THE EMERGENCE OF THE CASUALS
Sergio Tacchini has been one of the staple brands in the store over the last 20 years. It's rich sporting and cultural history has attracted new followers and re engaged old 'Casuals' alike as it pushes the boundaries every season, introducing new styles, colourways and interpretations. It looks forward but also recognises its past, continually adapting classic Sergio Tacchini pieces such as the - the Damarindo, the Orion and the Ghibli trckies. Iconic Casual sportswear pieces that have left an indelible mark on the this countries sporting and cultural identity.
But how did it start? Where did the line between sport, specifically football and fashion start to blur?
To understand how football and their fans helped shape fashion, you have to understand what football meant to the ordinary person in the 1970's and 1980's. Football throughout Britain and Europe brought people together. It was their religion, the stadiums were their church. Fans were incredibly passionate about their teams
The most passionate of these fans organised themselves into groups of 'Ultras'. They stood together at matches, chanting for the majority of the match’s ninety minutes. They 'belonged'. They were a family. Dedicated to their club and each other.
These hardcore 'Ultras' travelled throughout Europe for exclusive European matches. These games were special. Only for a select group of elite clubs who had qualified for European competition by taking the top two places in their respective league. These were called 'Away Days'.
In the UK, these groups were called 'Firms'. From Manchester United’s Perry Boys or Liverpool’s Scousers, these Firms travelled across the continent following their team. At the same time, Firms came across a host of unknown foreign brands worn by opposing fans. It became a badge of honour for them to bring back these brands to the UK. They would spend the days wandering the streets of the European city they found themselves in, trying to unearth brands like Sergio Tacchini. Occasionally shops, anticipating the arrival of British football supporters to their city, would either shut up or hire bouncers at the door. But this was business and business was good. Stores stocking these brands had a captive audience. A dedicated customer.
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