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@Greasy_Paws
In the case of Ciöcc, this was the nickname of his founder, Giovanni Pelizzoli, when he was a pro-rider. He then became an apprentice of Ugo DeRosa before creating his own brand: in the Italian dialect of his area, Ciöcc meant "poker faced" hence the four aces in his brand badge.
Read it somewhere but can't find the link now.