November 22, 2016 4:08 PM
Today we will tell you a beaitiful Italian story. A story with a happy ending in which a typical Italian company decides to slap the crisis in the face with a generous amount of courage, starting from its know-how
The band’s name, F**K, gives us an insight on the owner’s intentions. Francesco Giorgio in 2012, in full financial crisis, was facing a crossroads: should he stop or continue production? His warrior-like temperament meant he could not give up.
Francesco Giorgio himself tells us this beautiful story about an Italian company that creates, cuts, and produces in its Andria facilities its exclusive bathing suits (now also lingerie and fitness gear). He welcomes us with a smile, satisfied about his success, so that his turnover is constantly growing. One of those stories where a love for one’s job has been a driving engine. A true case in point to keep in mind.
F**K hints at a very strong word, especially for a brand. Where does such an impactful choice come from?
I started out producing swimwear in the 80s. I worked for various top international brands, also for ready-to-wear. In 2012 I was in a meeting with my consultants who were suggesting me to reduce the workforce. In my hands I had a list of faithful employers I had to fire, but I did not had the nerve to lay them off without any future perspective. Right then I decided not to give up, I was driven by my pride as an entrepreneur and as a man, by the affection and admiration I had for them. Besides, it seemed unsuitable to leave behind all the know-how developed throughout the years.
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I turned to Doriana from the Style and Graphic Department, asking her to create a logo, the strongest she could conceive, with the fewest possible characters. This is how F**K came up: a shout to chase away anxiety and fear, the expression of my state of mind, that of a warrior ready to combat the crisis. Hence the name of the camo pattern synonymous with “militant” bravery.
You started out with beachwear. Why choose a F**K item?
Thanks to our expertise we have made highly creative and well-designed collections, very wearable and crafted from top quality materials. This is why our F**K Stores are present in places like Formentera, Ibiza, Milan, Gallipoli, Riccione, Lecce and Cervia. Our beachwear has a strong fashionable vibe, we have a trained eye for trends and we easily create prints in line with the latest ones: our mission is to make our clients feel at ease, wearing just 10 inches of fabric! It may sound quite challenging when we think that some women feel uneasy even with a long dress on.
But not only fashionable pieces: we pay great attention to the product resulting in super-wearable pieces with an excellent fit and durability. And the price tag is also a plus, unrivalled and accessible to all.
You are saying that your beachwear items last for more than one season?
Absolutely! The secret lies in the production and tailoring. Treatment of the fabrics is also key, what fibers are used, the stitches, ours are handmade by tailors that have been working with us for a long time. All this allows us to offer a top quality product to our clients.
We decided to focus on Made in Italy, on our expertise, on technological innovation, like the machines that print on white Lycra to obtain unique prints and patterns, our strong points in our internal production supply.
For Fall Winter 2016/2017 you went beyond beachwear , and created your first lingerie line…
Yes, we decided to explore a new world, underwear. The collection includes briefs, tops and baby-dolls. Colorful, playful, and the right amount of flirty, thanks to the lace inserts.
Our future goal is to increase our offer with the next collections.
