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Cruna was born from a need — and shaped by the journey that followed.
When Alessandro Fasolo and Tommaso Pinotti couldn’t find the right pair of trousers — casual yet refined, high-quality yet easy to wear — they decided to make their own.
What began as a simple idea soon turned into a brand rooted in Italian craftsmanship and quite luxury: garments made with care, offered at a fair and honest price.
In this Brand Talks interview, Alessandro reflects on how different paths and a shared vision gave life to the brand, the balance between aesthetic and practicality, and the lessons learned from embracing the unpredictable nature of the entrepreneurial journey.
Could you tell something about your background, and what lead you to founding Cruna?
As a young man, I dreamed of designing bridges and skyscrapers. I studied engineering, and I’ve always been drawn to clean design – the understated elegance of Renzo Piano, the international approach of Mies van der Rohe and his “less is more” philosophy. That essential, refined style has stayed with me over the years, and it still shapes the way I think about Cruna today.
During the final stretch of university, I spent some time studying in the U.S., at UCSD in San Diego. Almost by chance, I ended up attending a few MBA classes there. It was a turning point: I realized I was far more fascinated by business strategy, vision, and management than by structural engineering, which had been my area of focus.
When I returned to Italy, I decided to dive deeper into the world of business. I started working in management consulting while also pursuing an executive MBA at Bocconi. I spent nearly a decade in that field, often working alongside entrepreneurs – including some in the fashion industry. That’s when my interest in this world really began to grow.
At the same time, I had a long-standing friendship with Tommaso, my business partner, who had always been passionate about fashion – partly due to his family background, since his father worked as a sales agent in the industry. Still, he had never wanted to join the family business. At a certain point, we asked ourselves: “Why don’t we try to build something of our own?” We wanted to create a business that would bring us satisfaction, freedom, and the chance to organize things our own way.
In the beginning, beyond the entrepreneurial drive, there was also a practical need: we realized there wasn’t a men’s trouser on the market that really fit what we were looking for – something casual yet well made, crafted from quality fabrics, not too traditional in cut, and authentically made in Italy. That’s where it all started – with that specific product, a bit of ambition, and a good dose of courage.
Tommaso left his job to focus entirely on Cruna, while I kept working in consulting for a while. Cruna became my evening and weekend job, until the day I decided to give it my full attention.
From my background – first in engineering, then in economics – I try to bring a sense of structure, balance, and beauty to the company. Tommaso, on the other hand, takes care of the commercial side. Our approach is very market-driven: many of the ideas that make their way into our collections are born from direct feedback and conversations with our customers, and we shape them together with our product development team.
Besides your role at Cruna, what are your main passions and how do they influence your job in the brand?
Starting Cruna was a decision that led me to discover a new kind of balance – a more intense way of living, where the mind never really switches off. Running a business means facing new challenges every day, keeping ideas constantly in motion, and continually feeding that process. In this sense, I really identify with the words of Marcus Aurelius, and with Stoicism more broadly: the idea that the quality of our thoughts deeply influences the quality of our mind. “The soul becomes dyed with the color of your thoughts,” he said, and that’s a phrase I truly believe in.
That’s why it’s essential for me to feed my curiosity – with books, podcasts, conversations, experiences. Reading, in particular, is an important source of growth and inspiration. I also come from a fairly intense athletic background: I was a competitive swimmer for many years, and sport left a lasting mark on me. It taught me discipline, consistency, determination, the ability to set goals – and, even though it was an individual sport, the importance of teamwork. These are all values I try to bring into the company today.
And then there’s nature. I love the mountains in every season. For me, they represent a moment of balance and reflection. Whether I’m with family, friends, or on my own, being in nature and in silence helps me reconnect with a more introspective side of myself – it gives me space to truly listen inward. That too, I believe, is important in a company that works in fashion: those are the moments when thoughts take shape, when visions and ideas for the coming seasons begin to mature.
What does the name “Cruna” mean, and how does it represent your corporate philosophy?
The name “Cruna” naturally evokes the eye of a needle [Cruna means indeed “Eye of the needle” in Italian] – for us, it’s a symbol of craftsmanship, care, dedication, and the ability to create well-made things. It brings to mind the idea of something handmade, crafted with attention and precision. From the very beginning, one of our guiding principles has been just that: quality and craftsmanship.
We were looking for an Italian name that was short, direct, but not obvious. We liked “Cruna” for exactly that reason: it has a strong sound, it’s easy to remember, yet it’s not a common word. It carries a certain sophistication, but remains accessible. And most importantly, it has a powerful symbolism, which we’ve also been able to express visually and integrate into our garments.
In fact, every one of our pieces features an embroidered eyelet as a small signature detail. And as we’ve expanded into womenswear, we’ve started to play with logos, graphics, textures, and structures that echo that concept. It’s an element that stays with us, and one we want to continue evolving as the brand grows.
How did you switch from offering a single product – the trouser – to a total look?
The idea of starting with trousers came from a personal need, but also from a market insight: we had identified an opportunity in that segment. However, right from the beginning, we realized that in order to truly build a brand – with a defined style, a well-rounded vision, a recognizable culture and set of values – it wouldn’t be enough to focus on a single product.
Trousers were our starting point, but we quickly began to develop complete looks: from knitwear to jackets, overshirts to coats. Season after season, we expanded the collection until we reached a full wardrobe offering.
It was a gradual journey that took around four to five years – time we needed to better define our positioning, understand the market, refine our products, and build a solid production network. Initially, we produced everything in Veneto, but as volumes grew, we had to expand our network: today we also work with manufacturers in Tuscany, Campania, and Puglia – while always maintaining 100% Made in Italy, which remains a fundamental value for us.
What makes Cruna truly unique?
Cruna is the result of a balance between different elements. Style is certainly one of them: informal, clean, but with a touch of sophistication. At the core, there’s always the quality of the materials – refined fabrics, carefully selected – and a level of craftsmanship that draws on the value of Made in Italy, which remains one of our key pillars. Through this, we aim to highlight the manufacturing expertise and know-how of our country, and to share the true quality of our products with an international audience.
Another factor that sets us apart is our price-to-value ratio. In recent years, we’ve seen a sharp rise in prices from more established or luxury brands, often without a corresponding increase in actual product value. Our goal, instead, is to refocus attention on what truly matters: giving each garment the value it deserves. This positioning allows us to be a real, concrete alternative in the landscape of high-quality menswear.
In a sector that is currently going through a complex phase, we believe that a sober and authentic style – aligned with the principles of “less is more” and what’s now often referred to as quiet luxury – is a proposal that works and, fortunately, is being increasingly recognized.
What are your most iconic garments, and what makes them so popular?
Cruna started with pants: in the very beginning, our collection included just 15 pieces – all pants! – so it’s only natural that this garment remains central, especially in our menswear offering.
One of our signature pieces is definitely the Mitte, a carrot-fit trouser designed to capture a key dichotomy for us: elevated casual. It’s essentially a pant with a relaxed, casual silhouette – roomy at the top but not overly loose or traditional. It features an elastic waistband at the back, a drawstring (which you can wear inside or out), and hidden belt loops, making it adaptable for different occasions – whether more laid-back or more polished. We launched it six years ago, and it continues to be one of our bestsellers.
As we evolved toward a total-look offering, the concept of the set-up became fundamental to us, in two main forms: pants with a jacket, or pants with an overshirt. The first is more classic and established, but it’s the second – pairing pants with refined fabrics and an overshirt or field jacket – that’s been especially rewarding. It’s a more contemporary, less saturated proposal that’s opening up new market opportunities for us.
Another element that makes our garments unique is the combination of high-quality materials and functionality. Today, we work with highly advanced technical fabrics – for instance, we use 100% wool that can be machine-washed. So we preserve the value of noble fibers while offering an easy-care, easy-living approach – perfect for a dynamic man who’s always on the move. This blend of aesthetics and practicality is something more and more people are noticing… and it’s really working.
Who’s the target customer of Cruna? What are his values and his lifestyle?
A dynamic, modern, and discerning man – someone who wants to dress in a fresh and versatile way, with a youthful yet sophisticated style. For him, product quality is essential, but comfort also plays a key role.
He’s often moving away from more traditional lines in search of a look that’s more current, more relaxed, more enveloping. And he’s usually open to experimenting, especially when it comes to materials – he’s looking for something new, something intriguing that brings together aesthetics and functionality.
Cruna garments are not characterised by prominent branding or large logos, and are instead an expression of quiet luxury: how do you communicate such a “silent” brand?
It’s a long journey – one built on values, solid product development, and carefully targeted communication. We do this first and foremost through our retail partners, who are essential in helping people discover our products. From there, a whole process of loyalty begins, where the customer starts to try and better understand the brand.
Then we have direct channels, such as online and retail, which allow us to communicate through physical, digital, or hybrid formats.
Another key element is the evolution we’ve undergone in recent years by strengthening our commercial structure with area managers. These internal sales professionals are the first to present our brand and sell to retailers, who then convey and pass on that message to the end customer.
All of this supports a long-term positioning strategy, where sustainability isn’t just environmental – though that matters to us as producers – but also cultural and embedded in our business model. It’s an approach that unfolds and proves its value over time.
Are there any significant moments in the history of the brand that you would like to share with us?
There are many, and they keep accumulating. If I think about our growth, for example, Cruna has grown by an average of 40% per year over the last five years. That means each year has marked an important step forward: opening a new retail location, entering a new market, establishing new strategic partnerships.
There hasn’t been a single “glorious” moment; instead, it’s been a steady path of growth and continuous improvement. Every year, we take stock of where we are with all our team members, sharing our vision and strategy and openly discussing both the highs and the lows. We hope this kind of energy will continue to fuel our growth for a long time to come.
What has been the most valuable lesson you learned from your entrepreneurial journey?
One lesson that really struck me, and that I feel compelled to share, is a speech by Nvidia’s CEO, Jen-Hsun Huang, in which he wishes pain and suffering upon future entrepreneurs and managers – because greatness comes from character, and character is not shaped in brilliant people, but in those who have suffered. I believe that’s truly crucial for any entrepreneur, especially when you’re starting from scratch, with no capital and no strong background in the industry.
In our case, it’s been a constant “learning by doing,” a continuous process of making mistakes, adjusting, and moving forward. I believe that effort, just like success, is not an obstacle but a driving force. Every time you overcome a challenge, it means you’ve grown and are ready to take the next step. It forces you to find new solutions, to develop new ideas – and most importantly, to endure.
What I’d like to tell young people, and it’s one of the lessons I’ve learned and feel strongly about passing on, is that hard work is good for you. It helps you step outside your comfort zone, grow, and broaden your perspective. Mistakes, openness, dedication, and passion are essential ingredients for progress. There’s no perfect recipe, but I believe one of the key ingredients is this: never give up. That’s a cornerstone of entrepreneurial culture. It’s important to be able to build something that, from the start, you can’t fully grasp in all its nuances – and most of all, something whose unpredictability you must learn to embrace.
Is there a book, a movie or a place that influenced your life or the direction of the brand?
There are several things that have had a deep impact on me. First and foremost, Marcus Aurelius has been a great source of inspiration. His book Meditations feels incredibly relevant even today and continues to offer powerful insights. I find that his concepts of discipline, resilience, and mental clarity lie at the core of my personal values. These principles – combined with inner strength and calm – help me face challenges with passion, love, and objectivity.
I also enjoy reading about Italian entrepreneurs, and there are three biographies in particular that left a lasting impression on me: those of Leonardo del Vecchio, Miuccia Prada, and Ennio Doris. Although they each worked in different fields, all three were innovators who followed their own unique path and consistently pushed beyond conventional boundaries. They faced difficult times with courage and determination, and managed to overcome them thanks to their passion and dedication. Their stories have been a tremendous source of inspiration for me.
Ultimately, I believe that Cruna was born from a fusion of visions, values, and a constant quest for inspiration and evolution. Our identity is shaped – and strengthened – through these life stories, which continue to guide us along our path.
