good move.

679
00:52:59,010 --> 00:53:00,136
I'll go low too then.

680
00:53:00,887 --> 00:53:05,391
Father Alberto would also come to the bar.
He was an important figure for Brunello.

681
00:53:05,474 --> 00:53:09,812
He had a great deal of trust in Brunello,
and Brunello trusted him in return.

682
00:53:10,771 --> 00:53:11,772
I'll get swords.

683
00:53:12,231 --> 00:53:14,191
A man of culture.

684
00:53:14,275 --> 00:53:17,778
He was a priest
who had a progressive outlook on life.

685
00:53:17,862 --> 00:53:20,489
- Give me a break. Give me a blank.
- Okay, fine. Here's a low card.

686
00:53:20,573 --> 00:53:21,908
- A king or knight?
- A king.

687
00:53:21,991 --> 00:53:22,992
Okay.

688
00:53:23,075 --> 00:53:25,328
He was a great philanthropist.

689
00:53:25,411 --> 00:53:29,498
When the war ended,
he had the bishop give him a castle.

690
00:53:29,582 --> 00:53:33,377
He gathered about 300 orphans there

691
00:53:33,461 --> 00:53:36,005
and fed them, gave them an education.

692
00:53:36,088 --> 00:53:38,382
He absolutely loved soccer.

693
00:53:38,466 --> 00:53:40,927
He would even drive
to go watch the Milan team play.

694
00:53:41,010 --> 00:53:43,763
He smoked. He smoked like a chimney.

695
00:53:43,846 --> 00:53:45,932
He enjoyed a good glass of wine.

696
00:53:46,849 --> 00:53:50,269
Overall, he was really good company,
through and through.

697
00:53:50,978 --> 00:53:52,063
But when...

698
00:53:53,147 --> 00:53:54,482
he celebrated Mass...

699
00:53:55,983 --> 00:53:57,026
he was a saint.

700
00:53:57,693 --> 00:53:58,694
A true saint.

701
00:53:58,778 --> 00:54:01,405
Even if there was only one person sitting
in the church,

702
00:54:01,489 --> 00:54:04,075
he would celebrate Mass with passion

703
00:54:04,158 --> 00:54:05,910
and incredible spirituality.

704
00:54:05,993 --> 00:54:08,496
Father Alberto truly cared for Brunello.

705
00:54:08,579 --> 00:54:10,790
He felt a paternal affection for him.

706
00:54:11,540 --> 00:54:13,626
Not only did he help Brunello morally,

707
00:54:14,377 --> 00:54:17,463
but also when it came
to points of view, intellectually.

708
00:54:17,546 --> 00:54:19,131
- What should I do?
- Points.

709
00:54:20,341 --> 00:54:21,384
- Thank you!
- Dang!

710
00:54:21,467 --> 00:54:22,718
- Oh, my--
- Stop.

711
00:54:22,802 --> 00:54:24,804
There's a priest, watch it!

712
00:54:24,887 --> 00:54:26,931
I think he'll forgive you this once.

713
00:54:27,014 --> 00:54:27,932
Hope so.

714
00:54:32,395 --> 00:54:33,896
That was an amazing round.

715
00:54:33,980 --> 00:54:35,815
He lost it all in the last hand!

716
00:54:35,898 --> 00:54:38,609
- Poor guy doesn't even have any tears left!
- I know, right?

717
00:54:38,693 --> 00:54:40,528
- Seriously.
- There's always next game.

718
00:54:40,611 --> 00:54:43,072
- And that last point we rode out on?
- Seriously, it was perfect!

719
00:54:44,865 --> 00:54:48,160
In all my years in this bar,
I've never seen anything like that.

720
00:54:48,244 --> 00:54:50,037
All right. Good night.

721
00:54:50,121 --> 00:54:52,289
- Bye, Gigino!
- Good night.

722
00:54:52,373 --> 00:54:55,543
Gigino closed his bar at night,

723
00:54:56,544 --> 00:54:59,797
and we'd stick around and chat

724
00:54:59,880 --> 00:55:02,216
until 4, 5, 6 in the morning.

725
00:55:02,299 --> 00:55:05,970
We'd talk about politics,
women, the economy,

726
00:55:06,053 --> 00:55:09,140
philosophy, math, religion.

727
00:55:09,223 --> 00:55:13,561
About unfulfilled dreams,
things that weren't working, our plans.

728
00:55:13,644 --> 00:55:18,149
At one point, we planned a rabbit farm,
it didn't go well.

729
00:55:18,232 --> 00:55:21,902
Then we tried a snail farm, that didn't go well.

730
00:55:21,986 --> 00:55:26,073
We planned an earthworm farm,
but that didn't go well either.

731
00:55:26,157 --> 00:55:28,284
Nothing ever went well.

732
00:55:28,367 --> 00:55:32,788
And we imagined what we would do.

733
00:55:32,872 --> 00:55:34,373
"What are your plans?"

734
00:55:35,082 --> 00:55:36,709
"What will you do in life?"

735
00:56:05,821 --> 00:56:08,574
He really didn't do much until he was 25.

736
00:56:09,575 --> 00:56:11,744
And his brothers always spoiled him a lot.

737
00:56:11,827 --> 00:56:15,081
They even gifted him a brand-new Kawasaki.

738
00:56:15,164 --> 00:56:18,584
He never got off of it
and rode that motorcycle everywhere.

739
00:56:22,755 --> 00:56:26,967
He pretended to go to a university,
but he barely even took one exam.

740
00:56:31,263 --> 00:56:35,059
My dad would say:
"My son is studying engineering."

741
00:56:35,142 --> 00:56:37,394
He didn't know I wasn't taking exams.

742
00:56:44,568 --> 00:56:48,447
He lived a life of leisure with no obligations.

743
00:57:23,274 --> 00:57:24,108
Ready?

744
00:57:24,733 --> 00:57:25,734
There we go.

745
00:57:30,364 --> 00:57:33,450
Wait a minute, what are they wearing, guys?
Come on, describe them to me.

746
00:57:33,534 --> 00:57:34,660
Why did they run?

747
00:57:35,661 --> 00:57:37,329
His father would scold him a lot.

748
00:57:37,413 --> 00:57:39,373
"Cut that girly hair of yours!"

749
00:57:39,456 --> 00:57:41,834
He would say his son was a good-for-nothing.

750
00:57:41,917 --> 00:57:45,462
He'd say to my mom:
"The little lord does nothing all day!"

751
00:57:45,546 --> 00:57:48,090
I didn't see it as "nothing."

752
00:57:48,174 --> 00:57:50,467
I didn't think I was being idle.

753
00:57:50,551 --> 00:57:54,513
I felt like I was enriching my soul.

754
00:58:03,522 --> 00:58:08,235
Federica was the bridge that eventually
led Brunello to Solomeo and his life there.

755
00:58:10,654 --> 00:58:12,323
She lived in Solomeo

756
00:58:12,406 --> 00:58:17,494
and that's how I started to get to know
this run-down village.

757
00:58:18,662 --> 00:58:21,749
In the past, Solomeo was damaged
by an earthquake.

758
00:58:21,832 --> 00:58:26,295
On one of my first dates with Brunello,
we stood before this castle that had survived.

759
00:58:26,378 --> 00:58:28,631
And he said that the castle was beautiful

760
00:58:28,714 --> 00:58:31,258
and that he would maybe want
to renovate it someday.

761
00:58:31,800 --> 00:58:34,470
And I said: "What are you talking about?"

762
00:58:38,807 --> 00:58:43,520
He fell so deeply in love with Federica
that he came to love her village as well.

763
00:58:47,149 --> 00:58:48,984
Federica's dad would say:

764
00:58:49,652 --> 00:58:53,239
"Who is that guy with the strange hair?"

765
00:58:53,322 --> 00:58:56,742
His hair was so long,
it went to all the way to his shoulders.

766
00:58:56,825 --> 00:59:01,038
So when he rode his motorcycle,
he looked like a wild horse.

767
00:59:01,121 --> 00:59:03,749
"Who are you dating? A hippie?!"

768
00:59:03,832 --> 00:59:05,000
"Are you sure?"

769
00:59:08,003 --> 00:59:12,841
Federica said: "He's a guy I like
and he lives in Ferro di Cavallo."

770
00:59:12,925 --> 00:59:15,219
The fact that he lived in Ferro di Cavallo

771
00:59:15,302 --> 00:59:18,555
wasn't exactly known
as a great calling card at the time.

772
00:59:19,265 --> 00:59:23,060
It was a troubled love story from the start
since her parents didn't approve of him.

773
00:59:24,228 --> 00:59:26,939
Because my mother's parents were
clothing retailers,

774
00:59:27,022 --> 00:59:29,858
they thought that my father wasn't
good enough for her.

775
00:59:29,942 --> 00:59:31,402
If they had it their way,

776
00:59:32,027 --> 00:59:36,198
they probably would have preferred
that she dated someone who was more well-off.

777
00:59:36,824 --> 00:59:38,993
"Federica, why are you dating him?

778
00:59:39,076 --> 00:59:42,204
He's a deadbeat!
What kind of life can he provide for you?"

779
00:59:42,288 --> 00:59:46,208
To which I said, "Dad, stop.
Just go play <i>briscola</i> or something."

780
00:59:46,292 --> 00:59:49,795
Obviously, I didn't tell him
that Brunello played <i>briscola</i> for money.

781
00:59:49,878 --> 00:59:51,422
The house is paying out!

782
00:59:51,505 --> 00:59:53,090
- Came up empty today.
- Almost!

783
00:59:53,173 --> 00:59:56,468
I just swept the table three times
with the same seven and he didn't even notice.

784
00:59:56,552 --> 00:59:58,095
- What do I owe you?
- Twelve, baby.

785
00:59:58,178 --> 00:59:59,013
There you go.

786
00:59:59,096 --> 01:00:04,059
One night, a friend from the bar challenged me
to a new game.

787
01:00:04,143 --> 01:00:07,396
Brunello, you're the best <i>scopa</i>
and <i>briscola</i> player in the world.

788
01:00:08,063 --> 01:00:09,064
I know a thing or two.

789
01:00:09,148 --> 01:00:11,275
Have you ever heard
of something called "<i>scopa</i> in reverse"?

790
01:00:11,942 --> 01:00:14,570
- What's that?
- It's <i>scopa</i>, as usual,

791
01:00:14,653 --> 01:00:17,406
only I begin with 10 points, you start with 0,

792
01:00:17,489 --> 01:00:19,742
I give you the whole suit of Coins
and we play to 11.

793
01:00:19,825 --> 01:00:20,826
I went home

794
01:00:20,909 --> 01:00:24,496
and practiced for seven hours
until 8:00 a.m. on my own,

795
01:00:24,580 --> 01:00:26,415
playing with the dummy.

796
01:00:29,209 --> 01:00:30,210
It's your turn.

797
01:00:31,962 --> 01:00:33,255
Golden Seven and the Prime.

798
01:00:35,257 --> 01:00:37,176
Hey, you must be stupid. <i>Scopa</i>!

799
01:00:37,968 --> 01:00:40,929
Brunello, give me the Coins.
Oh, yeah? What would I do that for?

800
01:00:41,013 --> 01:00:43,849
You lost 27 so you clearly don't know
how to play the game at all.

801
01:00:43,932 --> 01:00:46,310
Brunello, who are you even talking to?

802
01:00:46,393 --> 01:00:47,603
The “Dummy.�?

803
01:00:47,686 --> 01:00:49,646
Oh, please, God, save my son.

804
01:00:49,730 --> 01:00:52,816
And I won 94 games out of 100.

805
01:00:57,696 --> 01:00:59,406
Everyone told him he was crazy.

806
01:01:00,032 --> 01:01:01,200
Doesn't surprise me, though,

807
01:01:01,283 --> 01:01:04,870
{\an8}because the world usually sees
most visionaries as crazy too.

808
01:01:05,537 --> 01:01:07,498
My parents would keep asking me:

809
01:01:08,082 --> 01:01:10,584
"So, what does Brunello even do for a living?

810
01:01:11,168 --> 01:01:12,878
All he does is play cards!"

811
01:01:12,961 --> 01:01:15,547
One time, my uncle took him on a welding job,

812
01:01:15,631 --> 01:01:18,509
and my father accidentally touched
a freshly welded pipe.

813
01:01:19,635 --> 01:01:20,636
He never went again.

814
01:01:20,719 --> 01:01:24,681
After that, he asked himself:
"Can I do a job like this?

815
01:01:24,765 --> 01:01:26,141
No, there's no way that I can."

816
01:01:26,225 --> 01:01:29,395
Eventually, life happened
and things took a turn.

817
01:01:29,478 --> 01:01:31,814
So I decided to open up a boutique.

818
01:01:31,897 --> 01:01:35,567
She often took me along to shop for the store

819
01:01:35,651 --> 01:01:38,487
and would pick out the collections...

820
01:01:38,570 --> 01:01:43,075
And I started becoming familiar
with fashion, thanks to Federica.

821
01:01:43,158 --> 01:01:45,452
Federica knew how to handle him,

822
01:01:45,536 --> 01:01:48,747
with her intelligence and her simplicity.

823
01:01:48,831 --> 01:01:52,251
And while she takes me around
to fashion houses,

824
01:01:52,334 --> 01:01:55,796
I get called to model

825
01:01:55,879 --> 01:01:57,256
for Ellesse.

826
01:02:05,139 --> 01:02:07,599
I was at the company every day,

827
01:02:07,683 --> 01:02:10,352
listening to their conversations

828
01:02:10,436 --> 01:02:13,272
about marketing, sales, and style.

829
01:02:13,355 --> 01:02:16,525
He was always on the lookout,
listening to everything.

830
01:02:16,608 --> 01:02:20,988
The owner, Leonardo Servadio,
was a man with exquisite taste.

831
01:02:21,071 --> 01:02:24,241
He said: "We can sell things
for a bit more or less,

832
01:02:24,324 --> 01:02:26,326
but they must be beautiful."

833
01:02:26,410 --> 01:02:28,620
He was very fond of Brunello.

834
01:02:28,704 --> 01:02:32,916
It was as if he channeled
his entrepreneurial spirit into him.

835
01:02:35,544 --> 01:02:36,879
Hi, Gigino!

836
01:02:36,962 --> 01:02:39,047
What is that? Grass on your head?

837
01:02:39,131 --> 01:02:40,382
Never seen that before.

838
01:02:48,223 --> 01:02:51,018
In the end, the bar was the place

839
01:02:51,101 --> 01:02:54,480
where I conceived this microenterprise.

840
01:02:54,563 --> 01:02:57,774
The idea was born there,
from our daily conversations.

841
01:03:05,407 --> 01:03:09,411
It's true that Brunello goofed around a lot
in the early years of his life,

842
01:03:09,495 --> 01:03:12,039
but then he fell in love and got his act together.

843
01:03:14,124 --> 01:03:15,918
- Ready?
- Do it.

844
01:03:22,716 --> 01:03:23,884
This is crazy.

845
01:03:25,677 --> 01:03:27,554
I started pondering...

846
01:03:27,638 --> 01:03:29,681
what could I do in Umbria?

847
01:03:30,766 --> 01:03:32,851
Sweaters were being made everywhere,

848
01:03:32,935 --> 01:03:36,438
knitted or not, small looms, big looms.

849
01:03:36,522 --> 01:03:40,943
In Umbria, there were always these women
knitting in the basements of their houses.

850
01:03:41,026 --> 01:03:43,028
That was the inspiration.

851
01:03:43,111 --> 01:03:45,322
Then I hear talk about cashmere.

852
01:03:45,405 --> 01:03:47,115
What is this cashmere?

853
01:03:47,199 --> 01:03:49,076
Cashmere is something...

854
01:03:50,202 --> 01:03:53,288
so precious that you never throw it away.

855
01:03:54,039 --> 01:03:55,082
Great!

856
01:03:55,165 --> 01:03:56,500
So I said:

857
01:03:56,583 --> 01:03:58,001
"Who knows?

858
01:03:58,544 --> 01:04:01,630
Perhaps I could create something
you never throw away."

859
01:04:02,756 --> 01:04:05,551
That was definitely
the most important moment for him,

860
01:04:06,301 --> 01:04:10,055
because that was when he finally defined
a clear goal for his life.

861
01:04:10,138 --> 01:04:13,809
During that time, I read an essay
by a renowned economist,

862
01:04:13,892 --> 01:04:15,310
Theodore Levitt.

863
01:04:15,394 --> 01:04:19,982
He claimed
that developed countries should focus

864
01:04:20,065 --> 01:04:22,359
on high-quality products

865
01:04:22,442 --> 01:04:27,197
since developing countries would eventually
enter the market

866
01:04:27,281 --> 01:04:29,491
and make low-priced goods.

867
01:04:29,575 --> 01:04:32,369
A wool pullover cost 5000 lira back then.

868
01:04:32,452 --> 01:04:34,913
But he said: "Mine will cost 50,000

869
01:04:35,581 --> 01:04:38,542
because it'll be high-quality
and I'll still make a profit."

870
01:04:39,209 --> 01:04:42,504
So he opted for the noblest,
most precious raw material.

871
01:04:42,588 --> 01:04:44,590
That was the start of cashmere.

872
01:04:46,383 --> 01:04:47,801
I told my dad:

873
01:04:47,884 --> 01:04:51,597
"I want to start making cashmere pullovers."

874
01:04:52,431 --> 01:04:54,516
He didn't know what "pullovers" were,

875
01:04:54,600 --> 01:04:56,476
he didn't know what "cashmere" was.

876
01:04:57,060 --> 01:04:58,061
He said:

877
01:04:58,645 --> 01:05:00,063
"I don't understand a thing.

878
01:05:00,689 --> 01:05:03,525
It's up to you. God help you."

879
01:05:25,297 --> 01:05:28,342
When I decided to go into cashmere,

880
01:05:28,425 --> 01:05:31,553
I knew nothing about it beyond the name.

881
01:05:32,137 --> 01:05:34,389
The first time I touched it,

882
01:05:34,473 --> 01:05:37,184
I was struck by the feel of it.

883
01:05:37,267 --> 01:05:41,396
Back then, cashmere was usually for men,

884
01:05:41,980 --> 01:05:45,275
in classic designs
and fairly conventional colors.

885
01:05:45,359 --> 01:05:48,528
And I came up with the idea
to make it exclusively for women,

886
01:05:48,612 --> 01:05:51,615
with fits that were modern and colorful,

887
01:05:51,698 --> 01:05:53,867
with vibrant, pop colors.

888
01:05:53,950 --> 01:06:00,499
And so began my wonderful relationship
with these beautiful animals.

889
01:06:02,584 --> 01:06:07,255
I found a small cashmere yarn producer
in Umbria named Mr. Bacelli.

890
01:06:07,339 --> 01:06:12,969
"Mr. Bacelli, could you give me
20 kilos of raw cashmere?

891
01:06:13,053 --> 01:06:14,805
I have no money, though."

892
01:06:15,389 --> 01:06:19,017
He gave Brunello the cashmere for free
because he believed in his vision.

893
01:06:19,101 --> 01:06:23,647
I'll never forget what he said:
"Pay me when you have the money."

894
01:06:29,778 --> 01:06:31,863
Make sure to be careful
and really do your best, okay?

895
01:06:35,450 --> 01:06:37,452
'Cause this pullover has to last a century.

896
01:06:37,911 --> 01:06:40,288
I'm a seamstress, not a miracle worker.

897
01:06:42,457 --> 01:06:44,626
I went to a small workshop...

898
01:06:45,377 --> 01:06:50,590
"Could you make
six women's pullovers for me?

899
01:06:50,674 --> 01:06:52,467
A little longer

900
01:06:52,551 --> 01:06:54,803
and slightly more fitted?"

901
01:06:55,595 --> 01:06:59,850
His goal was to make something of value,
but to approach it with a new vision.

902
01:07:00,851 --> 01:07:03,395
He was the one
who invented colored cashmere.

903
01:07:03,478 --> 01:07:05,439
It was almost sacrilegious.

904
01:07:05,522 --> 01:07:08,108
Because cashmere used to only be gray,

905
01:07:08,775 --> 01:07:09,860
charcoal,

906
01:07:10,569 --> 01:07:11,945
camel-colored,

907
01:07:13,196 --> 01:07:14,197
and beige.

908
01:07:14,281 --> 01:07:17,033
No one had ever made
colored cashmere before.

909
01:07:17,617 --> 01:07:19,786
Who says that cashmere can't be dyed?

910
01:07:20,328 --> 01:07:21,455
It's not like a rule.

911
01:07:22,080 --> 01:07:25,292
Brunello had a very clear and focused vision.

912
01:07:26,376 --> 01:07:28,003
- Hello?
- Come on, let's play.

913
01:07:28,086 --> 01:07:29,796
- No, I'm too distracted.
- Brunello!

914
01:07:30,630 --> 01:07:32,299
Phone call for you!

915
01:07:32,382 --> 01:07:33,216
Federica!

916
01:07:35,051 --> 01:07:37,763
- Federica!
- Federica!

917
01:07:37,846 --> 01:07:39,765
So have you thought it over some more?

918
01:07:41,808 --> 01:07:43,268
No, I'll color them!

919
01:07:44,394 --> 01:07:46,229
I'll find the time, I'll figure it out!

920
01:07:46,313 --> 01:07:49,816
I can do blue, yellow, a nice orange, green!

921
01:07:49,900 --> 01:07:53,361
Something sexy, cashmere
like you've never seen before, trust me.

922
01:07:53,445 --> 01:07:54,988
He even has a dyer!

923
01:07:55,071 --> 01:07:56,656
I even have a dyer, Federica.

924
01:07:56,740 --> 01:07:58,116
Don't worry about the money.

925
01:07:58,200 --> 01:07:59,785
- I'll pay when I can.
- Who is that?

926
01:07:59,868 --> 01:08:02,078
Yeah, he said he'll give me 20 kilos to start.

927
01:08:02,162 --> 01:08:04,623
We'll take it one step at a time, okay, Federica?

928
01:08:04,706 --> 01:08:07,709
Such a pessimist.
You have to be related to Schopenhauer.

929
01:08:15,509 --> 01:08:18,553
The first color we tried was orange.

930
01:08:18,637 --> 01:08:19,638
Here's the orange.

931
01:08:23,642 --> 01:08:24,851
- So?
- No.

932
01:08:24,935 --> 01:08:26,353
- No?
- It's not the right orange.

933
01:08:26,436 --> 01:08:28,230
- Why not?
- No.

934
01:08:28,313 --> 01:08:30,398
- Well, tell me why.
- Well, because this orange...

935
01:08:31,274 --> 01:08:33,109
It's just too much of an orangey-orange.

936
01:08:33,193 --> 01:08:35,487
- It's orange!
- But I feel like I need my own!

937
01:08:35,570 --> 01:08:36,947
So tell me what you want me to do.

938
01:08:37,030 --> 01:08:38,907
An orange that's more intense.

939
01:08:38,990 --> 01:08:40,867
Just add some more red. Humor me.

940
01:08:53,046 --> 01:08:54,047
Here you go.

941
01:08:54,548 --> 01:08:56,258
Now <i>this</i> is my orange!

942
01:08:57,342 --> 01:09:00,512
And suddenly, I stopped going to the bar.

943
01:09:03,390 --> 01:09:05,684
The bar ended up losing a great card player.

944
01:09:06,476 --> 01:09:09,646
But, out of the ashes,
a tireless worker emerged.

945
01:09:10,230 --> 01:09:12,399
I opened my small workshop.

946
01:09:12,482 --> 01:09:16,069
I called it a company,
but it was just 24 square meters,

947
01:09:16,152 --> 01:09:17,696
a tiny space.

948
01:09:18,446 --> 01:09:20,282
I'd even go on Sunday mornings

949
01:09:20,365 --> 01:09:23,910
just to look at the few sweaters I had made.

950
01:09:24,536 --> 01:09:27,831
I'd clean the table.
Even if it was clean, I'd clean it again.

951
01:09:27,914 --> 01:09:30,667
I spent time there, with the sweaters...

952
01:09:33,378 --> 01:09:36,840
In the end, we had a new product.

953
01:09:44,431 --> 01:09:46,725
Well, it definitely works.

954
01:09:47,350 --> 01:09:49,561
- Like it?
- Yeah.

955
01:09:49,644 --> 01:09:52,439
It's a beautiful color, it's perfect.

956
01:09:57,152 --> 01:09:58,904
- Thoughts?
- I like this one more.

957
01:10:04,659 --> 01:10:06,661
This one still needs a little work.

958
01:10:06,745 --> 01:10:08,204
- It's not ready?
- No.

959
01:10:08,288 --> 01:10:12,500
My microfactory was our love nest.

960
01:10:14,377 --> 01:10:15,503
This is my favorite.

961
01:10:15,587 --> 01:10:20,425
And our daughter Camilla was conceived
amidst cashmere pullovers.

962
01:10:20,508 --> 01:10:21,635
Stunning!

963
01:10:22,427 --> 01:10:23,428
Come here.

964
01:10:25,847 --> 01:10:27,724
- You like it?
- Yes. It's beautiful.

965
01:10:27,807 --> 01:10:29,100
- Isn't it?
- Yeah.

966
01:10:29,184 --> 01:10:33,897
Now the problem was how to sell
these cashmere pullovers.

967
01:10:33,980 --> 01:10:36,942
The quality of the pullovers was
unquestionable,

968
01:10:37,025 --> 01:10:40,946
but in a market where he was unknown,
he had to figure out how to attract attention.

969
01:10:41,029 --> 01:10:44,324
He reached out to a couple of friends,
and they agreed to help him.

970
01:10:44,407 --> 01:10:46,493
They were peddlers in Germany.

971
01:10:46,576 --> 01:10:49,245
What are "peddlers"?
People who went to Germany

972
01:10:50,080 --> 01:10:52,582
and survived by running little hustles.

973
01:10:52,666 --> 01:10:54,084
Back in those days,

974
01:10:54,167 --> 01:10:58,004
Germany was widely known as the Mecca
for Italian knitwear.

975
01:10:58,088 --> 01:11:01,758
And we went into Room 814

976
01:11:01,841 --> 01:11:03,969
in Munich's Hilton Hotel,

977
01:11:04,511 --> 01:11:06,805
where the trade fair took place.

978
01:11:08,974 --> 01:11:11,226
- Shouldn't we open the door?
- Don't be stupid,

979
01:11:11,309 --> 01:11:12,811
we can't let anyone inside yet.

980
01:11:14,479 --> 01:11:15,814
But how will they see the clothes?

981
01:11:19,693 --> 01:11:21,778
Every room kept the doors open,

982
01:11:21,861 --> 01:11:25,031
Mr. Armani and Mr. Versace,
which were huge brands.

983
01:11:25,115 --> 01:11:29,577
But my two agents had come up
with a plan to get us noticed.

984
01:11:30,996 --> 01:11:32,831
But then what are we here for, huh?

985
01:11:37,711 --> 01:11:39,587
Make a scene with me. Send me out!

986
01:11:40,839 --> 01:11:42,465
- Thanks.
- You're welcome.

987
01:11:42,549 --> 01:11:43,800
- Goodbye.
- Bye.

988
01:11:43,883 --> 01:11:46,302
It's important... punctual, punctual! No delays!

989
01:11:46,386 --> 01:11:47,387
Yeah, sure.

990
01:11:47,470 --> 01:11:48,638
All right?

991
01:11:48,722 --> 01:11:53,560
Oh, the color! Blue.
More intense, more intense.

992
01:11:53,643 --> 01:11:55,729
The other colors are lovely.

993
01:11:55,812 --> 01:11:58,356
Lovely! Bravo. A huge hit, for sure.

994
01:11:59,149 --> 01:12:01,443
- Thanks.
- Thanks, Mr. Cucinelli.

995
01:12:01,526 --> 01:12:03,570
I'm so impressed.

996
01:12:03,653 --> 01:12:08,324
Wonderful work. Pity you don't have more.

997
01:12:08,408 --> 01:12:10,994
But we make everything by hand.

998
01:12:11,077 --> 01:12:16,124
And that is precisely why I love your pullovers.

999
01:12:16,207 --> 01:12:18,126
It was sheer performance.

1000
01:12:18,209 --> 01:12:21,588
The colors, the sensuality...

1001
01:12:21,671 --> 01:12:24,424
Truly original.

1002
01:12:24,507 --> 01:12:25,925
Real actors.

1003
01:12:26,009 --> 01:12:28,720
I'll be seeing you in Umbria.

1004
01:12:28,803 --> 01:12:30,055
In Umbria. Thanks.

1005
01:12:30,138 --> 01:12:31,222
In Umbria!

1006
01:12:31,306 --> 01:12:34,976
People couldn't help but wonder
what was going on inside of that room.

1007
01:12:35,060 --> 01:12:39,230
At the same time, he was inside,
watching them through the peephole.

1008
01:12:40,523 --> 01:12:41,775
So many people!

1009
01:12:44,486 --> 01:12:46,279
- Thank you.
- And now we open the door, huh?

1010
01:12:46,362 --> 01:12:50,742
In just under two days,
we sold 11,800 cashmere sweaters,

1011
01:12:50,825 --> 01:12:52,535
which was insane.

1012
01:12:54,496 --> 01:12:58,208
German customers would even pay up front,
in order to get a discount.

1013
01:12:58,291 --> 01:13:00,710
Pay within ten days, 4% discount.

1014
01:13:00,794 --> 01:13:05,173
He paid all of his suppliers up front,
and since they were paid in advance,

1015
01:13:05,256 --> 01:13:08,218
they would prioritize Brunello's orders
before the other clients,

1016
01:13:08,301 --> 01:13:10,720
who paid after 30, 60, or 90 days.

1017
01:13:10,804 --> 01:13:14,182
He delivered his products to stores faster
than the competition.

1018
01:13:14,265 --> 01:13:15,433
It was a strategy.

1019
01:13:15,517 --> 01:13:17,936
A strategy that was carefully planned.

1020
01:13:18,019 --> 01:13:20,480
Every single risk he took was calculated.

1021
01:13:29,572 --> 01:13:31,658
Federica, do you mind coming in tomorrow?

1022
01:13:31,741 --> 01:13:35,912
We started to expand
our manufacturing network

1023
01:13:35,995 --> 01:13:39,874
and needed to hire a few more people.

1024
01:13:44,629 --> 01:13:46,631
It was like a family affair.

1025
01:13:46,714 --> 01:13:50,051
Mom even helped
with the creation of the pullovers.

1026
01:13:50,135 --> 01:13:51,386
She was like a consultant.

1027
01:13:53,763 --> 01:13:55,515
These orders are really flooding in.

1028
01:13:56,558 --> 01:13:58,309
- Well, this is exciting.
- Yeah.

1029
01:13:58,393 --> 01:14:00,520
And before we know it, the orders will double!

1030
01:14:02,063 --> 01:14:03,398
Are you ready to get to work?

1031
01:14:04,732 --> 01:14:07,318
- This one is so much better, isn't it?
- Yeah, it's nice.

1032
01:14:07,402 --> 01:14:08,444
January.

1033
01:14:10,905 --> 01:14:11,906
Hello?

1034
01:14:12,907 --> 01:14:15,160
Mr. Marcus, how are you?
How have things been going?

1035
01:14:16,661 --> 01:14:19,164
Yes, we have every department working
on your order right now.

1036
01:14:20,373 --> 01:14:24,085
He acted as the secretary, a sales rep,
and even the technical manager.

1037
01:14:24,169 --> 01:14:26,212
You want to speak to Accounting?

1038
01:14:26,296 --> 01:14:27,839
Just one moment, I'll get him.

1039
01:14:30,300 --> 01:14:31,301
Hello?

1040
01:14:32,427 --> 01:14:34,220
Yes, Mr. Marcus. Hello.

1041
01:14:34,304 --> 01:14:38,016
He would use different voices, pretending
to be other people within the company.

1042
01:14:38,099 --> 01:14:39,142
But it was always him.

1043
01:14:39,225 --> 01:14:41,394
No, the bank doesn't have
to get involved with the order.

1044
01:14:42,395 --> 01:14:44,022
No need for a letter of credit.

1045
01:14:44,105 --> 01:14:46,941
It's all fine.
You see, our dear boss, Brunello, told me.

1046
01:14:47,025 --> 01:14:48,151
All calculated risks.

1047
01:14:48,234 --> 01:14:49,569
You want to speak to the boss?

1048
01:14:50,778 --> 01:14:51,863
Hang on a second.

1049
01:14:55,116 --> 01:14:56,326
Hello, sir.

1050
01:14:57,327 --> 01:14:59,162
Yeah, we'll ship it all by the 18th.

1051
01:14:59,245 --> 01:15:00,955
Give my best to your wife.

1052
01:15:11,883 --> 01:15:13,760
We got married in March.

1053
01:15:14,260 --> 01:15:18,598
Unfortunately, the weather was horrible
that day because it was windy and cold.

1054
01:15:31,819 --> 01:15:35,198
All of my friends had brought tons of confetti
to throw at us

1055
01:15:35,281 --> 01:15:36,532
instead of sugared almonds.

1056
01:15:36,616 --> 01:15:39,452
The confetti was a disaster
because of the wind.

1057
01:15:39,535 --> 01:15:42,580
There was confetti that ended up
all over Solomeo.

1058
01:15:42,664 --> 01:15:45,625
They kept showing up on the streets for years.

1059
01:15:56,552 --> 01:15:58,680
When Federica and I got married,

1060
01:15:58,763 --> 01:16:02,183
I decided to come live here in Solomeo

1061
01:16:02,767 --> 01:16:06,813
because I felt this is where my soul belonged.

1062
01:16:11,609 --> 01:16:13,403
It was a special place.

1063
01:16:13,486 --> 01:16:15,738
There was a strong sense of community.

1064
01:16:22,245 --> 01:16:24,539
Life there was steeped in tradition.

1065
01:16:24,622 --> 01:16:27,959
For Easter, Father Alberto organized
the Good Friday procession

1066
01:16:28,042 --> 01:16:29,794
with all of us taking part.

1067
01:16:29,877 --> 01:16:33,006
They dressed me up
as a Roman centurion for the performance.

1068
01:16:33,631 --> 01:16:34,924
They even gave me a spear.

1069
01:16:35,008 --> 01:16:37,135
And who played Jesus Christ?

1070
01:16:39,012 --> 01:16:42,056
Father, I'm hungry now.

1071
01:16:42,932 --> 01:16:44,100
Christ!

1072
01:16:46,185 --> 01:16:47,437
Look!

1073
01:16:47,520 --> 01:16:49,188
If you are the Son of God,

1074
01:16:49,272 --> 01:16:52,108
tell these stones to become bread!

1075
01:16:53,318 --> 01:16:56,529
And just like Jesus Christ,
Brunello was tied to the cross,

1076
01:16:56,612 --> 01:16:59,407
and then it was lifted up
and leaned against the wall.

1077
01:17:08,916 --> 01:17:11,961
I was in a kind of trance for three hours.

1078
01:17:12,837 --> 01:17:13,838
And now...

1079
01:17:15,006 --> 01:17:16,507
it is finished.

1080
01:17:23,473 --> 01:17:24,599
My God!

1081
01:17:25,308 --> 01:17:26,351
My God!

1082
01:17:27,352 --> 01:17:29,687
Why hast thou forsaken me?

1083
01:17:29,771 --> 01:17:31,939
It was a wonderful performance.

1084
01:17:32,023 --> 01:17:34,442
People came from all over just to watch it.

1085
01:17:36,027 --> 01:17:37,028
Thank you.

1086
01:17:37,987 --> 01:17:39,447
And I pray the Lord

1087
01:17:40,198 --> 01:17:41,824
will bless you.

1088
01:17:42,450 --> 01:17:43,826
Good night.

1089
01:17:45,078 --> 01:17:48,790
Father Alberto was instrumental
in shaping Brunello's decisions.

1090
01:17:48,873 --> 01:17:51,042
They even worked on some projects together.

1091
01:17:52,085 --> 01:17:53,961
He fired Brunello up to take action.

1092
01:17:55,922 --> 01:17:59,133
One day, I said to Federica: "I have an idea.

1093
01:18:00,385 --> 01:18:03,805
I'd like to buy the small castle in Solomeo,

1094
01:18:03,888 --> 01:18:05,473
the tower,

1095
01:18:05,556 --> 01:18:08,267
and use it as the company headquarters.

1096
01:18:08,351 --> 01:18:09,519
"Are you crazy?"

1097
01:18:11,020 --> 01:18:13,773
I went to see Attorney Mattii, the owner.

1098
01:18:13,856 --> 01:18:15,858
"Attorney, in regards

1099
01:18:16,984 --> 01:18:18,861
to this castle, this tower,

1100
01:18:18,945 --> 01:18:22,115
would you ever consider selling it to me?"

1101
01:18:22,782 --> 01:18:24,575
My father was attached to the castle.

1102
01:18:24,659 --> 01:18:28,913
So naturally, selling it wasn't something
that we wanted to do.

1103
01:18:28,996 --> 01:18:31,833
It was a long process, almost like a courtship.

1104
01:18:31,916 --> 01:18:36,295
"I want to renovate it
so it lasts another thousand years,

1105
01:18:36,379 --> 01:18:38,631
to leave it to those who come after us."

1106
01:18:38,714 --> 01:18:41,801
What finally convinced my father
to sell the castle

1107
01:18:41,884 --> 01:18:43,928
was Brunello's pitch to fully renovate it.

1108
01:18:44,011 --> 01:18:47,515
You could tell it was something
that he would take seriously.

1109
01:18:47,598 --> 01:18:50,184
He said: "I've decided, Brunello.

1110
01:18:51,269 --> 01:18:52,645
I'll sell it to you."

1111
01:18:57,984 --> 01:19:01,404
The payment was through promissory notes,
bills of exchange.

1112
01:19:02,780 --> 01:19:05,324
There was a whole stack of them!

1113
01:19:05,408 --> 01:19:07,994
Using bills of exchange worried me.

1114
01:19:08,077 --> 01:19:10,663
He said: "Don't worry.

1115
01:19:11,581 --> 01:19:15,126
When they expire, we'll renew them."

1116
01:19:15,209 --> 01:19:18,296
And so he started signing
and signing and signing.

1117
01:19:23,259 --> 01:19:25,470
The works took a few years,

1118
01:19:26,053 --> 01:19:29,640
it took a lot of juggling to make ends meet.

1119
01:19:29,724 --> 01:19:33,436
I didn't make any profit at times,
but people liked my product.

1120
01:19:33,519 --> 01:19:36,939
And finally, we moved into the castle.

1121
01:19:51,287 --> 01:19:55,500
I wanted my company to be rooted

1122
01:19:55,583 --> 01:19:59,045
in the great values:
ethics, morality, and dignity.

1123
01:19:59,128 --> 01:20:01,756
I wanted to prove one can combine profit

1124
01:20:01,839 --> 01:20:05,092
with quality of life
of the people who work with me.

1125
01:20:30,409 --> 01:20:34,413
These women cook
with local, high-quality ingredients.

1126
01:20:34,497 --> 01:20:38,668
This is our humanistic enterprise.
These are our real investments.

1127
01:20:38,751 --> 01:20:41,212
There are no set hours, everyone has a key.

1128
01:20:41,295 --> 01:20:43,214
What matters is to believe in it.

1129
01:20:43,297 --> 01:20:46,801
Then the company began to grow quickly.

1130
01:20:46,884 --> 01:20:49,554
The Germans started talking to the Americans...

1131
01:20:49,887 --> 01:20:53,266
...when they met during fashion shows in Milan.

1132
01:20:53,349 --> 01:20:56,936
O Lord, may the children learn
from their parents and teachers,

1133
01:20:57,019 --> 01:20:59,689
as examples of how to grow
in the way of Jesus.

1134
01:20:59,772 --> 01:21:01,816
The word began to spread.

1135
01:21:01,899 --> 01:21:03,025
Let us pray.

1136
01:21:03,109 --> 01:21:05,319
Lord, hear our prayer.

1137
01:21:05,403 --> 01:21:07,363
Let us pray now for Brunello,

1138
01:21:07,446 --> 01:21:09,949
who brought his newest collection
to New York.

1139
01:21:10,449 --> 01:21:12,368
And if all goes well with the sales,

1140
01:21:12,451 --> 01:21:15,413
there will be plenty of work
for our whole community.

1141
01:21:16,247 --> 01:21:19,166
- Let us pray.
- Lord, hear our prayer.

1142
01:21:25,715 --> 01:21:28,009
My first big trip was to New York.

1143
01:21:29,468 --> 01:21:31,721
It was impressive.

1144
01:21:31,804 --> 01:21:34,682
We showed the men's collection
for the first time,

1145
01:21:34,765 --> 01:21:37,602
a small collection with six to seven pullovers.

1146
01:21:37,685 --> 01:21:40,354
We were at our booth, anxious.

1147
01:21:40,438 --> 01:21:42,315
And in came Mr. Pressman,

1148
01:21:42,398 --> 01:21:46,861
perhaps the most important man back then
in the world of men's fashion,

1149
01:21:46,944 --> 01:21:48,279
and he picked up a pullover.

1150
01:21:48,904 --> 01:21:50,281
He liked it and asked:

1151
01:21:51,198 --> 01:21:53,618
"How much is this pullover?" "200 dollars."

1152
01:21:54,952 --> 01:21:55,953
Expensive.

1153
01:21:56,621 --> 01:22:00,458
He looks at five to six other pullovers
and then picks up the first one again...

1154
01:22:01,000 --> 01:22:03,502
And asks: "How much is this?"

1155
01:22:03,586 --> 01:22:05,463
I said: "100 dollars."

1156
01:22:06,922 --> 01:22:08,758
He looks at me and says: "But...

1157
01:22:09,508 --> 01:22:11,802
I thought you said 200 dollars?"

1158
01:22:12,762 --> 01:22:17,475
"Mr. Pressman, you would've said
it was expensive all the same!"

1159
01:22:18,267 --> 01:22:19,477
Then what happened?

1160
01:22:21,270 --> 01:22:23,439
He bought that pullover

1161
01:22:23,522 --> 01:22:25,524
for 200 dollars.

1162
01:22:25,608 --> 01:22:28,069
And he displayed my designs

1163
01:22:28,152 --> 01:22:31,447
at Barneys New York,
the world's most beautiful store.

1164
01:22:32,073 --> 01:22:35,660
That's when our American adventure began.

1165
01:22:45,544 --> 01:22:49,173
In the West Village,
there was a 120-square-meter space.

1166
01:22:49,256 --> 01:22:51,008
I told him I wanted to open a store there,

1167
01:22:51,092 --> 01:22:53,594
and he said, "We don't need stores!"

1168
01:22:53,678 --> 01:22:56,722
But eventually I convinced him
to open the first store in New York.

1169
01:22:56,806 --> 01:22:58,516
It was an absolute success.

1170
01:23:05,564 --> 01:23:07,983
One day, at our showroom in Milan,

1171
01:23:08,067 --> 01:23:10,319
the famous Mrs. Joyce showed up.

1172
01:23:10,403 --> 01:23:14,156
Her store in Hong Kong was
every designer's dream.

1173
01:23:14,240 --> 01:23:16,200
She said: "Hello, Brunello.

1174
01:23:16,283 --> 01:23:19,328
I'd like to buy 1 million dollars of pullovers."

1175
01:23:20,579 --> 01:23:23,833
That was about 25-30% of our revenue.

1176
01:23:23,916 --> 01:23:26,919
She completed the order
and wrote "letter of credit."

1177
01:23:27,002 --> 01:23:28,671
I said: "No, Mrs. Joyce.

1178
01:23:28,754 --> 01:23:31,757
A letter of credit from you? Are you kidding?"

1179
01:23:31,841 --> 01:23:34,260
"You don't want a letter of credit?
You trust me?"

1180
01:23:34,343 --> 01:23:36,429
How could I not trust Mrs. Joyce?

1181
01:23:49,608 --> 01:23:52,903
He's called the "king of cashmere,"
he has 90 employees,

1182
01:23:52,987 --> 01:23:57,825
a thriving company that exports practically
all over the world.

1183
01:23:57,908 --> 01:24:00,119
Then something happened
in the fashion world,

1184
01:24:00,202 --> 01:24:03,372
and Brunello could sense that
some big changes were coming.

1185
01:24:03,456 --> 01:24:05,207
An impending crisis, yes?

1186
01:24:05,291 --> 01:24:07,960
Yes, exactly. I believe this crisis...

1187
01:24:08,043 --> 01:24:11,255
In Umbria,
major brands were starting to emerge.

1188
01:24:11,338 --> 01:24:14,550
And small, single-product companies
wouldn't have survived.

1189
01:24:14,633 --> 01:24:15,926
There was no way.

1190
01:24:16,677 --> 01:24:18,721
Many clients asked:

1191
01:24:18,804 --> 01:24:23,184
"Could you envisage the Cucinelli style
not just in sweaters

1192
01:24:23,267 --> 01:24:25,186
but in jackets and pants too?"

1193
01:24:25,269 --> 01:24:29,899
Brunello realized he had to act quick,
so he stepped on the gas.

1194
01:24:29,982 --> 01:24:33,986
And so we decided to go with the total look.

1195
01:24:34,069 --> 01:24:35,488
He went all in.

1196
01:24:36,071 --> 01:24:38,157
For women, we developed

1197
01:24:38,240 --> 01:24:40,951
that sense of style we had

1198
01:24:41,744 --> 01:24:43,037
starting from knitwear.

1199
01:24:52,505 --> 01:24:54,799
For men, it was easier,

1200
01:24:54,882 --> 01:24:57,134
I just opened my own closet.

1201
01:24:57,218 --> 01:25:00,638
And took out my jackets and pants.

1202
01:25:01,639 --> 01:25:05,142
My colleague and I thought
he was a little crazy.

1203
01:25:10,105 --> 01:25:13,359
And we took inspiration from the way I dress.

1204
01:25:13,442 --> 01:25:17,071
He always has these crazy ideas
that take you by surprise.

1205
01:25:17,154 --> 01:25:20,533
Every morning at work, we wonder:
"What will he come up with today?"

1206
01:25:20,616 --> 01:25:24,870
But in the end,
his ideas always turn out to be great ones.

1207
01:25:36,257 --> 01:25:40,302
I'd say that out of anyone in China,
I knew Brunello Cucinelli the best.

1208
01:25:40,386 --> 01:25:44,807
If I had to guess, I think about 80%
of my wardrobe is made up

1209
01:25:44,890 --> 01:25:46,475
of Brunello Cucinelli pieces.

1210
01:25:47,101 --> 01:25:51,939
I love the brand because all of their clothes
really flatter the curves of my body well.

1211
01:25:52,022 --> 01:25:54,358
And most importantly,
they give me confidence.

1212
01:25:54,441 --> 01:25:56,652
When you look good, you feel good.

1213
01:26:04,827 --> 01:26:07,496
The production budget was extremely limited,

1214
01:26:07,580 --> 01:26:11,208
so I preferred to pay out of pocket
because I wanted to buy nice clothes

1215
01:26:11,292 --> 01:26:12,418
for my character to wear.

1216
01:26:13,085 --> 01:26:16,171
Throughout the series,
most of the clothes that I wore

1217
01:26:16,255 --> 01:26:18,883
were from a Brunello Cucinelli collection.

1218
01:26:24,680 --> 01:26:28,642
I heard people would take pictures
of the clothes my character was wearing

1219
01:26:28,726 --> 01:26:32,479
and go to Brunello's stores so they could ask
for those same exact outfits.

1220
01:27:15,981 --> 01:27:17,733
In this era of globalization,

1221
01:27:17,816 --> 01:27:20,986
he chooses to remain focused
on his humble roots.

1222
01:27:21,070 --> 01:27:22,821
It's like a paradox

1223
01:27:22,905 --> 01:27:24,949
because he sells his clothes worldwide.

1224
01:27:25,032 --> 01:27:26,951
But he's deeply grounded.

1225
01:27:27,034 --> 01:27:28,535
Maybe that's the secret.

1226
01:27:28,619 --> 01:27:31,205
It's easier to navigate this world

1227
01:27:31,914 --> 01:27:33,624
when you have strong roots.

1228
01:27:38,963 --> 01:27:43,342
I believe the start of my success
helped my mother

1229
01:27:43,425 --> 01:27:46,387
heal the malaise in her soul.

1230
01:27:46,470 --> 01:27:50,099
But she left us early,
it was very painful for me.

1231
01:27:50,182 --> 01:27:53,894
Also because, a few days later,
Father Alberto called me

1232
01:27:53,978 --> 01:27:55,896
on his deathbed and said:

1233
01:27:57,147 --> 01:28:00,985
"Promise me you'll renovate the house

1234
01:28:01,068 --> 01:28:03,779
and the church of our beloved Solomeo."

1235
01:28:03,862 --> 01:28:05,531
"I will, Father Alberto."

1236
01:28:05,614 --> 01:28:07,574
"I'll be watching you from up there!"

1237
01:28:20,170 --> 01:28:23,132
Father Alberto, so what do you think?

1238
01:28:23,215 --> 01:28:24,925
Did we do well?

1239
01:28:32,182 --> 01:28:35,102
Mr. Cucinelli's idea was to start with the castle,

1240
01:28:35,185 --> 01:28:38,355
and then continue to restore
the whole village of Solomeo.

1241
01:28:39,023 --> 01:28:41,942
The façades, the fences, and the sidewalks.

1242
01:28:42,026 --> 01:28:43,819
That's all thanks to Brunello.

1243
01:28:43,902 --> 01:28:46,447
He's extremely focused on renovations,

1244
01:28:46,530 --> 01:28:48,407
on preserving things.

1245
01:28:48,490 --> 01:28:50,826
That's all part of his generosity.

1246
01:28:50,909 --> 01:28:54,288
He says he doesn't want to be
the richest man in the cemetery.

1247
01:28:54,830 --> 01:29:00,335
From the moment we started
generating real profits, one rule has been

1248
01:29:00,419 --> 01:29:03,881
to take 20% of those profits

1249
01:29:03,964 --> 01:29:08,343
and devote them to projects
we call "beautifying humanity."

1250
01:29:08,427 --> 01:29:11,388
He talks a lot about beautifying this world.

1251
01:29:11,472 --> 01:29:13,724
But he just doesn't talk, he acts.

1252
01:29:13,807 --> 01:29:15,726
I've always been a dreamer.

1253
01:29:16,310 --> 01:29:18,854
Because I've always felt like a guardian.

1254
01:29:18,937 --> 01:29:23,108
If you feel you're a guardian
and not an owner, everything changes.

1255
01:29:23,192 --> 01:29:26,028
Because if you're an owner,
you're afraid of losing.

1256
01:29:26,111 --> 01:29:27,571
If you're a guardian,

1257
01:29:27,654 --> 01:29:31,658
you never feel the loss
of what's entrusted to you.

1258
01:29:32,451 --> 01:29:33,577
He always says:

1259
01:29:33,660 --> 01:29:36,413
"I want to give back
as much as I possibly can."

1260
01:29:36,497 --> 01:29:38,332
It's a powerful lesson

1261
01:29:39,333 --> 01:29:41,668
because these are not just empty words.

1262
01:29:42,127 --> 01:29:43,170
I see him do it.

1263
01:29:54,223 --> 01:29:59,103
There was a plot of land near the church
earmarked for micro-apartments.

1264
01:29:59,186 --> 01:30:00,896
I asked the owner:

1265
01:30:00,979 --> 01:30:02,689
"If you sell the land to me,

1266
01:30:03,690 --> 01:30:06,068
we'll build a big theater there.

1267
01:30:06,151 --> 01:30:09,029
Then at night, when we're dead,

1268
01:30:09,113 --> 01:30:11,323
since the cemetery is nearby,

1269
01:30:11,990 --> 01:30:14,952
we can come back now and again
to watch the shows."

1270
01:30:15,577 --> 01:30:17,454
He smiled and said:

1271
01:30:17,538 --> 01:30:19,581
"You seem a little crazy,

1272
01:30:19,665 --> 01:30:22,626
but I'll sell the land to you."

1273
01:30:33,720 --> 01:30:35,848
"Of noble knights and ladies,

1274
01:30:35,931 --> 01:30:37,474
arms, and love!

1275
01:30:38,308 --> 01:30:42,104
Of chivalry, and noble deeds I sing.

1276
01:30:42,938 --> 01:30:46,150
When the Moors from Africa did remove

1277
01:30:46,233 --> 01:30:47,734
across the sea

1278
01:30:47,818 --> 01:30:50,320
and harm to France did bring.

1279
01:30:52,156 --> 01:30:54,074
Which, in his furious wrath,

1280
01:30:54,158 --> 01:30:57,744
Agramante, who was their youthful king,

1281
01:30:58,328 --> 01:31:02,457
vengeance for Troiano's death, he swore,

1282
01:31:02,541 --> 01:31:05,460
on Charlemagne, the Roman Emperor."

1283
01:31:36,783 --> 01:31:38,952
We were looking at Solomeo,

1284
01:31:39,036 --> 01:31:41,246
at this vast and beautiful valley,

1285
01:31:41,330 --> 01:31:43,999
and we could see that the village was filled
with abandoned factories.

1286
01:31:44,082 --> 01:31:48,170
They were typical concrete warehouses
without any windows.

1287
01:31:48,754 --> 01:31:50,005
He hated them.

1288
01:31:51,590 --> 01:31:54,551
I took my dad to see the Solomeo valley.

1289
01:31:55,677 --> 01:32:00,015
"Dad, I'm thinking of buying
all of those warehouses."

1290
01:32:00,098 --> 01:32:02,476
"What for?" he asked in fear.

1291
01:32:03,560 --> 01:32:05,312
"I want to demolish them

1292
01:32:05,395 --> 01:32:08,982
and plant vineyards, orchards,
olive groves, wheat,

1293
01:32:09,066 --> 01:32:12,778
and build a great park of beauty."

1294
01:32:12,861 --> 01:32:14,112
He said:

1295
01:32:14,196 --> 01:32:15,948
"You sure are crazy.

1296
01:32:16,031 --> 01:32:17,407
But do it."

1297
01:32:21,912 --> 01:32:23,330
He tore it all down.

1298
01:32:23,830 --> 01:32:26,375
I don't understand why
anyone would spend millions

1299
01:32:26,458 --> 01:32:29,378
to demolish all the warehouses in the area...

1300
01:32:30,128 --> 01:32:32,464
just because they spoil the landscape?

1301
01:32:34,258 --> 01:32:36,718
He didn't knock them down
to build something new,

1302
01:32:36,802 --> 01:32:40,222
but to restore the land's dignity
and give Solomeo its valley back.

1303
01:32:40,931 --> 01:32:43,892
He planted 30,000 trees in the valley.

1304
01:32:45,394 --> 01:32:46,728
This is who he is.

1305
01:32:46,812 --> 01:32:49,147
He's always on the quest for perfection
in everything.

1306
01:33:00,951 --> 01:33:03,662
A house was blocking
the view of the monument.

1307
01:33:03,745 --> 01:33:08,041
So the next day, the house was gone.
It was rebuilt 500 meters away.

1308
01:33:08,542 --> 01:33:12,754
My wife and daughters call me "Attila"
because he's the destroyer.

1309
01:33:12,838 --> 01:33:16,133
When I want to demolish something:
"Here comes Attila!"

1310
01:33:23,890 --> 01:33:25,809
The park belongs to everyone.

1311
01:33:31,398 --> 01:33:34,318
You can stroll in it, play sports.

1312
01:33:34,401 --> 01:33:37,154
Eat a cherry, an apricot.

1313
01:33:39,156 --> 01:33:40,615
A slice of paradise.

1314
01:33:45,245 --> 01:33:48,832
In fact, when the business required
bigger spaces,

1315
01:33:48,915 --> 01:33:51,460
I wanted the new facilities to overlook it.

1316
01:34:08,143 --> 01:34:09,519
Good morning.

1317
01:34:13,648 --> 01:34:15,025
Sixteen by sixteen?

1318
01:34:16,526 --> 01:34:17,986
Two hundred and fifty-six.

1319
01:34:18,528 --> 01:34:20,864
You did that with a calculator!

1320
01:34:25,619 --> 01:34:26,703
Morning.

1321
01:34:27,871 --> 01:34:29,206
Hello.

1322
01:34:29,289 --> 01:34:32,042
Everyone said it was utopic

1323
01:34:32,125 --> 01:34:35,545
to believe in a contemporary,
humanistic form of capitalism,

1324
01:34:35,629 --> 01:34:37,214
but we did it.

1325
01:34:37,297 --> 01:34:42,469
For Brunello, humanistic capitalism doesn't
necessarily mean sacrificing growth.

1326
01:34:42,552 --> 01:34:44,179
There's no contradiction there.

1327
01:34:44,262 --> 01:34:46,848
The biggest thing is to make sure
that people are placed

1328
01:34:46,932 --> 01:34:48,975
at the forefront of every decision.

1329
01:34:53,563 --> 01:34:55,857
His message defies convention.

1330
01:34:57,359 --> 01:35:00,362
He consistently compensates
all of his employees

1331
01:35:00,445 --> 01:35:01,905
well above the market rate.

1332
01:35:02,614 --> 01:35:07,035
His humanistic vision towards capitalism
allows people to work with dignity.

1333
01:35:15,794 --> 01:35:17,838
What Cucinelli realized was simple.

1334
01:35:19,256 --> 01:35:22,551
He understood that people work well
when they live well.

1335
01:35:22,634 --> 01:35:24,010
He says: "Well done!

1336
01:35:24,761 --> 01:35:28,348
You're doing a great job."
He's always encouraging us.

1337
01:35:29,266 --> 01:35:30,934
You're good people.

1338
01:35:32,144 --> 01:35:33,145
Thank you.

1339
01:35:35,605 --> 01:35:39,067
Every three months,
there's a big company meeting.

1340
01:35:39,151 --> 01:35:42,279
"Meeting" so to speak
since I'm the only one talking.

1341
01:35:42,362 --> 01:35:44,656
Maybe we could call it a "rally."

1342
01:35:44,739 --> 01:35:49,244
But I share the company projects
and choices with the employees.

1343
01:35:49,327 --> 01:35:52,622
The collections are doing well
and so are the deliveries.

1344
01:35:52,706 --> 01:35:55,250
Business is thriving, maybe even too much.

1345
01:35:57,544 --> 01:36:00,338
The true value of craftsmanship is quality.

1346
01:36:00,422 --> 01:36:02,007
I dare anyone to visit

1347
01:36:02,090 --> 01:36:04,968
to visit Brunello Cucinelli's workspaces,
they're unparalleled.

1348
01:36:05,051 --> 01:36:08,013
They're not cramped, oppressive factories.

1349
01:36:08,096 --> 01:36:10,348
They're flooded with natural light.

1350
01:36:22,903 --> 01:36:24,779
All of our factories are designed in a way

1351
01:36:24,863 --> 01:36:29,242
so that our employees never lose connection
with the outside during working hours.

1352
01:36:29,326 --> 01:36:33,705
Being able to see if it's raining
or sunny outside helps employees work better.

1353
01:36:33,788 --> 01:36:39,336
A kind, generous,
and gracious work environment.

1354
01:36:39,878 --> 01:36:42,422
This is kind of what I wanted...

1355
01:36:43,673 --> 01:36:45,800
Oh, the lights have been turned off.

1356
01:36:45,884 --> 01:36:48,470
That means it's lunchtime.

1357
01:36:48,553 --> 01:36:50,263
Rigatoni with tomato sauce,

1358
01:36:50,347 --> 01:36:51,973
my great passion.

1359
01:37:11,284 --> 01:37:13,495
And eventually, after a certain point,

1360
01:37:14,162 --> 01:37:18,833
Brunello started to feel a growing
and pressing need for financial growth.

1361
01:37:18,917 --> 01:37:23,797
I started seriously considering
listing the company on the market.

1362
01:37:23,880 --> 01:37:28,635
I tend to be a pessimist
so I wasn't entirely comfortable with it,

1363
01:37:28,718 --> 01:37:31,555
because it felt like a giant leap
into the unknown.

1364
01:37:32,138 --> 01:37:35,976
Procedure requires meeting the investors

1365
01:37:36,059 --> 01:37:40,397
just a few days before going public.

1366
01:37:41,022 --> 01:37:44,067
I spoke to the banks
and told them I had an idea.

1367
01:37:44,150 --> 01:37:45,777
He invited them to our home.

1368
01:37:45,860 --> 01:37:49,948
He welcomed the bankers into their home,
and served them bread and oil.

1369
01:37:50,031 --> 01:37:53,493
They took the bankers around
to visit the neighborhood and the company,

1370
01:37:53,577 --> 01:37:55,287
then my mom cooked dinner for everyone.

1371
01:37:55,370 --> 01:37:58,957
By the end of their visit,
they were basically like relatives to me.

1372
01:37:59,040 --> 01:38:01,167
The first day at 9:30,

1373
01:38:01,251 --> 01:38:03,044
trading began.

1374
01:38:03,128 --> 01:38:08,258
He asked the congregation to pray for
the successful outcome of this new endeavor.

1375
01:38:08,341 --> 01:38:10,468
I went on-stage to speak.

1376
01:38:10,552 --> 01:38:12,304
If you're after a business

1377
01:38:12,387 --> 01:38:16,016
that profits at the expense of humanity,

1378
01:38:16,099 --> 01:38:18,602
then this is not the company
you should invest in.

1379
01:38:19,102 --> 01:38:22,355
It truly stood out
because the speech he gave focused far more

1380
01:38:22,439 --> 01:38:25,609
on the humanistic side
rather than the financial one.

1381
01:38:25,692 --> 01:38:28,987
"We are now public,
we'll make tons of money, you'll all get rich..."

1382
01:38:29,070 --> 01:38:30,196
Nothing like that.

1383
01:38:36,286 --> 01:38:38,913
On the first day, we grew by 50%.

1384
01:38:40,415 --> 01:38:42,709
It was a massive success.

1385
01:38:42,792 --> 01:38:46,296
And actually, he attributed
that success to our prayers,

1386
01:38:46,379 --> 01:38:49,633
but it was really because of the high quality
of the product.

1387
01:38:49,716 --> 01:38:53,595
Since then, the company has paid dividends

1388
01:38:53,678 --> 01:38:55,472
to our foundation,

1389
01:38:55,555 --> 01:38:58,808
which allocates them to projects for humanity.

1390
01:38:58,892 --> 01:39:01,645
That is the only thing he uses the money for.

1391
01:39:01,728 --> 01:39:05,106
In Malawi, he built a hospital,
monuments, and gardens.

1392
01:39:05,190 --> 01:39:09,194
We restored our Etruscan arch in Perugia

1393
01:39:09,277 --> 01:39:11,988
which is 2250 years old.

1394
01:39:12,906 --> 01:39:17,243
Another fine renovation was
Perugia's Morlacchi Theater

1395
01:39:17,327 --> 01:39:18,828
from the late 18th century.

1396
01:39:18,912 --> 01:39:21,915
And last year we finished work
on the Perugia Cathedral.

1397
01:39:21,998 --> 01:39:26,753
A magnificent construction
from the 15th century, truly special.

1398
01:39:32,634 --> 01:39:33,927
I told my dad:

1399
01:39:34,010 --> 01:39:37,722
"Dad, I bought an airplane."

1400
01:39:38,264 --> 01:39:39,849
"What do you mean?"

1401
01:39:40,642 --> 01:39:43,144
I took him to see it and he said:

1402
01:39:43,812 --> 01:39:45,230
"Watch out...

1403
01:39:45,313 --> 01:39:47,774
debts work on Sundays too."

1404
01:39:48,525 --> 01:39:50,777
He was a witty man

1405
01:39:51,319 --> 01:39:53,488
who loved loyalty.

1406
01:41:12,609 --> 01:41:16,946
These animals give us a material
unlike any other in the world.

1407
01:41:18,323 --> 01:41:21,826
The temperature needs to drop to minus 45

1408
01:41:21,910 --> 01:41:24,788
for the goats to produce this undercoat...

1409
01:41:25,622 --> 01:41:27,457
that's beautiful and soft.

1410
01:41:48,561 --> 01:41:50,814
They seem to be sleeping, they're serene.

1411
01:41:53,399 --> 01:41:54,943
It's an ancient ritual.

1412
01:41:55,985 --> 01:41:58,613
It reminds me of when, in the countryside,

1413
01:41:58,696 --> 01:42:01,616
we used to comb rabbits.

1414
01:42:01,699 --> 01:42:03,409
It's the same sort of ritual.

1415
01:42:03,493 --> 01:42:05,912
Freshly combed, they were just as beautiful.

1416
01:42:05,995 --> 01:42:07,664
White, clean.

1417
01:42:08,957 --> 01:42:11,835
A little creature like this can produce,

1418
01:42:11,918 --> 01:42:15,588
at most, 200 to 300 grams
of beautiful cashmere a year.

1419
01:42:17,423 --> 01:42:18,758
What does that mean?

1420
01:42:18,842 --> 01:42:22,262
That to make a pullover,
you need two goats a year.

1421
01:42:25,181 --> 01:42:29,477
I wonder how,
in one of the driest places on earth,

1422
01:42:29,561 --> 01:42:31,604
like the Gobi Desert,

1423
01:42:31,688 --> 01:42:33,773
animals can survive

1424
01:42:34,315 --> 01:42:37,068
and produce something so incredibly...

1425
01:42:38,027 --> 01:42:39,529
soft and unique.

1426
01:42:41,823 --> 01:42:43,825
This is really the law of nature, isn't it?

1427
01:42:59,549 --> 01:43:01,134
For over 1000 years,

1428
01:43:01,217 --> 01:43:02,802
everything's been the same.

1429
01:43:02,886 --> 01:43:04,053
Nothing has changed.

1430
01:43:04,596 --> 01:43:06,097
Not the landscape,

1431
01:43:06,180 --> 01:43:08,474
not the way they are combed.

1432
01:43:08,892 --> 01:43:13,521
Not even the way the shepherds talk to them.

1433
01:45:02,088 --> 01:45:03,965
Back to square one.

1434
01:45:04,882 --> 01:45:07,593
I'd start from the beginning: color.

1435
01:45:07,677 --> 01:45:10,138
Let's start with the jackets.

1436
01:45:10,722 --> 01:45:11,681
Go.

1437
01:45:11,764 --> 01:45:14,475
We need to be good at preserving our identity.

1438
01:45:14,559 --> 01:45:15,852
A pocket square.

1439
01:45:15,935 --> 01:45:18,813
We tested the look of these
with our cashmere already.

1440
01:45:19,313 --> 01:45:21,399
Brushed, beige and gray inside.

1441
01:45:21,482 --> 01:45:25,570
He continues to be involved in every aspect
of designing our collections.

1442
01:45:27,530 --> 01:45:30,616
With a splash of color underneath...

1443
01:45:32,243 --> 01:45:35,455
He is very involved... maybe even too much!

1444
01:45:35,538 --> 01:45:38,624
This so-called quiet luxury.

1445
01:45:39,125 --> 01:45:40,209
Too much.

1446
01:45:40,835 --> 01:45:43,671
He tries on the jackets
and checks the pilling by hand.

1447
01:45:43,755 --> 01:45:47,008
He puts on the pants to see
if they might pinch at the knees.

1448
01:45:47,091 --> 01:45:49,177
Look at how good they look.

1449
01:45:49,260 --> 01:45:51,179
Two hundred and fifty grams.

1450
01:45:51,262 --> 01:45:56,476
He believes elegance can also mean wearing
a double-breasted jacket, tie, and ripped jeans.

1451
01:45:56,559 --> 01:45:59,312
Jeans should always be paired with a tie.

1452
01:46:00,063 --> 01:46:01,189
Lovely!

1453
01:46:01,272 --> 01:46:03,316
Because it gives you a clear identity.

1454
01:46:04,025 --> 01:46:05,860
You think you've thought of everything,

1455
01:46:05,943 --> 01:46:09,030
then he'll come by and say something
that makes you go:

1456
01:46:09,113 --> 01:46:10,615
"Why didn't I think of that?"

1457
01:46:10,698 --> 01:46:12,116
Less turquoise.

1458
01:46:12,200 --> 01:46:14,535
Tone down this peacock tone.

1459
01:46:14,619 --> 01:46:17,872
In the early years, he preferred
to use bright and vivid colors.

1460
01:46:17,955 --> 01:46:21,626
But with beige and gray, they become muted.

1461
01:46:21,709 --> 01:46:25,963
But nowadays, our collections are known
for their use of neutral colors.

1462
01:46:26,047 --> 01:46:29,634
- Raise your hand if you like colors.
- We love colors.

1463
01:46:29,717 --> 01:46:30,802
We're doomed.

1464
01:46:30,885 --> 01:46:33,179
Green cannot be used at all,

1465
01:46:33,262 --> 01:46:35,389
or at least, it can't be called "green."

1466
01:46:35,473 --> 01:46:38,351
- You want to convince me about green?
- Of course.

1467
01:46:38,851 --> 01:46:43,106
We try to use other names instead,
like "American khaki"

1468
01:46:43,189 --> 01:46:45,691
or "gray with a hint of sage."

1469
01:46:53,908 --> 01:46:57,578
In the end, it has a strong shape

1470
01:46:57,662 --> 01:46:59,163
and holds its form...

1471
01:47:07,421 --> 01:47:09,924
This is my thinking spot.

1472
01:47:10,007 --> 01:47:13,719
I made the most important decisions
of my life here.

1473
01:47:14,929 --> 01:47:18,182
Here, in early January 2020,

1474
01:47:19,058 --> 01:47:23,646
I got a call from our Chinese president,
Michael.

1475
01:47:24,230 --> 01:47:28,609
"Brunello, something's happening
that really concerns me.

1476
01:47:28,693 --> 01:47:31,654
There's talk about some strange illness."

1477
01:47:37,368 --> 01:47:40,204
The pandemic brought many sleepless nights.

1478
01:47:41,455 --> 01:47:43,666
There was pain and fear.

1479
01:47:45,585 --> 01:47:49,380
But on every March 15th,
swallows arrive in Solomeo.

1480
01:47:54,218 --> 01:47:56,554
And on March 15, 2020,

1481
01:47:56,637 --> 01:48:00,975
I looked out and saw
the first four or five swallows.

1482
01:48:02,602 --> 01:48:04,937
And I made a major decision

1483
01:48:05,021 --> 01:48:08,024
that could've cost us everything,
even the company.

1484
01:48:10,860 --> 01:48:13,571
I held an international call

1485
01:48:13,654 --> 01:48:16,490
with everyone who works with us,

1486
01:48:16,574 --> 01:48:18,159
about 9000 people.

1487
01:48:20,828 --> 01:48:23,915
And with a touch of pathos, I said...

1488
01:48:25,041 --> 01:48:27,793
that we wouldn't lay anyone off for two years,

1489
01:48:27,877 --> 01:48:31,214
and would guarantee the same salary
as the previous year,

1490
01:48:31,923 --> 01:48:34,091
and wouldn't ask anyone for discounts.

1491
01:48:36,594 --> 01:48:40,431
The pandemic has taught us
some valuable lessons.

1492
01:48:40,514 --> 01:48:43,309
First of all, it has shown us

1493
01:48:43,392 --> 01:48:45,519
to not turn our backs on poverty.

1494
01:48:46,062 --> 01:48:49,774
Eventually, we started to recover
from the impact of COVID.

1495
01:48:49,857 --> 01:48:52,777
But for many months,
the economy, society, and people

1496
01:48:52,860 --> 01:48:55,238
had been heavily impacted and suffered greatly.

1497
01:48:55,321 --> 01:48:57,990
So there was a longing for the future.

1498
01:48:58,950 --> 01:49:03,204
And in many ways, Cucinelli represented
and gave voice to that longing.

1499
01:49:03,287 --> 01:49:05,623
Prime Minister Draghi called me:

1500
01:49:05,706 --> 01:49:08,709
"Would you come to the G20

1501
01:49:08,793 --> 01:49:12,755
to share your insights
about humanistic capitalism

1502
01:49:12,838 --> 01:49:14,715
and human sustainability?"

1503
01:49:24,934 --> 01:49:28,771
"Esteemed temporary guardians of Creation...

1504
01:49:34,652 --> 01:49:36,988
I am honored to be here among you,

1505
01:49:37,071 --> 01:49:41,409
distinguished leaders of our wonderful Earth.

1506
01:49:47,290 --> 01:49:49,083
With some emotion,

1507
01:49:49,709 --> 01:49:52,878
I wish to share my idea with you."

1508
01:49:52,962 --> 01:49:54,088
It's interesting to me

1509
01:49:54,171 --> 01:49:58,217
because when he knows
he has to address a large audience,

1510
01:49:58,301 --> 01:50:02,263
paradoxically, he finds clarity in his solitude.

1511
01:50:02,346 --> 01:50:05,683
"My idea of human sustainability."

1512
01:50:05,766 --> 01:50:08,561
He'll practice and rehearse
the speech over and over,

1513
01:50:08,644 --> 01:50:10,479
just like an actor would rehearse a scene.

1514
01:50:10,563 --> 01:50:13,774
"That's what I mean by humanistic capitalism."

1515
01:50:14,525 --> 01:50:16,485
"By humanistic capitalism."

1516
01:50:21,282 --> 01:50:25,119
<i>The G20, under Italy's presidency,
begins today in Rome.</i>

1517
01:50:32,710 --> 01:50:37,381
That G20 summit was filled
with an atmosphere of hope and optimism.

1518
01:50:37,465 --> 01:50:40,217
There was a shared desire to bounce back.

1519
01:50:40,301 --> 01:50:44,263
At the table with all of the world leaders,
I gave him the floor to speak,

1520
01:50:44,347 --> 01:50:46,432
just like we had planned to do.

1521
01:50:46,515 --> 01:50:48,642
Ten seconds before, I said:

1522
01:50:48,726 --> 01:50:52,938
"Saint Augustine,
help me to find the right words."

1523
01:50:53,022 --> 01:50:55,691
I'd been preparing that speech for a month...

1524
01:50:58,194 --> 01:51:00,529
I'm honored to be here among you,

1525
01:51:01,614 --> 01:51:03,783
the distinguished rulers

1526
01:51:04,533 --> 01:51:06,786
of our wonderful Earth.

1527
01:51:07,495 --> 01:51:11,207
You are the temporary guardians of Creation.

1528
01:51:12,083 --> 01:51:16,670
You are the keepers of the world's beauty.

1529
01:51:17,546 --> 01:51:19,673
On behalf of all humanity,

1530
01:51:19,757 --> 01:51:22,385
show us the way forward.

1531
01:51:24,178 --> 01:51:27,807
The first was Boris Johnson,
who said: "Nice speech."

1532
01:51:27,890 --> 01:51:29,975
Then Mr. Macron said to me:

1533
01:51:31,560 --> 01:51:35,439
It was a beautiful speech
because Cucinelli put humanity

1534
01:51:35,523 --> 01:51:36,941
at the heart of his narrative.

1535
01:51:56,502 --> 01:51:57,628
Pythagoras.

1536
01:51:58,587 --> 01:52:02,508
He puts them in his home, the park,
the garden, and the workplace...

1537
01:52:02,591 --> 01:52:05,094
He likes being surrounded by philosophers.

1538
01:52:05,177 --> 01:52:09,056
Plato, Socrates, Seneca, Aristotle.

1539
01:52:09,640 --> 01:52:11,600
Those were the first ones he ordered.

1540
01:52:11,684 --> 01:52:14,311
Then Pythagoras, Epicurus...

1541
01:52:14,395 --> 01:52:16,021
I think I've made all of them by now.

1542
01:52:26,490 --> 01:52:27,533
How nice!

1543
01:52:28,784 --> 01:52:31,787
Look at this part here...

1544
01:52:43,048 --> 01:52:46,135
THE SOUL OF MAN IS IMMORTAL

1545
01:52:53,601 --> 01:52:54,643
Like it, Brunello?

1546
01:52:55,352 --> 01:52:56,854
Beautiful!

1547
01:52:57,438 --> 01:52:58,439
Very beautiful.

1548
01:53:04,570 --> 01:53:08,324
I WILL MAKE AN INVENTION THAT WILL
STAND FOR GREAT THINGS

1549
01:53:21,378 --> 01:53:25,257
Inspired by Marcus Aurelius,
I live as if each day were my last.

1550
01:53:25,341 --> 01:53:29,094
But I plan ahead as if I were to live forever.

1551
01:53:29,178 --> 01:53:31,180
Emperor Hadrian said:

1552
01:53:31,263 --> 01:53:34,225
"I feel responsible for the beauty of the world."

1553
01:53:34,308 --> 01:53:35,684
He never mentions the product.

1554
01:53:36,310 --> 01:53:38,979
What we need is to rediscover grace,

1555
01:53:39,063 --> 01:53:40,314
kindness,

1556
01:53:40,397 --> 01:53:42,233
normality of life.

1557
01:53:42,316 --> 01:53:46,070
Instead, he talks about something
more meaningful and profound.

1558
01:53:46,153 --> 01:53:47,446
People are enthralled by it.

1559
01:53:48,030 --> 01:53:50,616
Brunello once said: "These are my values,

1560
01:53:50,699 --> 01:53:53,327
and I can promise you
that my product is rooted in them."

1561
01:53:59,291 --> 01:54:02,127
Books were my first homeland.

1562
01:54:03,629 --> 01:54:06,340
Books have shown me the path of life.

1563
01:54:08,050 --> 01:54:11,595
"He who builds libraries

1564
01:54:11,679 --> 01:54:15,641
builds granaries for generations to come."

1565
01:54:16,433 --> 01:54:18,686
These words by Hadrian

1566
01:54:18,769 --> 01:54:21,855
inspired me to build

1567
01:54:21,939 --> 01:54:24,024
the Universal Library of Solomeo.

1568
01:54:25,234 --> 01:54:26,318
Open to the world.

1569
01:54:27,027 --> 01:54:30,155
It contains half a million books
from all cultures.

1570
01:54:30,239 --> 01:54:34,118
By building this library,
he essentially created a vast archive

1571
01:54:34,201 --> 01:54:36,829
that holds the collective knowledge
of humanity.

1572
01:54:36,912 --> 01:54:38,330
I love books.

1573
01:54:38,414 --> 01:54:40,666
My granddaughter, Vittoria, says:

1574
01:54:40,749 --> 01:54:44,336
"Grandpa, you build libraries,
but some people burn them."

1575
01:54:44,420 --> 01:54:46,255
"Don't worry, Vittoria.

1576
01:54:47,089 --> 01:54:49,842
There are those who build, those who burn,

1577
01:54:49,925 --> 01:54:51,343
and those who rebuild."

1578
01:54:51,885 --> 01:54:53,178
We are the ones

1579
01:54:53,846 --> 01:54:55,222
who build.

1580
01:55:13,782 --> 01:55:18,245
Cucinelli is not <i>homo faber</i>,
focused solely on profit,

1581
01:55:18,329 --> 01:55:23,334
but <i>homo sapiens</i>,
devoted to shaping his own identity.

1582
01:55:24,627 --> 01:55:27,546
The rector called me and said:

1583
01:55:27,630 --> 01:55:32,009
"We've decided to award you
an honorary degree in philosophy."

1584
01:55:32,092 --> 01:55:35,929
A wonderful thing, since I don't have
a degree and hardly studied.

1585
01:55:43,103 --> 01:55:46,690
I clearly remember seeing his father tearing up
throughout the ceremony,

1586
01:55:46,774 --> 01:55:48,025
from beginning to end.

1587
01:56:10,130 --> 01:56:11,465
In 2021,

1588
01:56:11,924 --> 01:56:15,427
GQ UK named me Designer of the Year.

1589
01:56:15,511 --> 01:56:18,097
My father was waiting for me at home

1590
01:56:18,555 --> 01:56:20,808
with a tuxedo and a blue bow tie

1591
01:56:20,891 --> 01:56:23,352
to take a photo with the award.

1592
01:56:23,435 --> 01:56:26,772
Brunello's greatest joy was witnessing
his father's pride.

1593
01:56:27,398 --> 01:56:31,777
To him, seeing his father proud was almost
like a reward for all of his hard work.

1594
01:56:37,866 --> 01:56:41,662
Brunello works more than me,
more than I ever did.

1595
01:56:44,164 --> 01:56:47,084
He has so many things to think about,

1596
01:56:47,167 --> 01:56:50,045
to take care of tomorrow, for example.

1597
01:56:52,256 --> 01:56:55,426
- So his is a harder life?
- Yes, I think so.

1598
01:56:56,009 --> 01:56:58,470
More stressful, you know?

1599
01:56:58,554 --> 01:57:00,973
It takes a toll on the mind.

1600
01:57:03,267 --> 01:57:05,436
When my father passed away,

1601
01:57:05,519 --> 01:57:08,147
I spent the night alone with him.

1602
01:57:08,230 --> 01:57:09,898
"Where have you gone?

1603
01:57:10,733 --> 01:57:12,484
What are you seeing?

1604
01:57:12,985 --> 01:57:14,403
What have you found?"

1605
01:59:04,930 --> 01:59:07,224
He takes great care of his soul.

1606
01:59:07,307 --> 01:59:09,810
He does it by reading philosophy,

1607
01:59:09,893 --> 01:59:12,688
and also by spending time alone
with his thoughts.

1608
01:59:35,335 --> 01:59:37,421
He doesn't seek glory or triumph.

1609
01:59:38,338 --> 01:59:43,051
The only thing Brunello desires is to create
something that will stand the test of time.

1610
01:59:43,135 --> 01:59:45,512
And I believe he has accomplished that.

1611
01:59:58,442 --> 02:00:01,862
He has created a legacy
that is not just a financial one,

1612
02:00:02,529 --> 02:00:03,697
but a way of life.

1613
02:00:09,953 --> 02:00:13,457
He understands that his role goes beyond that
of a mere businessman.

1614
02:00:13,540 --> 02:00:16,960
He wants to see if, in a world so divided,

1615
02:00:17,044 --> 02:00:19,463
he can leave behind something more than just

1616
02:00:19,546 --> 02:00:21,882
the most beautiful products
that we love to wear.

1617
02:00:35,437 --> 02:00:36,980
I miss the bar.

1618
02:00:38,273 --> 02:00:40,150
I miss my friends.

1619
02:00:41,151 --> 02:00:42,945
I miss the pranks.

1620
02:00:43,445 --> 02:00:44,905
But I'm happy

1621
02:00:44,988 --> 02:00:49,117
to have turned my company into a big family.

1622
02:00:50,160 --> 02:00:51,370
All right.

1623
02:00:51,453 --> 02:00:53,330
- Well?
- Hello!

1624
02:00:56,124 --> 02:00:59,044
A bit tricky to organize but...

1625
02:02:01,398 --> 02:02:02,691
Cheers!

1626
02:02:02,774 --> 02:02:04,484
Cheers!

1627
02:02:08,655 --> 02:02:11,366
I've often thought about my epitaph,

1628
02:02:11,908 --> 02:02:14,494
but if I had to say

1629
02:02:14,578 --> 02:02:17,289
what I want written on my tombstone:

1630
02:02:19,541 --> 02:02:21,460
"He was a good man."

1631
02:02:22,085 --> 02:02:24,629
I'd really like that to be written...

1632
02:02:26,423 --> 02:02:28,842
because when a child,

1633
02:02:28,925 --> 02:02:32,554
grandchild, or a great-grandchild visits,
I'd want them to say:

1634
02:02:32,637 --> 02:02:34,347
"Grandpa, great-grandpa...

1635
02:02:35,057 --> 02:02:38,435
it seems he was a good man

1636
02:02:38,518 --> 02:02:40,020
who loved beauty."

1637
02:02:54,701 --> 02:02:55,702
<i>Scopa</i>!

1638
02:02:56,870 --> 02:02:58,121
Bravo, Brunello.