An even more extreme example is Brunello Cucinelli, a successful Italian luxury brand. The company positions itself as providing outstanding artisanal Italian manufacturing and a culture of “ethical...

An even more extreme example is Brunello Cucinelli, a successful Italian luxury brand. The company positions itself as providing outstanding artisanal Italian manufacturing and a culture of “ethical capitalism.” To support this strategy, the company has focused much of its production at Solomeo, a medieval hamlet in Umbria, Italy. At Solomeo, the company has built what the founder calls a “humanistic factory” where “employees are treated as preciously as the clothes they create.”