Page 69 - Vogue - India (January 2020)

THE YELLOW SWEATER

THAT STARTED IT ALL

Today, Benetton may be renowned for its use of daring prints in the bold, bright primary
colours of yellow, red, blue and green. But even as the Group continues to set new standards

in the fashion industry, it’s worth taking a look back at its humble beginnings

The principle of everything is a yellow they borrow the remaining amount from family home. It is titled Très Jolie, which is
knit stitch. their relatives and friends. This machine French for ‘very cute’, and is composed of
It’s the mid ’50s. Giuliana Benetton knits a is the minimum requirement to set up a 20 round-necked sweaters, turtlenecks and
yellow wool sweater for her brother Luciano. small family business, in which Giuliana V-necks in bright colours that include yellow,
Today, it may seem trivial, but at the time, will function as dressmaker and Luciano blue and green.
most young people donned sweaters in as salesman. In the following four months, the
either dark or neutral shades. It doesn’t The first collection is sold in a shop that Benettons sell 20 sweaters each week
take long for Luciano to realise that this is within walking distance of the Benetton and, with the proceeds, are able to repay
bright colour catches the attention of his the debts incurred by them to buy the
classmates. Something in his head clicks. knitting machine. And the rest, as they
Brother and sister, who are 20 and 18 say, is history….
respectively, then sell an accordion and a
bicycle to buy a knitting machine, priced at For more information, visit Benettongroup.com
300,000 Italian lire. To make up the deficit, @benetton_india