Tuesday, April 17, 2012

Wilier = Long live Italy, liberated & redeemed

I had always thought that the classic Italian bike brand Wilier was a very unItalian sounding name. John Foot's excellent history of Italian cycling  'Pedalare! Pedalare!' ( a bedside reading must for tragics like me) provides the explanation.

Italians often use the letter 'W' as an abbreviation for the word viva - 'long live' - so it is common to see banners such as W l'Italia or W il Giro. The patriotic expression (bearing in mind this was at the end of the war) 'W l'Italia, liberata e redenta' (Long live Italy, liberated and redeemed) thus gave birth to the name Wilier.

Very patriotic indeed.

No comments: