In the 1960s, entrepreneurial intuition was set to change the Benetton business forever.
Until then, colored sweaters were created directly from colored yarns. This meant that, if a color had a below-expectations performance in a given season, the Benettons had to deal with entire boxes of unsold sweaters in their warehouse.
Returning from a trip to Scotland, where he studied ancient methods of wool processing, Luciano Benetton had an idea. He called Ado Montana, a peer who came from a family of dyers, and asked him if it were possible to dye the sweaters after - and not before - having them made.
The two spent months in a basement experimenting with wool and dyes. One night, a sweater without defects finally emerged from the dyeing tank. For Benetton, producing raw yarn knits and coloring them afterwards according to orders immediately translated into a huge commercial advantage.
It was the origin of "dyed fabric", which in the following decades would be adopted by the largest clothing companies in the world.