Amidst the economic crisis, when many Italian companies faced insurmountable difficulties, one courageous business decided not to give up.
We are talking about Giorgio S.r.l., the company that turned a period of deep uncertainty into an extraordinary opportunity for rebirth, giving life to F**K, a brand that embodies boldness, innovation, and resilience.
It was 2011, and the beachwear market was in crisis. Growth prospects were minimal, and the risk of closure seemed inevitable.
The Turning Point
During a crucial meeting just days before Christmas, Francesco Giorgio, leading the company, refused to surrender to difficulties. Instead of closing, he launched a new beachwear project aimed at revolutionizing the industry.
Within just two weeks, the Giorgio S.r.l. team developed a brand-new collection. The next challenge was to find a name that captured this new beginning. They chose a bold and immediate logo: F**K, a name that radiated strength, courage, and a clear message: "Never give up". The logo, with its bright yellow on a camouflage background, embodied the brand’s fighting spirit.
The Debut and Rise
In September 2012, during White Milano, F**K made its debut and was an instant success. Born in a time of crisis, the brand quickly became a symbol of resilience and continuous growth.
Since then, the brand has expanded its collections for women, men, and juniors, strengthening its international presence and building a solid distribution network.
The Heart of Success
Today, F**K is a leading name in beachwear, with a Made in Italy design created in Puglia. Here, a skilled team—mainly composed of young professionals—works to craft garments that blend creativity, quality, and innovation while maintaining an excellent quality-price ratio.
With 30 retail stores and an industry employing around 500 people, the brand stands out in a market dominated by standardization, proving that success and quality can go hand in hand.
A Shared Dream
The story of F**K is the story of a team united by passion, determination, and a shared vision. Every team member’s contribution has been crucial in overcoming challenges and driving the brand forward.
Francesco Giorgio has always believed that the true strength of the company lies in the synergy between people, mutual support, and collective effort.
In a world that rewards speed and conformity, F**K proves that success comes to those who have the courage to persevere and never give up.
Thank You
Every purchase, every show of support, pushes us to improve, innovate, and grow. Thank you for being part of our family, for believing in us and our products.
Together, we will continue writing this extraordinary story.