Brunello Cucinelli Is Donating $34 Million of Excess Merchandise to Those Affected by Pandemic

Brunello Cucinelli, the brand synonymous with luxury and cashmere, has decided to give away about $34 million worth of surplus merchandise to those affected by the coronavirus pandemic.

With a new philanthropic initiative, "Project in Support of Mankind," the brand will work with organizations to distribute the clothing. The designer hopes the initiative "raises the dignity of mankind and pays tribute to all those who have taken part in the manufacturing of these garments."

"All this goes to fulfill the greatest 'human sustainability' project we have always believed in and that can be summed up as follows: 'protecting the climate, reducing emissions, safeguarding the earth and wildlife, and taking care of human beings," Cucinelli himself said in a statement.

The packages will contain 40 to 50 pieces of clothing each, and it will be given away in the course of two to three times a year.

The initiative comes after several luxury fashion houses were criticized for burning unsold merchandise once it goes out season. It's an industry cycle Cucinelli hopes to stop, while urging more labels to pursue a similar path.

Brunello Cucinelli is expecting sales to fall 10 percent this year, but is optimistically looking at a recovery in the second half of the year.

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