In classical Greece one single word was used to signify craftsmanship and art: Technè. This is a very interesting fact, since it highlights the deep-running link that binds art to craftsmanship. Today the Brunello Cucinelli company identifies its truest meaning and aesthetic research in manual work and craftsmanship. These are the most authentic expressions of people’s humanity and creativity, and they are essential to Brunello Cucinelli. A new corporate culture where profit is achieved without demaging anymore and with great humanity; an enterprise that focuses above all on values such as time, the environment, the family. The secret lies in always finding the right measure, in seeing the most advanced technology always as a tool, never as an end, in combining manual work and creativity with contemporary and innovative tools. If one has a clear idea about the above, one can always rest assured to adopt the suitable measure and to use tools only to serve craftsmanship, which has absolute priority.