At first glance, Solomeo appears to be another picture-perfect sleepy hilltop hamlet in Umbria, Italy. But a closer look reveals that not only is the medieval village home to Brunello Cucinelli and his eponymous global brand that started with cashmere knitwear, it’s also what he calls the “essence” and “heart” of his personal entrepreneurial and spiritual journey.

Understanding Cucinelli’s passion for Solomeo requires knowing his long history in the area. “There are countless moments that make this place so important in my life,” he tells GRAZIA USA. “I grew up in this region, as the son of a farmer.