YOU WRITE IT F ** K, IT IS READ Never Give Up

 

The economic crisis has put Italian entrepreneurship to the test, especially that of fashion, and has often imposed drastic chosen companies such as the closure or reduction of personnel. For Giorgio S.r.l. Instead it was not so and the birth of F ** K is proof of this. However, this is only a part of the history of F ** K, whose birth and rebirth passes precisely from the crisis and a choice - of his entrepreneur Franco Giorgio - not to give in to the pressures of a strong economic crisis.

 

Since 1985 - Year of entrepreneurial birth - The company immediately positions itself as a leader in the production and marketing of beachwear clothing, arriving to create its own and licensing lines. 2011 is a crucial year for Giorgio S.r.l. The beachwear market is overwhelmed by a strong crisis and, during a meeting just before Christmas, the company is forced to take into consideration the drastic choices that Franco Giorgio refuses to accept. Time stuck, the market continued to lose and that Christmas promised itself as the most difficult. Decisions that would have changed the course of history were looming. In one sense or another.

 

The choice comes. The one that spreads the cards and puts them all at stake. Franco Giorgio could not give in to the logic of a market that, however, he wants to innovate and conquer. That he must conquer to give solidity to the people who - until then - had accompanied and flanked him in the growth and success of his company. It therefore summons a new meeting in which it communicates that the company will not close but that, on the contrary, a new Beachwear collection will launch on the market. In the only two weeks, a new brand was therefore created which, however, was missing the most important element: a naming Impact, memorable and that represented its identity.

 

The choice falls on the proposal of a collaborator, still in the company, who had a drawing with an inscription on his desk: thus was born f ** k, yellow logo and a mimetic background to express the company's strength and spirit; A strong message to share with all those who did not believe in a rebirth. Impossible. From now possible. Presented in September 2012 on the occasion of White Milan, the F ** K collection immediately obtains an appreciation even above expectations; A success that lays the foundations for continuous and unstoppable growth and that will also lead to the development of the men and junior lines.

 

Since then the numbers have taken on different dimensions: The style of Giorgio S.r.l. is made in Italy And the production takes place in Andria - in the heart of Puglia - in one 5000 m plant² in which a Team of 70 units - with a decidedly young population - works synergistically to produce garments that mix creativity, innovation, value in the invoice at a competitive price. The total total of the survey is around 500 people. Currently the F ** K brand is present with 6 direct flagship stores: 4 in Italy and 2 in Spain, in Ibiza and Formentera; The capillarity in the area is then guaranteed by the presence of 5 franchising stores in 5 points of sale to which 2 other openings will be added, for this spring in Cefalù and Forte dei Marmi.

 

In a panorama now marked by standardization and a lowering of quality levels, F ** K stands out for innovative and original garments characterized by Made in Italy design and first choice materials, extreme fit and a competitive price on the market. Characteristics that, combined with the careful distribution and speed of execution, made Giorgio S.r.l. one of the reference points of the sector.

 

All above, however, would not have been possible without the determination of Franco Giorgio, who against each perspective believed in his team who considers a working group with which to share passions and projects. To deal with the problems it takes determination and F ** K confirms it by proposing every season every season women, man and junior who meet the needs of all customers.