SO(10) fermion masses from rank-1 structures of flavour

We describe a predictive model of SU(3) flavour in the context of SO(10) supersymmetric GUT, that can fit all the known fermion properties: masses, mixing angles and CKM phase, at 1σ level. The mechanism is based on the coupling of fermions at GUT scale to three flavour triplet higgses that are able to generate the correct flavour structure. The model predicts exact unification of determinants of Yukawa couplings, that is found in interesting agreement with experimental data. In the neutrino sector it predicts direct and hierarchical neutrinos, together with nonzero θe3. The correct sign of the leptogenesys asymmetry is a further outcome of the numerical analysis.