WHO WE ARE

TRUCUTU – A true story. With soul, with name, with fire.

TRUCUTU is not just a brand. It’s a story born on the streets, in the markets of Milan, selling whatever was possible, searching for a place in the world.

It all began with a suitcase full of dreams and empty pockets. Every kind of job was taken to get by, until a new path appeared: buying, selling, creating. That’s always been the way of living. Because being Trucutú means exactly this: adapting, learning, insisting, never stopping.

The TRUCUTU project was born more than 15 years ago, but it officially took shape on May 20, 2025, with the decision to build something of our own—a choice for freedom. To leave the factory and create a life on our own terms, not as others dictated.

And from here, our motto was born:
AD MAIORA
A wish, a battle cry, a clear direction:
towards something greater.

The Symbol: The Goat of Lara

TRUCUTU has a unique symbol: a goat.
But not just any goat. It is the goat of the State of Lara—land, roots, and blood.
A goat that carries within it runes and Maori patterns.

  • The runes speak of ancient knowledge, of memory.

  • The Maori signs represent the spirit, the bond with nature, and identity.

  • And the goat of Lara is resistance, strength, and pride.

Three roots, three cultures, one single being.
Just as all human beings should be: of many places, and of none.
Free from borders, tied only to essence.
The essence we call:
TRUCUTU. AD MAIORA.

And now, let’s be honest…

They told us that opening a business in Italy is easy.
“Just one click,” the slogan said.
One click.
One click… and off you go, you’re an entrepreneur!

Too bad that in reality, that one click turns into:

  • 35 forms to fill out,

  • 4 different offices to contact,

  • 2 digital signatures that don’t work on the first try,

  • 7 phone calls with vague answers,

  • and 3 trips to the Tax Agency where everyone tells you something different.

But that’s okay. Because giving up is not an option.
Even if Italian bureaucracy tries to break your spirit, determination keeps the fire alive.
TRUCUTU exists precisely because there was no surrender.

And it’s also fair to say this:
Italy, this country where we live, has taught us a lot.
It allowed us to understand how to do things, how to move, how to keep going.
It’s true, the bureaucracy can be heavy… but the Italian people welcomed us.
And today, in a different but profound way, there’s a sense of belonging too. Always here, always present.

This company was not born in drawing rooms, nor with public funding.
It was born from effort, from the desire for redemption, from sweat.
It was born with feet on the ground and a head always turned AD MAIORA.

We are TRUCUTU.
And this is just the beginning.