Giordana Cycling Apparel: Founded by Cyclists, for Cyclists, Since 1979

The beginnings of Giordana Cycling Apparel started in 1971 when Giorgio Andretta created Gita Sporting Goods, LTD to provide North American cyclists with the highest quality Italian bicycle equipment. Starting as an elite cyclist from the Veneto region of Italy, Giorgio developed relationships with many of the local companies while racing and after moving from Italy in his early 20's became the first North American distributor for Grandis, Duegi, De Rosa, Diadora, Campagnolo, Pinarello, and many others.

1971

From elite cyclist to cycling clothing specialist

Giorgio Andretta worked closely with Italian clothing manufacturers to import race apparel that was previously only available in Europe. There was a growing demand for technical cycling clothing in the American market and while importing established Italian brands through Gita, Giorgio also started creating apparel from his own experience and knowledge from years of racing.

1977

Gita Provides clothing to the SRC Team

The relationship with SRC spanned 10 years as they evolved into the premier US team, first as Levi's/Raleigh and then as the Levi\s/Pinarello Racing Team. The know-how of true Italian craftsmanship, dedicated workers in Italy, along with new ideas for product development in the U.S. helped produce the best racing apparel possible for these new teams. While the original cycling clothing produced for riders and professional racers carried various Italian manufacturers’ labels, or nothing at all, Gita saw the need to establish an original brand name and logo.

1979

Giordana Sport clothing is founded

After years of making and developing clothing, Giorgio founded a new brand naming the cycling apparel after his newborn daughter, Giordana, who was born that year. The first logo featured a script font sewn on a rectangular piece of fabric placed on the underside of the waistbands of the wool jerseys. Since the clothing manufacture’s logo was not usually advertised at the time, as riders crossed the finish line and lifted their hands in victory, the waistband of the wool jersey would flip up and reveal the brand logo.

1980

The Giordana and Sagittarius logos are created

While the Giordana Sport name was starting to become established, the logo needed a more symbolic representation that could be easily identified on cycling clothing and team apparel. It was a natural step to design the next iteration of the now unmistakable Giordana logo. Also in honor of his daughter, the symbol became the astrological sign of Giordana's birth month, the Sagittarius. The typography or letterforms of 'Giordana' are original font designs that evoke the curves and straight-aways of cycling tracks and roadways.

1982

Giordana creates team to race in the Coors Classic

The Giordana/Diadora/Pinarello Racing Team competed in national cycling events and was named for the three main brands that Gita distributed in the U.S.

1982

Giordana introduces its first Aero Clothing

A full departure from the wool shorts and jerseys, these aero garments used a mix of Nylon and Lycra for a more form fitting racing collection.

1983

First sublimated jerseys introduced

Sublimation gave jerseys colors that were vibrant and would not fade over time. The process utilized heat transfer printing that permeated fabric as a gas to create permanent, colorfast graphics that also did not affect the performance qualities of the materials.

1984

Giordana expands team sponsorship

Giordana worked closely with the biggest American teams and events of the time. The relationships included Levi's/Raleigh, which evolved into Levi's/Pinarello, Bud Light, Dia-Compe/Aspen Velo, the Coors Classic, US PRO Championships and numerous others. This involvement with elite athletes provided the invaluable feedback needed to meet the needs of the growing American enthusiasts of the time while retaining the authenticity and craftsmanship of true Italian race wear.

1984

Alexi Grewal, wins Olympic Gold medal

Giordana sponsored rider, Alexi Grewal, becomes the first American to win a medal in Olympic Road Racing at the 1984 Los Angeles Olympics.

1986

Giordana introduces Gamex™ weather jackets

Giordana introduces Gamex™ weather jackets - This extremely lightweight stretch material, used for wind/rain jackets, became the first high-visibility fluorescent inclement weather jackets on the market.

1986

Dedicated Giordana Manufacturing

Realizing the limitations of having numerous manufactures assemble your products Giorgio Andretta created a new company, a dedicated Giordana manufacturing facility in Italy. This bold move pushed Giordana further to the forefront of the cycling apparel industry. Now, in full control of its destiny, Giordana embraced the new technologies available in the textile industry to become a leader in sublimation printing. Giordana was also at the forefront of developing and testing new materials and cycling garments for the market and providing custom professional level clothing to local and regional clubs.

1990

Giordana's exclusive collaboration with the Walt Disney Company begins

In the 1990's, Giordana expanded its audience when it was selected by the Walt Disney Company to be their exclusive cycle wear manufacturer. The combination of Disney's popular characters and Giordana's vibrant sublimation printing and Italian fabrics brought many accolades, including an award from Disney for the best graphics and designs of all its licensees.

1991

Giordana sponsors the Motorola Cycling Team

From its first year in 1991 through their last season in 1996, Giordana was the exclusive clothing provider of the Motorola Cycling Team. In their first year team member Phil Anderson wins the Tour de Mediterranean. In 1992, Sean Yates wins the UK National Road Race and Andy Hampsten wins the Alpe d'Huez stage of the 1992 Tour de France. Hampsten went on to claim 4 top 10 overall finishes at the Tour with the Motorola Team.

1993

Giordana is the official sponsor and clothing supplier of the Tour DuPont

The Tour DuPont was the premier cycling stage race in the United States. Held between 1991 and 1996, the tour's name came from its sponsor, DuPont. The event attracted high-level competitors, including Lance Armstrong and Greg LeMond, and was also attended by high profile European cycling teams.

1994

Giordana's exclusive collaboration with Warner Bros. and Looney Tunes begins

With the success of the Disney and Giordana collaboration, many cycling apparel brands started looking to similar companies for the same success in this new licensing arena. When Warner Bros. decided to enter the cycling clothing market in 1994 with their Looney Tunes brand however, they chose Giordana Cycling Apparel to bring their characters to life.

1995

Nike collaborates with Giordana on cycling clothing

From 1995 to 2011, Nike collaborated with Giordana on the development of clothing and team jerseys. This partnership allowed Giordana to produce clothing for US Postal Service, Discovery, Radio Shack, GT Bicycles, Trek, VW, and Subaru. The Giordana and Nike partnership also provided apparel for Olympic National Teams such as Brazil, Kenya, United States, China and more.

1995

Giordana is the official clothing supplier for Le Tour de France

This exclusive partnership with the Tour de France provided stage winners and the 82nd Tour winner, Miguel Indurain, with Giordana jerseys in the 1995 Le Tour de France.

1997

Giordana sponsors the Big Mat and Cofidis Pro Cycling Teams through their 2002 and 2003 seasons

2000

Giordana continues to pioneer team apparel technology

At the turn of the 21st century Giordana continued to push the apparel technology envelope with more innovative designs and new state-of-the-art materials while sponsoring teams and events at all levels. The list of elite teams and organizations grew to include Carmichael Training Systems, CSC, Liberty Seguros, ONCE, Colavita, the US Pro Cycling Tour, Bissell, Alessio, AutoTrader and the Dodge Tour de Georgia to name but a few. Recreational and amateur athletes benefited from these relationships as the same clothing Giordana was producing for the pros made it to the custom team clothing program.

2005

The Giordana OmniForm™ chamois is introduced

Made exclusively inside the Giordana factory, this one-piece insert eliminates seams and introduces 4-way stretch for a chamois that moves with you while riding for the most comfortable fit possible.

2005

Giordana introduces its most technical clothing to date

Giordana introduces its most technical clothing to date - Giordana developed a revolutionary style of race ready clothing it named the Body Clone™ Forma Collection. This type of second skin apparel, that professional riders demanded, was now offered to recreational cyclists and marked a revolution within the Giordana brand. The main technological material for the new Body Clone™ Forma was the super lightweight and compressive HC44™ fabric used in the bib shorts. This Nylon/Lycra blend has a high thread count per square centimeter and provides a substantial compression to weight ratio.

2009

The FormaRed-Carbon™ Evolution

The development and success of the high-end Body Clone Forma Collection lead to the second generation of race ready clothing branded FormaRed in 2008. Just one year later, the third evolution was introduced as FormaRed-Carbon™. This super high performance collection offered a level of performance and comfort beyond anything else. The incorporation of new materials and production techniques in the FormaRed-Carbon™ clothing was headlined by an ultra lightweight, carbon laced fabric. The introduction of carbon fabrics in certain panels made them stronger and lighter to cope with the stress of professional cyclists and teams. Today, simply referred to as the FR-C™ Collection in the Giordana line, this clothing continues to evolve and epitomizes the level of cycling apparel most enthusiasts look for in their custom and in-line clothing.

2010

Giordana sponsors the Foot-On and ISD Neri professional Cycling Teams

2011

Giordana sponsors Farnese Vini and Colnago - CSF Cycling Teams

2011

Giordana introduces the Cirro OmniForm™ chamois

With a unique Aloe Vera infused upper layer, the latest generation of Giordana OmniForm™ chamois incorporates increased padding in varying thickness for added support and comfort where you need it most. The Aloe Vera also cools, promotes healing, and has natural antibacterial properties.

2012

Grand Opening of the Giordana Velodrome

Giordana is the proud title sponsor of the Giordana Velodrome located in Rock Hill, SC at the Riverwalk community. The track is an Olympic standard 250 meters with a 42.5 degree banking. Since opening in March of 2012, the USA Cycling-endorsed Giordana Velodrome has hosted national and UCI caliber events while introducing the local community to the Olympic sport of track cycling through rider development and outreach programs. The USA Cycling Elite Track National Championships were held at the Giordana Velodrome in its inaugural season as well as in 2013 and 2014. We are honored to sponsor and support the activities, classes, and races at the Giordana Velodrome.

2012

The retro inspired Giordana Sport Collection is introduced

The 2012 Giordana line saw the reintroduction of the original Giordana Sport name. The heritage and details of the original wool jerseys were brought back using modern materials and processes. New features, that were not available back in 1979, like the high-compression HC44™ Lycra bib shorts, top of the line Cirro OmniForm™ chamois, and one of our lightest and most moisture wicking jersey fabrics ever, came together with retro style flocked logos and a reproduction of the original Giordana Sport tag sewn on the underside of the waistband to create a unique synergy of classic styling and detailing with more than three decades of cycling experience.

2013

Giordana launches the revolutionary EXO™ System Collection

The revolutionary EXO™ System pushed the envelope of cycling clothing further than ever before. The EXO™ System, short for External Optimization, was developed with critical input from renowned sports doctor Massimo Testa and includes a summer knicker with isolated compression and knee support, longer length compressive bib shorts, and summer weight long sleeve and short sleeve jerseys with aerodynamic paneling and lightweight materials. This elite collection revolutionized the placement and construction of isolated compression paneling and took Giordana's cycling apparel performance to a new level.

2013

Rui Costa wins the UCI Road World Championship

The UCI Road World Championships took place in Tuscany, Italy. On the last day of the Championships, Rui Costa won the rain-soaked Men's road race as part of the Portuguese National Team wearing Giordana clothing.

2014

The Giordana Racing Team competes in the Tour of Britain

Phil Griffiths' racing team is steeped in cycling history from ownership through to management, mechanics, clothing and riders.

2015

All-New FormaRed-Carbon™

This newest generation of Giordana FR-C™ clothing brings more new innovations keeping it at the forefront of high-end cycling kits. These innovations include a higher compression HC50™ Power Lycra used in the bib shorts and a new proprietary leg band material while the jersey incorporates new materials and changes like the lightly compressive Revolution™ fabric at the shoulders, a slightly longer sleeve length with laser cut and heat welded arm cuffs, and an ergonomically sculpted 6-piece collar. All of these details and more make this newest evolution of FormaRed-Carbon the best yet.

 

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Looking Ahead

Thirty-five years ago, Giorgio Andretta harnessed his passion for cycling to create a clothing brand. That passion was the fuel that propelled Giordana to international success. An avid cyclist to this day, Giorgio is still the driving force behind product development.

Celebrating its 35th anniversary in 2015, Giordana continues to look forward and has relocated into a brand new facility in Italy creating even more synergies for all phases of production. This has contributed to streamlining the manufacturing process even further to create the best cycling apparel on the market.

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