A new knitwear concept that pays homage to the location where United Colors of Benetton got its start in 1965: a tribute to the first pullover product that takes up “in house” knit, made entirely in Italy, thanks to the relocation of 36 knitting machines at the Treviso headquarters
Smooth, seamless, figure-hugging lines for a perfect fit, meticulous attention to detail, top quality yarns (90% merino and 10% cashmere) and a range of pure, versatile colors – a must-have basic piece to wear every day and everywhere. It’s the TV31100 by Benetton, the global fashion brand founded in Treviso by the Benetton family, that has just brought the production of its sweater back home, in a 1,500-square-meter area in Castrette.
Benetton, back to the roots
TV31100: the sweater bears the name of the postal code of the place where Benetton was founded in 1965: back to the roots, where everything began. “This is more than just your usual pullover”, says the company in a statement: “it’s a declaration of love for the brand’s heritage, Italian style, and technological innovation. The company has decided to pay homage to its very first pullover, and has reallocated 36 knitting machines at its Treviso headquarters to manufacture a totally Made in Italy product”.
The idea was to create something that not only celebrates the brand’s history, but revives also an important connection with its home territory. The move is part of the “Reshoring Project” promoted by the Italian Fashion System in collaboration with the Ministry of Economic Development and PriceWaterhouseCoopers.
An advanced skills center for knitwear
Not only is the TV31100 the sum of Benetton’s signature values of quality, comfort and color, but it is manufactured with the revolutionary Whole Garment Technology, a knitting technique that eliminates yarn wastage and has a reduced environmental impact.
The new weaving department — 50 jobs between direct and related, mostly the result of staff retraining — is the first and most important reshoring project initiated by an Italian company in the textile-clothing sector and yet just the tip of the iceberg, as Benetton Group President Francesco Gori explained: the goal is to create an advanced skills center for knitwear, because this is not only a production relocation project, it is mostly about knowledge and know-how. Italian, of course.