Benetton: this is how four fatherless brothers created the colorful and million-dollar brand. Orphaned by his father at the age of 9, Luciano Benetton (88) had to pitch in to help at home.
One of his jobs was as a tailor's assistant in a small shop in Treviso. The great secret of the empire was color. They created a range of 36 chromatic variations that dazzled the world. In 1982 the company would make history by hiring photographer Oliviero Toscani to be in charge of advertising campaigns.