United Dreams Be Strong Cologne by Benetton, United Dreams Be Strong first hit the shelves in 2014. Benetton was launched in 1965 by siblings Luciano, Giuliana, Gilberto and Carlo in Belluno, Italy. The oldest brother was interested in the growing style of colorful clothing and knitted fashion. He began producing knitted sweaters from the back of his bicycle and gained popularity through the local region. His siblings supported the endeavor and helped establish the first store in 1966. The company thrives today with the production of fashion and fragrances. The first perfumes and colognes were available in 1987. The company has produced over 60 unique scents and sold many throughout the world.