Giordana technical bicycle clothing was started by the owner of Gita Sporting Goods, Ltd., Giorgio Andretta in 1980. From the beginning, Gita designed, imported and distributed Giordana apparel, while at the same time, worked closely with the biggest American teams and events of the day. The list of partnerships included Levi's/Raleigh, which evolved into Levi's/Pinarello, Bud Light, Dia-Compe/Aspen Velo, the US PRO Championships, and numerous others (Including a 7 time Tour Winner). This involvement with elite athletes provided invaluable feedback and insured that the clothing met the needs of American enthusiasts, yet retained the authenticity of true Italian race wear.