This isn’t a typical Field Note, nor a typical article for me at all—it’s a personal anecdote, which I generally avoid here. I’m making an exception in this case because I find the story I’m about to tell to be amusing, at least in retrospect.

As background, you should know that my hat size is rather large, and it can be difficult for me to find headwear that fits me well, especially outside the US. You can therefore imagine my surprise and delight when I discovered last year that Brunello Cucinelli offered their Cashmere English Rib Knit Beanie (US price: $680; EU price: 450 €) not just in XL or 2XL but all the way up to 3XL. What would I possibly do with all that room? The prospect was beyond enticing.

I wrote to Cucinelli’s WhatsApp-based customer service to see if they could ensure I could try on one while I was on vacation in Paris. What follows is a transcript of my conversation with them, lightly edited for clarity.

As the transcript begins, I’ve reached out on WhatsApp to ask if they have the beanie in the color I’m interested in and if the store will hold it for me until I arrive. Due to time zone differences, this chat took place over the span of three days.

Cucinelli: I can check the availability of the requested items in store, if you wish. In case they are available, I can ask the staff to put them aside for you.

Me: Thank you, that would be perfect.

Cucinelli: We can locate a size XL in the requested colors. Kindly note that the size XL has the same measurements with respect to size 3XL, in terms of length.

[How can two of the same item, two sizes apart, have the same measurements?]

Cucinelli: If you could kindly share your name and surname, I'll be pleased to inform the staff of the Boutique about your visit there.

Cucinelli: Please let me know how you wish to proceed.

Me: What is the difference between XL and 3XL? I assume it is larger in circumference which is what I want.

[Maybe they’re the same vertical length? But they have to be different in width, right?]

Cucinelli: Given that the beanie is made of knit (stretch material), we would like to let you know that the width is the same for size XL, 2XL and 3XL and it corresponds to 26 cm.

Me: Thank you. However, I don’t understand—if the length and width are the same, what is the difference between XL, 2XL, and 3XL?

Cucinelli: The measurements for these sizes are the same.

Me: I’m sorry… I’m really trying to understand here. You offer XL, 2XL, and 3XL versions of the same hat. Are you saying the three sizes are identical?

Cucinelli: While we are sorry if the information concerning the beanie are not clear enough, we would like to confirm you that the measurements are the same for the above mentioned sizes, due to the characteristics of the material.

This was where I gave up.

Perhaps I should have known better. After discovering the beanie online, but prior to contacting their customer service chat line, I had been at a department store here in the US with a dedicated Brunello Cucinelli boutique. I walked into the boutique, the only customer there, and the lone salesperson, occupied with their smartphone, made no effort to greet me or interact in any way. When I finally got their attention, and asked about their men’s headwear, it was clear that after a few minutes’ research, I knew more about that aspect of their product line than they did. With apologies to Oscar Wilde:¹

I can’t review the Cashmere English Rib Knit Beanie because I never did try it on—based on my two interactions with Brunello Cucinelli representatives, visiting their store seemed unlikely to be a productive use of my vacation time. If by some chance you’re reading this and are familiar with their headwear, I’d love to hear from you in the comments.

I don’t know that there’s a point to be made here about Brunello Cucinelli. Oscar Wilde notwithstanding, I’m not anxious to make inferences about an entire business based on such limited data. I assume they operate attractive boutiques and have some excellent employees.

But there’s a larger point to be made here, and it’s about the importance of every single customer interaction, especially in the luxury space. Luxury customers have every right to expect top-tier service. If not, then what is the point of the maison? And luxury customers can, should, and will take their business elsewhere. In fact, I would argue that we must do so, if service is to improve.

We do not accept consideration of any kind in exchange for product or service reviews. Not that Brunello Cucinelli would ever offer such a thing after reading this.