The Italian archive in the British subcultures

Italian style and British subcultures have gone hand in hand for decades ever since the Mod’s adopted sharp Milanese tailoring to ride their Italian scooters in the 1960’s. The style progressed over the next 15-20 years and evolved in Casual in the early 1980’s when the label phenomenon exploded and developed into brand adulation. As the 80’s melted into the 90’s and the rave and club scenes took over the nation’s consciousness previously disparate communities of black and white kids began to intermingle and share ideas, dress sense, music and style became unified. Labels first seen on the terraces were now on the dance floor and vice versa.

As the millennium turned and the ecstasy wore off a tougher sound and style emerged in the grime and dubstep scenes, loose cut sportswear became more prevalent but the need to define status with Italian designer brands remained as Nike and adidas tracksuits were combined with CP Company and Stone Island signature jackets.

Now in the internet age with all the information and history at our fingertips the sharing of ideas and culture is worldwide. British subcultural style is now a global movement and can be seen and felt across the planet. It’s been a pleasure to put this shoot together with Theo Cottle for nss that draws on all these decades of style influence and cultural cache.