Benetton

The perfume brand "Benetton" is anything but ordinary, forming part of the larger "Benetton Group" within the "Holding Edizione Srl" empire. Established in 1965 by siblings Luciano and Giuliana Benetton, the brand initially focused on men's shirts and colorful knit sweaters, quickly gaining popularity and leading to the creation of its own knitwear factory. Over time, "Benetton" expanded its reach globally, exporting a significant portion of its production by the 1980s and becoming a well-known name in the US and Far East markets. This vibrant brand, offering beautifully designed men's and women's collections under "United Colors of Benetton," also includes "Undercolors of Benetton" for underwear, "Playlife" for casual wear, and "Jean's West" for jeans. Through collaborations with photographer Oliviero Toscani and impactful marketing campaigns addressing societal issues like the Bosnian war and AIDS, "Benetton" has established itself as a socially conscious brand. Alongside its presence in sports sponsorships, the brand publishes a cultural and photo magazine from its communication center established in 1994, embodying the colorful and dynamic essence of "Benetton."