MILAN (AP) — The Benetton fashion group has announced the death of Gilberto Benetton, one of the four founding siblings of the Italian brand known as much for its shock factor ad campaigns as its colorful knitwear. He was 77.

The family announced that he died Monday evening at his home in the northern city of Treviso, where the fashion brand is based. Italian news reports said he had suffered an undisclosed illness.

Gilberto, along with siblings Carlo, Luciano and Giuliana, founded the Benetton knitwear company in 1965, transforming it into a global brand. Over the years, the family became more involved in financial investments through the Edizione holding company, including in Autostrade SpA, which has been under pressure since the collapse of a Genoa highway bridge in August killed 43 people.