In this section, we highlight the vintage shirts you simply must have in your poly-cotton arsenal. Some are hot commodities while others are speculation on a future trend.
Selection: vintage Benetton Rugby Shirt
Info: In 1955, Luciano Benetton, at age 20, realized there was a market for colourful clothing. But without any green in his pants, there was little he could do to set-up shop. His first executive decision was to hawk his little brother’s bicycle, then invest the proceeds in a second-hand knitting machine. After a successful run of sweaters, he decided to include his sister and brothers in the venture, aka “The Benetton Group.” Two weeks later they had over 100 locations around the world. I’m pretty sure his brother has since forgiven him.
HOT: The various incarnations of their famous rugby shirt has been quite a hot commodity on eBay. In the late 1980s these shirts were totally awesome. I even wore one to my first day of high school. Granted, that was only two weeks ago, but it was still a special occasion. I’m not exactly sure what’s driving the trend, maybe something similar to the throwback preppy Lacoste phenomena, or the recent Polo Sport resurgence.
BUY LOW: Despite being in production for so long, strangely, not a lot of vintage Benetton has value. I expect this fact to change sometime soon. No, I’m not suggesting all of their old attire will be worth a fortune; it will be the similar shirts and sweaters which are unmistakably 1980s and branded with an obvious Benetton logo.
View the previous Essential Selection: vintage fantasy art t-shirt.