Starting with a bicycle, his sister’s knitting, and additional help from his two brothers, Luciano Benetton built one of the world’s most successful clothing companies. In this interview, the dominant personality behind the Benetton brand recounts his early years, his activities on the political and social landscape, and the innovative ways in which his company has communicated its image. Benetton’s involvement with the World Food Organization and his support of La Fabbrica—a creative workshop and community established to support the arts—form a clear picture of his perspective on the role of the corporation in an increasingly uncertain world. (42 minutes)