THE HISTORY
The Birth
of an Icon
In 1999, from a small knitwear factory in Carpi, Guru was born.
A simple idea: t-shirts with a soul, capable of communicating energy, youth, and rebellion.
It only took a few months and a six-petal daisy to imprint itself in the collective imagination of an entire generation.
From the Garage
to the Spotlight
The brand quickly gained popularity thanks to innovative marketing strategies. Cambi personally distributed Guru t-shirts at social events, involving sports and entertainment celebrities like Paolo Maldini, Christian Vieri, and Elisabetta Canalis, who helped make the brand a cultural phenomenon in the early 2000s.
In 2001, Guru sold over 200,000 t-shirts, and in 2002 recorded a turnover of more than 10 million euros.
An unstoppable phenomenon
The expansion continued with the creation of lines dedicated to younger audiences, such as Guru Gang for teenagers and Guru Baby Gang for children. In 2005, Guru became a sponsor of the Renault team in Formula 1, further contributing to the brand's visibility.
Guru exploded in the early 2000s with the same speed at which its colorful and pop philosophy spread.
GURU FORMULA 1: THE FLOWER THAT RACED FAST
At the height of its global expansion, Guru decided to tie its name to a universe that expressed speed, prestige, and extreme performance: Formula 1.
THE MEETING WITH BRIATORE THE INTERNATIONAL BREAKTHROUGH
Thanks to the personal connection between Matteo Cambi and Flavio Briatore, who was the team principal of the Renault F1 team at the time, Guru became the main sponsor of the Renault F1 Team for the Formula One 2005, 2006, and 2007 seasons.
A strategic insight: during those years, Renault, led by Fernando Alonso, won two consecutive world championships (2005 and 2006), bringing the Guru brand to the most prestigious tracks in the world, displayed on the hood, on the drivers' suits, and in international paddocks.
“Briatore brought me to be a sponsor of Renault for three years, two of which as world champion with Alonso at the wheel. This allowed me to open up to the Spanish market and make 35 million euros in Spain with Guru.”
— Matteo Cambi
A RISKY YET BRILLIANT MOVE
The collaboration with Renault was also a testing ground for Guru's approach to unconventional marketing:
•presence at GP VIP events
•promotional activations with limited editions
•strong appeal in sports and lifestyle press
THIS IS HOW GURU REACHED
a TURNOVER OF 30 MILLION EUROS
"The daisy spoke for us.
It was rebellious, free, recognizable.
And it spoke to everyone."
the "new" guru
After a historic moment, known to many, where Guru went through a turbulent period, while remaining strongly imprinted in the collective imagination, it passed under the control of various funds and industrial groups, including the Indian giant Bombay Rayon Fashions Ltd, which attempted an international relaunch but failed to restore its original identity.
It is only after several years of settling in that Ghep Sàrl, which specializes in lifestyle brand management, finally acquired the brand, bringing it back into European hands. After reorganizing its structure and creative vision, Ghep launches a solid and progressive relaunch plan.