Luciano Benetton, co-founder of one of Italy’s most iconic fashion brands, will turn 90 on May 13. His illustrious career spanned fashion, sports (from Formula One to rugby) and business, including a long partnership with the country’s motorway network, Autostrade per l’Italia.
Born in Treviso, Benetton founded the Benetton Group in 1965 with his brothers Gilberto and Carlo and sister Giuliana. The Ponzano Veneto-based group quickly established itself in menswear, womenswear and childrenswear with brands such as United Colors of Benetton, Undercolors of Benetton and Sisley.
The Benetton brand had humble beginnings. Luciano himself drove across northern Italy, delivering brightly coloured jumpers to retailers from Treviso to Cortina. Long before “Made in Italy” became a global trademark, Benetton had already opened a flagship store on Madison Avenue in New York.