Benetton

Benetton Group is a global fashion brand based in Ponzano Veneto, Italy, founded in 1965.

Benetton Group has a network of about 5,000 stores worldwide.

In 1965, the Benetton opened their first store in Belluno, in the Veneto region of northern Italy, and three years later, in Paris. The company’s core business consists of clothing brands United Colors of Benetton and Sisley.

Benetton is known for its sports sponsorships, and for its “United Colors” advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide. In 1984, Toscani photographed the first multiracial ad for the brand.

United Colors of Benetton is a leader in knitwear and Italian-style casualwear. Founded as a colorful and fun knitwear brand, it has always been endowed with an inclusive spirit, creating products for the entire family while always paying attention to the new generations.

As a matter of fact, Green B represents the sustainable identity of Benetton Group and its people. The logo chosen is a bee, graphically elaborated using our iconic knit. The symbol of contribution that everyone can give within a beehive, that grows and expands just like our commitment to sustainability.