March 10, 2010

United Colors of Benetton: A Family of Stars

When invited to participate in the 2010 Spring All-Star issue of Uomo Moda, the United Colors of Benetton responded with an enthusiastic phone call about their most recent campaigns and collections. So, brimming with the excitement of their press office, I am pleased to introduce you to Benetton—a family of stars!

The Benetton Group was originally founded in 1965 by three brothers and one sister of the Benetton family, all of whom were born and raised in Treviso, Veneto, of northeastern Italy.

Born of a father who owned a bicycle shop, the four children grew up to establish prominent names in all walks of Italian life, including politics, commerce, society, and sports.

Currently headquarted in Treviso, several members of the subsequent generation have teamed up at times with the founders and wielded together a network of nearly 6,000 stores in 120 countries, producing 150 million garments a year!

Multi-national, multi-cultural, and multi-racial, Benetton advertises on the basis of tolerance, peace, and respect for diversity—hence, the slogan United Colors, which has become the company’s logo and trademark.

In addition to subverting stereotypes and taboos in the promotion of coexistence, Benetton campaigns for human rights and freedom of speech, as well as humanitarian aid.

Quality, style, and passion make up the strong Italian character that permeates Benetton’s brands: the casual United Colors of Benetton, the glamour-oriented Sisley, and the leisure wear brand Playlife.

Benetton—a family of stars for a new generation of stars!

Read all the articles by Francesco in 2010 Spring Uomo Moda:
Uomo Moda ‘10 Spring Edition—the All-Star Issue
Be a Star in Spring 2010: Editorial, Uomo Moda
PUMA: Over 60 Years of Reaching for the Stars
Dolce & Gabbana: 2 Stars in Italian Luxury
Dolce & Gabbana 2010 Spring Collection: “Extreme Beauty”
Benetton's Star Desginer: Vincenzo Scognamiglio
United Colors of Benetton: 2010 Spring/Summer Collection
Tween: a Rising Star
The Tween 2010 Spring Collection: “Modern Masculinity”

Photo Carlo, Gilberto, Giuliana, and Luciano Benetton, Copyright Benetton.

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