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Giordana technical bicycle
clothing was started by the owner of Gita Sporting Goods,
Ltd., Giorgio Andretta, in 1980. From the beginning Gita
designed, imported and distributed Giordana apparel, while
at the same time, worked closely with the biggest American
teams and events of the day. The list of partnerships
included Levi's/Raleigh, which evolved into Levi's/Pinarello,
Bud Light, Dia-Compe/Aspen Velo, the US PRO Championships
and numerous others. This involvement with elite athletes
provided invaluable feedback and insured that the clothing
met the needs of American enthusiasts yet retained the
authenticity of true Italian race wear.
In 1985 Andretta partnered with Federico Zacchetto to create
a new manufacturing company, APG srl., in Bonferraro, Italy.
This bold move pushed Giordana further to the forefront of
the cycling apparel industry. Now, in full control of its
destiny, APG and Giordana embraced the new technologies
available in the textile industry to become a leader in
sublimation printing, testing new materials and developing
new products. Giordana was also propelled to the forefront
of the custom apparel side of the market, providing
professional clothing to local and regional clubs.
In the Nineties Giordana expanded its market when it was
selected by the Walt Disney Company to be their exclusive
cycle wear manufacturer. The unique designs and vibrant
printing brought many accolades including an award for
Disney for having the best graphics and designs of all its
licensees. This groundbreaking move created an entirely new
category in cycling apparel that spawned the inevitable
flood of imitators trying to get into the licensing arena.
However, when Warner Brothers decided to enter this market
with their Looney Tunes brand they chose Giordana to bring
their characters to life.
Throughout that decade Giordana was working with teams and
events at the highest level in cycling. The Motorola team,
in its entire existence, never wore anything other than
Giordana technical wear. Other division 1 teams including
Cofidis, Lotto, ONCE and Telekom raced in Giordana apparel.
In the US, teams such as IME, SAAB, Mercury,
Nautilus-Barracuda and Schwinn-Toyota all enjoyed the
benefits of Giordana clothing. US National Champions along
with the winners of the Tour DuPont and Le Tour de France
all donned Giordana jerseys on the winners' podiums.
Into the 21st century Giordana continues to push the
technology envelope, still benefiting from symbiotic
relationships with athletes of all levels. The list of elite
teams and organizations continues to grow each year.
Innovation at Giordana is perpetual. Designs are always
evolving and manufacturing processes are under constant
review. In 2004 APG moved into a new purpose-built facility
that brings all phases of assembly under one roof. This has
contributed greatly to streamlining the manufacturing
process even further. Today, custom orders can be delivered
in as little as 60 days.
Celebrating its 30th anniversary in 2010, the future for
Giordana continues to look as promising as it did in its
first months in 1980.
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