The Giro d’Italia is not just one of the world’s most prestigious cycling races. It’s a showcase of innovation in the cycling industry, a centuries-old runway of style, where jerseys truly narrate stories of passion, challenge, and triumph. Let’s relive together some anecdotes from unforgettable eras, for our brand and for cycling.
Italian cycling, in 1949, was a year still dominated by the historic rivalry between Fausto Coppi and Gino Bartali. In the same year, the Venetian Antonio Bevilacqua, known as “Toni,” dominated the 18th stage of the Giro d’Italia. A long time trial of 65 km between Pinerolo and Cuneo. The following year, Toni Bevilacqua won the world track title (a feat he would repeat in 1951), enshrining him as one of the strongest Italian track cyclists. The Atala jersey, produced by De Marchi, with its distinctive design, became the symbol of an unexpected feat.
When Vittorio Adorni (wearing the Italian champion’s jersey) and Adriano Durante donned the Scic jersey in 1969, another chapter in the history of Italian cycling was written, and for the sportswear manufacturer De Marchi, in an edition marked by two stage victories, with Adorni and Attilio Benfatto. The jersey, crafted by De Marchi, reflected the spirit of the times: elegant and understated yet cutting-edge. With its impeccable design in stark black and white contrast, it became a spokesperson for a cycling that combined style and performance, becoming an icon of “Made in Italy” cycling.
The year 1977 was marked by Marino Basso and his Selle Royal jersey, another triumph for De Marchi. In that edition, the 60th of the Giro d’Italia, saw an epic showdown between Freddy Maertens and the Italian Francesco Moser until the 17th stage, when the Belgian Michael Pollentier took the lead, arriving in Milan in the Pink Jersey. The jerseys produced for the team epitomized the fusion of Italian artisanal tradition and technical innovation, two aspects that have always distinguished De Marchi products. The sprinter from Vicenza, Marino Basso, known for his spectacular acceleration in sprints and for his world championship victory in Gap in 1972, achieved a stage win and no less than 9 placements.
References: Procyclingstats, Cycling Archives, Archive De Marchi
Experience the history of the Bottecchia Ursus Jersey: Read more on Milano-Sanremo 1951: Louison Bobet and the Bottecchia Ursus Jersey – The De Marchi Journal
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