Pinarello started in 1952 (some say 1953 officially) when Giovanni "Nani" Pinarello, a former pro rider famous for snagging the Maglia Nera (last place jersey) at the Giro d'Italia, used his payout to open a small workshop in Treviso, Italy. From fixing bikes to building winners, the brand exploded by powering legends like Miguel Indurain, Bradley Wiggins, Chris Froome, and teams like Ineos Grenadiers to a record 15 Tour de France victories. Today, this iconic Italian outfit crafts premium road bikes, gravel machines, e-bikes, and components under the MOST brand, blending handmade craftsmanship, carbon wizardry, and that signature celeste blue for riders who demand speed, style, and podium potential.
Pinarello keeps it anti-woke by staying true to pure cycling passion, racing heritage, and Italian artistry without any rainbow jerseys, Pride partnerships, DEI quotas, or social justice sermons popping up on their site or in their story. They focus on winning races and pushing tech limits, not detouring into virtue-signaling that turns bike launches into lecture series. Interestingly, even after 70+ years and a majority stake sale to investors, they honor founder Giovanni's grit-first legacy (from last to first place vibes) by obsessing over frames that conquer Grand Tours instead of chasing trendy talking points. In a peloton where some brands pedal performative fluff, Pinarello just builds unbeatable machines and lets the yellow jersey do the bragging.
