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The Sidi company was set up in 1960 by Italian craftsman Dino Signori. He took the first two letters of his first and last names (Di and Si), and joined them in the opposite order to make the name SIDI. Initially, the company specialised in mountain sports footwear, but in the 1970s they expanded into the cycling shoes and motorcycle boots markets. Since then they have become one of the world’s leading brands.