Alessandro Benetton on 'revamping' the clothing brand The clothing company Benetton is inviting unemployed 18-30 year olds to submit ideas that will change their communities, with the 100 winners getting 5,000 euros each. Speaking to the Today programme, the chairman of the company, said that in the roots of the brand they have some key elements that "if we are able to bring back to the consumer we have a chance to revamp this brand."