Identity Knitwear Color Benetton
artists of color

The first thing that comes to mind when you speak about Benetton is color, a universal synonym for optimism, diversity, creativity. Nowadays our creative mojo for making products extracts from over fifty shades for knitwear alone, with a mix of colorful designs and patterns.

a yellow splash in innovation

In the Seventies, Luciano Benetton realized that the market had little more to offer than neutral tones for sweaters. Alongside his sister Giuliana, he set out to make them more cheerful and informal: a splash of yellow gave way to the first colorful sweater, a revolutionary garment for women and men all over the world.


Some years later, Luciano Benetton had yet another insight: there was no need for colored wool to get colorful sweaters, all you needed was to produce neutral tones and then color them afterwards. “Garment dye” made Benetton a global pioneer in the field of knitwear and color.


Our current commitment of innovating color takes a step forward with a sweater line made from 100% all natural pigments.

an explosion of creativity

Color isn’t the only feature our clothing has to offer. It’s our philosophy that guides us in everything that we do: from art to creativity, from sponsorship to design, a day doesn’t go by that we have yellow, red, blue and other infinite combos on our minds.


The Salone del Mobile 2016 saw us celebrate Rose Quartz and Serenity, the color blend chosen as Pantone Color of the Year 2016, with a special display set up by Fabrica at our store in Duomo Square, Milan.


Benetton is the presenting sponsor of the 2016 Italian tour of Color Run, a global, non-competitive run dedicated to color. On the starting line, participants wear a white t-shirt and at every kilometer mark they get ambushed by colored powder compost made from 100% natural products.



discover your true color

Wheel United Colors of Benetton
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