YOU WRITE F**K, IT READS NEVER GIVE UP

In the heart of the economic crisis, when many Italian companies were facing insurmountable difficulties, a courageous business decided not to give up.

Let's talk about Giorgio S.r.l., the company that was able to transform a period of serious uncertainty into an extraordinary opportunity for rebirth, giving life to F**K, a brand that has been able to combine audacity, innovation and resilience.

It was 2011 and the beachwear market was in crisis. Growth prospects were minimized, and the risk of closure seemed imminent.

The decisive turning point

During a crucial meeting, a few days before Christmas, Francesco Giorgio, at the helm of the company, refused to give in to the difficulties. Not only did he decide to avoid closure, but he launched a new beachwear project with the aim of innovating the sector.

In just two weeks, the Giorgio S.r.l. team developed a new line. The next challenge was to find a name that reflected this new phase. The choice fell on a bold and immediate logo: F**K, a name that conveyed strength, courage and a clear message: "Never give up". The logo, with its bright yellow on a camouflage background, embodied the company's fighting spirit.

The debut and the rise

In September 2012, during the White Milan, F**K made its debut, achieving immediate success. Born in a period of crisis, the brand soon became a symbol of resilience and constant growth.

Since then, the brand has continued to expand with women's, men's and junior lines, strengthening its presence internationally and consolidating a solid distribution network.

The heart of success

Today, F**K it is an excellence of beachwear, with a design Made in Italy created in Puglia. Here, a qualified team, made up largely of young professionals, works to create garments that combine creativity, quality and innovation, maintaining an excellent quality-price ratio.

With 30 points of sale and an induced of approx 500 people, the brand stands out in a market dominated by standardization, demonstrating that it is possible to combine success and quality.

A shared dream

The story of F**K it is the story of a team united by passion, determination and a common vision. The contribution of each team member was fundamental to overcoming challenges and growing the brand.

Francesco Giorgio has always believed that the real driving force of the company was the synergy between people, mutual support and collective commitment.

In a world that prizes speed and compliance, F**K proves that success comes to those who have the courage to persevere and never give up.

Thanks to you

Every purchase you make, every support you give, 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 to write this extraordinary story.