The Story of Ellesse.
Or: How a brave tailor shook the world.
Before we get started: Ellesse is pronounced "ell, ess", not "ällessi" or "e lässe". For the good man who grabbed his head in the stands during a heated tennis match on a hot Saturday afternoon in picturesque Perugia, Italy in 1959 and thought, "Boy does this all look whack!" (source unknown), for his name was Leonardo Servadio. And being the badass doer that he was, he said to himself "I can do better than that", promptly founded "Ellesse" and not only revolutionised the market for tennis and ski wear, but quickly became quite a big player in the entire sports and lifestyle business.