benetton

Founded in 1965 in Ponzano Veneto, Italy, by the Benetton siblings, United Colors of Benetton revolutionized the high street with a radical proposition: industrial knitwear that was vibrant, democratic, and socially conscious. Originally defined by its innovative garment-dyeing technique—which allowed wool to be dyed after knitting for a softer hand and richer palette—the brand became a global phenomenon in the 1980s and 90s. Its identity is inextricably linked to the provocative, boundary-breaking campaigns of Oliviero Toscani, which bypassed product shots to address race, AIDS, and war, cementing the brand as a cultural agitator.

See more