ABOUT

A concept tribute concept Ad to Luciano Benetton 1935–

Son of Leone (owner of a car and bike rental business)

Luciano Benetton transformed the small wool sweater firm that he founded with his sister Giuliana in 1965 into a global phenomenon studied by international business scholars.

As with all phenomena that attain a near- mythical status, the Benetton Group has a legend about its founder. According to the story Luciano, after the sudden death of his father, left school at age 14 and worked in a clothing store to support his family. He sold his bicycle in order to buy the company's first knitting machine.

More important for the development of the group than Luciano's bike, however, was the founder's trip to Scotland. Here he became acquainted with a wool-softening process, which allowed manufacturers to knit in off- white yarn. The wool was dyed only at the last stage of production, an innovation that allowed the firm to keep up with ever-changing fashion trends. The bright colours that resulted from this process became the distinctive trademark of Benetton.