It is 2013. We are in the midst of the Italian economic crisis. It is then that Francesco Rizzo’s bet begins, deciding to take back his dreams and give life to Francesco Rizzo Jeans. Already as a kid, with an innate passion for style and elegance, he imagined being able to work one day in the fashion world , but then for almost 20 years reality and maturity had pushed him to put aside his passions for concreteness and stability.