SWISS ICONIC is a premier brand that embodies the spirit of quality and innovation, rooted in rich heritage and craftsmanship. This family-owned business, now guided by the second generation, operates from a unique headquarters set against the picturesque backdrop of a hillside vineyard in the Ticino region of southern Switzerland. The brand specializes in high-performance cycling apparel through its core labels, Assos and Giordana.

Assos has established a legacy of excellence in cycling gear, offering a diverse range of products including bibs, shorts, jerseys, jackets, and accessories, all designed to enhance the cycling experience. Giordana further amplifies SWISS ICONIC’s reputation with its commitment to advanced fabric technologies and eco-friendly practices, producing premium cycling apparel recognized for its performance and sustainability. Together, these brands celebrate a tradition of Italian craftsmanship, utilizing modern innovations to create products that empower cyclists to achieve their best.

SWISS ICONIC represents a fusion of style, performance, and a dedication to the cycling community, ensuring every rider can push their limits in comfort and confidence