GURU ITALY SPORTWEEK

An icon flourishing again. After years of silence, Guru returns to the spotlight with a new vision and the same energy as always.

THE RETURN DAISY REBORN
REMEMBER GURU? OVER TWO DECADES AGO HE WAS DRESSING FAMILIAR FACES AND FORMULA 1 DRIVERS (LIKE ALONSO). NOW HE IS BACK WITH A NEWFOUND CREATIVITY.

Boomers will well remember the success of Guru that began at the turn of the last century, with its logo of the six-petaled daisy and orange pistil printed on T-shirts worn by TV talent, musicians and sportsmen. A brand in Formula 1 was also the main sponsor of Team Renault in the season of the World Championship victory by Fernando Alonso, who himself became a brand endorser.

More recently, Gianluca Esserugo, a manufacturer of accessorized jackets, obsessed with the values of positivity and the strong visual identity of Guru, bought it in 2021 and became its owner. He decided to relaunch with a men’s, women’s and children’s collection – of T-shirts, sweatshirts, pants, Bermuda shorts and accessories – with a limited edition that reinterprets modern trends. The result? A fresh line on artistic creativity.

Article published in SportWeek. Text by SportWeek editors. This content is reported for dissemination purposes.