Both Wilier and Triestina were inspired by Italian patriotism following the World Wars. Wilier is an acronym. W is an abbreviation for the word Viva, which means "Long live", beginning the phrase: W l'Italia liberata e redenta - Long live Italy, liberated and redeemed. It is pronounced /Vee'-lee-air/.
Triestina is pronounced /Tree-es-tee'-na/ and is the Italian equivalent of our English word triestine, which implies related to the Italian city of Trieste on the Adriatic Sea. Following World War II, Trieste and its surrounding coastal area remained part of an occupied free territory while triestine cycling great.
Inspired by Cottur and Trieste's plight, Dal Molin put together a team with Cottur as leader, calling it Wilier Triestina. The brand's inimitable halberd logo (similar to a fleur-de-lis) was inspired by Trieste's coat of arms. In Autumn 1945, the company assumed the symbolic name. The rest is history.