Fan clothes. Fan style, how it all began (with exclusive photos)
Challenger - You're a Football Hooligan
Wherever you are, no matter who you are with, there will always be guys who want to measure their strength with you. They have self-determination, selflessness, patriotism. They are ready to stand up for themselves and for their comrades. It's brave and strong people. These are people who have chosen their side... And now, standing on your side, you feel the energy that makes your body tremble, the force clenching your fists, a little more, and if you do not start to act, then the adrenaline will turn into panic. .. If there is time to act, then now... This confrontation is several thousand years old, it goes back to the times when the survival of the entire tribal community depended on organized group actions. One human tribe fought another, and so it continues to this day, it has been deposited in our genes for a long time. No modern laws and moral principles will stop human aggression. She needs to splash out.
Style - Teen Hooligans
Nevertheless, people became more civilized, villages, cities, countries and megacities appeared, the conditions of cohabitation between people changed. But whatever one may say, the essence remains the same. Association is manifested at the level of 10-50 people. At the level of a group, gang, "company". Football itself is an easy and gentle manifestation of conflicts between groups. The best and bravest are selected from one group, and from the other. Like the ancient Russian competitions "wall to wall". Various physical competitions take place between the two groups to find out which group is stronger. This allows you to resolve conflicts between teams with minimal losses, and without any losses at all. Here it is worth noting the primordial Russian traditions of an honest showdown. “Until the first blood” and “we don’t beat the lying down”.
Faberge Eggs - Dont Stop Hooligans
IN modern conditions we are talking about a subculture, with its inherent style of behavior and clothing. Football fans are not only people who are madly in love with football. They, like other youth movements, have their own fashion and their own brands, which they prefer. Their own style began to take shape after first English football hooligans, and then fan movements in other countries, declared themselves a new subculture.
100 pounds - Beer SKA and Football
It may seem to the ignorant in this matter that fan clothing is somehow connected with the attributes of the clubs that football fans support. But it is not so. Jackets and sweaters with merchandise, club scarves, T-shirts and other distinctive signs of fans have nothing to do with the clothes of football hooligans who are members of fan movements.
Dragley Cats - The Gang Goes Out
Near-football groups prefer the “Casuals” style, which means “ordinary” in translation. This is due to the fact that the main principles in choosing clothes for football hooligans in any country are invisibility, namely: the usual unremarkable appearance, the absence of paraphernalia and club colors. Football fans often arrange their brawls and showdowns between warring hooligan groups that take place far from the stadiums, so the invisibility characteristic of typical inhabitants is a kind of camouflage factor for them.
CVT - Fan of Zenith
In Russia, the clothes of football fans also have clear signs of the “Casuals” style, but there are also distinctive features. This is especially true for color. If in Europe football hooligans prefer a variety of shades and light and dark colors, then fans in Russia prefer black.
Fairy tale - The girl is a fan of Dynamo
This is explained by the fact that nationalism, which also flourished in fan football movements in the UK in the 70-80s of the last century, but has now faded into the background, in Russia has now firmly put down the “roots” of its ideas. The ideas of Russian nationalism distinguish Russian football hooligans not only in terms of principles and beliefs, but also in terms of clothing: black colors, rough shoes.
Middlename - Life around Football
However, it cannot be said that the fan subculture of Russia is very different from its counterpart from Europe. All differences, including in the choice of fashion brands, are explained by national temperament, cultural traditions, etc. So what do football mods like to wear in Europe and in the regions of Russia? What brands are relevant in the fan environment? So, in order.
UK Football Fan Brand Clothing
Great Britain is the progenitor of the Casuals style, which means it is rightfully considered a trendsetter. Including in such a direction as fan fashion. Clothing for football fans in the British Isles is represented by various brands and each of them excels in a certain niche. For example, football fans in the UK prefer jeans from brands such as Gap and Calvin Klein. Among the sleeveless jackets and jumpers, the famous company Burberry is in the lead, which has become truly iconic for many separate near-football “gangs”. It is considered a special chic to have a raincoat of this brand in the wardrobe, but only the wealthiest can afford such a luxury, because. the price of a Burberry brand raincoat is in the range of $1,700 and up. Under sweatshirts and sweatshirts, English football fans usually wear club or fan shirts and jerseys. The choice of shoes depends on the purpose. IN Everyday life The British prefer to wear Nike sneakers.
Britain is also home to round logo»!
Significant distinctions on aircraft from the First World War are widely used in modern brand design. From left to right: France, England, Belgium, Germany (crosses):
The blue, white and red medallion has been the insignia of the British Royal Air Force since 1915.
German Football Fan Clothing
As in most of Europe, football fans in Germany also prefer jeans to other types of pants. But, the main difference is that the standard of living in this European power is higher than in others. The average income allows the inhabitants of Germany to buy things at fairly high prices. The greatest demand is caused by the Burberry London collections, which are produced by the most famous brand in the radical environment, Burberry. But many firms are not chasing expensive clothes. German football fans are dominated by Lee jeans, thick-knit sweaters and sweatshirts from local manufacturers, and Burberry scarves. Among the shoes, the most popular sneakers from Adidas and Puma for visiting football.
How do Dutch football fans dress?
Football fans in Holland are something special. The Dutch have always been distinguished by free views and extravagance. This could not but affect the clothes, in which the indifferent attitude to the orange color, which is the official color of the Dutch national team, is immediately noticeable. In addition to the traditional jeans (Machine label is preferred here) in dark blue shades, Decant's striped trousers are very fashionable among Dutch football fans. Burberry sweaters are beyond competition from representatives of the near-football subculture of Holland. As outerwear fans of this country use black bombers of various brands, which can be turned inside out, made of bright orange fabric. Bomber jackets are lightweight jackets originally made for US Air Force pilots and over time have become popular among fashionistas around the world. When it comes to shoes, sneakers from various fashion brands are worn in Holland. You will not see heavy shoes here at all.
Clothing for football fans in Italy
Among Italian youth, not many can boast of high incomes: Italy is noticeably poorer than its more successful neighbors. Therefore, local football fans dress more modestly than their counterparts from other countries. Mostly Italian football fans use domestic brands, focusing on local color and fashion trends from their fashion designers. Trussardi and Armani jeans are the most popular among local firms, as well as the cheapest and most durable trousers from Pierre Carden. Personalized jeans from Versace are considered special chic. When choosing sweatshirts and sweatshirts, Italian fans prefer the brands Cappa and Fila. Shoes are not given special importance. The most popular are inexpensive Adidas sneakers, as well as light summer boots. Just like in Holland, Italians do not use heavy shoes even at promotions.
Branded clothing in Spain
In Spain, football fans are much less reverent about the fashion of their subculture. For them, the popularity or promotion of a particular brand is not critical. When choosing clothes, Spanish fans are more guided by prices and convenience. The most popular brand of jeans is the famous and inexpensive Levi`s. For the top, T-shirts and shirts made of lightweight fabric are also often used. denim. Moreover, the Spaniards most often use the classic, never out of fashion combinations of dark top - light bottom and light top - dark bottom. Club T-shirts from local sportswear manufacturers are also worn as tops. Fila or Cappa brand caps are very popular. Heavy shoes are also not worn. Spanish football fans prefer to wear Nike sneakers.
Russia
In our country, there is no such thing as fan fashion yet. Such traditions have only recently begun to form in Russia. However, there are still tendencies among the Russian movement of football fans. Despite the fact that football hooligans in Russia dress in much the same way as their European counterparts, as usual, taking an example, primarily from the British, there are some peculiarities. For example, in addition to traditional caps and baseball caps, Russian fans wear small knitted hats sports style, which tightly fit the head. Jeans in black, blue or blue are used as the bottom. blue color. The company doesn't matter. When choosing clothes, preference is given to such brands as Henry Lloyd, Helmut Lang, stone island, Paul Smith, Hackett and others. Due to the fact that in our country there are not so many people among football fans who can afford to buy clothes from fashionable and expensive European brands, any branded item from the Burberry brand is a source of pride for its owner.
And now I want to dwell on the brands themselves, which dictate fashion for representatives of the near-football subculture.
Burberry
Burberry is a legendary and iconic brand with over 150 years of history. This famous brand gave fan fashion a waterproof gabardine, a comfortable and stylish trench coat, as well as a red-black-beige check that has become incredibly popular.
The history of the famous brand began in 1856, when Thomas Burberry opened a small manufactory store in the town of Basingstoke, which is located in Hampshire. The ascent of the company to the heights of world fashion was influenced by the invention in 1880 by the founder of the company of the first breathable waterproof fabric, called gabardine. This name was given in honor of a special place that Shakespeare mentioned in his works, capable of sheltering travelers from bad weather. The new fabric was practical, incredibly durable and ideal for outerwear. Therefore, at first, Burberry specialized in creating collections of its signature raincoats. In 1888, the novelty was patented, and the raincoats of this company became the best alternative to heavy mackintosh raincoats.
In 1891 the demand for ready-made clothes from gabardine became so big that Thomas Burberry closed his small shop in the provinces and moved to the capital. In London, he founded the manufacture and organized the wholesale trade of outerwear for leisure, sports and travel.
Soon Burberry became a supplier of outerwear for the British army. The trench coat cat, commissioned by the British Royal Air Force during the First World War, glorified its creator and helped to earn millions. The new raincoat was waterproof, comfortable and functional, earning Burberry a government order for half a million trench coats. After that, the brand began to develop rapidly. After the end of the war, the trench coat was successfully adapted for civil society and fit perfectly into everyday fashion.
Already in 1901, Burberry received a new order from the British government to develop and create uniforms for officers. When fulfilling this order, it became necessary to mark military uniforms, and then the company's trademark was invented, which became the figure of a knight dressed in armor, against the background of a banner with the motto "Prorsum" (translated from Latin - "go ahead").
In 1911, the famous expedition of Captain Roald Amundsen to the South Pole took place. Amundsen's team was outfitted by Burberry and did an excellent job. The expedition was successful, which undoubtedly has a certain merit of the fashionable British brand.
The famous checkered fabric, combining red, sand, black and white, provided the brand with even greater popularity. This checkered fabric has been the lining of all Burberry raincoats since 1924. This cage is still the trademark of the company: the red, beige, black and white colors of the cage are firmly associated with this company.
In 1937 Mr. A.E. Clauston and Mrs Betsy Kirby made the fastest flight from London to Cape Town. The flight took place on a De Havilland DH88 Comet aircraft provided by Burberry. The pilots themselves were dressed in special suits that the company had specially designed for British aviation.
Further development of the brand continued no less rapidly. In 1955, the fashion house Burberry was awarded the title of the official supplier of Her Majesty the Queen of England. In 1989, the Prince of Wales also recognized the company as its supplier.
In 1955 the company was taken over by Lord David Wolfson. But this did not affect the image and style of Burberry. The new owner remained true to English conservatism and the firm's unchanging traditions. In 1998, Wolfson invited the talented fashion designer Roberto Menichetti, who had previously worked for the German designer Gilles Sander, for five years. The gifted Italian joined in the work, implementing fresh ideas in the traditional style of the firm. As chief artist, Menichetti took on the famous Barberian cage in a new way, essentially giving it a second, no less successful life.
In 2001, Roberto Menichetti was replaced by Christopher Bailey, who had previously been the head designer of the Gucci women's line.
To date, the company is promoting two lines of its clothing collections: Burberry Prorsum and Burberry London.
Models from Burberry Prorsum, presented in Milan, are luxurious experimental clothes that are available only to the richest clients from bohemians and high society. This line sets fashion trends on the catwalks of all major cities in the world and is wildly popular in high society.
However, the main line of the company are Burberry London collections, made in accordance with English traditions production of this brand. This line includes products in the style of "Casuals": sweaters, t-shirts, trousers, jeans, shoes, and other casual wear, which makes up the classic Burberry London line, which has become the hallmark of the famous fashion house. The clothes of this particular line are preferred by football fans all over the world.
In addition to the two main clothing lines, the company sells one more. Thomas Burberry collections include children's and teen clothes, accessories and perfumes, as well as fashion glasses and stylish watches.
Stone Island (Ston Island)
The Stone Island brand was created almost by accident in 1982. At the time, the firm was known as C.P. company. The company owes its unique sophisticated style to Massimo Osti, a graphic designer and intellectual from Bologna.
In the mid-70s, Massimo Osti became interested in the technology for the production of military clothing. He wanted to show and embody in his design solutions the cultural richness of Italy's vintage markets and new avant-garde materials and fabrics. Massimo took up the study of the functional characteristics of workwear, created catalogs of all kinds of forms and details of clothing: collars, pockets, fasteners and other accessories. In order to reproduce his ideas and create a unique style that combines modernity and historical tradition, Osti traveled to Ravarino, in the province of Modena, where he perfected the process of dyeing and printing on fabric. Thus began the realization of the avant-garde ideas of the young designer.
Massimo Osti continued his experiments, "crossing" technical fibers and completely crazy materials. In his first experiments, he tried to get from the tarpaulin qualities suitable for making clothes. One side of the tarp brought in was red, the other side blue. The material was placed in washing machine with water and pumice stones. Thus, Massimo tried to achieve the desired effect.
The first prototype of the new fabric gave the inventor an incredible feeling of closeness to the goal, but the material looked completely outside the scope and style of C.P. company. As a result, it was decided to experiment with several jackets made from a unique material known as "Tela Stella". And create Stone Island. Thus began the history of the company, which brought its founder global success and high profits. A star is born.
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In 1983, Massimo decided to devote himself entirely to the creative side of the business. Together with partners, he came to the conclusion that for further development and fruitful use of his resources, it would be nice to join the forces of some large company. Turin GFT (Gruppo Finanziario Tessile) became such a company.
Carlo Rivetti, shareholder of GFT, entered the stage. He believed in the future of sporty style and new technologies and practically fell in love with the product, the research, the philosophy and the creative tension of Ravarino.
At the same time, the SI brand collection continued to develop. In addition to jackets and other outerwear, Stone Island has included other items that are always in demand: jumpers, trousers, t-shirts and shirts. Expanding its assortment, the company did not forget about its uniqueness, and each of the new items that joined the collection was something special. Further lines of research have been initiated in the development of new fabrics with special properties and coatings.
In 1985, a new fabric called "Raso Gommato" appeared, a cotton and satin taken from military clothing with an internal or external polyurethane coating. "Alu C" satin with a silver "space" finish was introduced in 1986. These were the Stone Island boom years. Clothing produced by the company has become a kind of cult and mania among young people. Young people in Italy felt that Stone Island provided them with an opportunity to wear aggressive clothing that helped them express their individuality.
In 1989, the famous "Ice Jacket" of the Stone Island brand was born. For its release, a special heat-sensitive fabric was created. Products made from this fabric amazed the imagination, dramatically changing color with temperature changes. The fabric changed shades from yellow to dark green, from white to bright blue and from pink to gray. It was a completely innovative way of interaction between clothing and the behavior of its owner.
In 1993, Carlo Rivetti and his sister Cristina left GFT to devote themselves to the firm in Ravarino. Among the new fabrics introduced in 1993 and 1996 were "Radiale" (laminated coated fabric), "Oltre" (a thin layer of nylon with an ultra-shiny surface).
1996 was very important year. The partnership with Massimo Osti came to an end as the great designer and experimenter opened his own production of Massimo Osti.
Carlo Rivetti invited Paul Harvey to replace him. The English genius accepted the challenge and decided to achieve Osti's success at all costs in order for Stone Island to enter the next millennium as one of the most sought-after brands. Paul was the winner. The company developed, expanding its area of influence. First, a store appeared in London, and then the brand gradually spread throughout Europe.
In the 90s of the last century, Stone Island experienced a period of slight decline and somewhat lost popularity. However, the first decade of the new century was another ascending turn in its history. To begin with, it was decided to update the Stone Island logo. Compass roses were not only sewn to clothes in the form of a patch, but also embroidered and depicted on buttons.
The model range of clothes has changed, shoes and bags of the same brand have appeared. The basic Stone Island series has been supplemented with the new Stone Island Denim line, as well as men's and women's collections Stone Island Serie 100. However, the last two were soon discontinued. They were replaced by Shadow Project and Stone Island Junior (teen clothing).
The old school line has retained the Stone Island name and, as in the past, strives to surprise with technological “delights”, using innovations from construction, aviation, IT technologies and other industries.
In the early 2000s, Stone Island again surprised its customers by creating fabric based on metal mesh. The new materials were used to create real masterpieces that have no analogues in world fashion: "gold" and "bronze" jackets. The next fantastic development was Kevlar, a thermal insulation material that was stronger than steel.
The Shadow Project line is focused on the production of casual wear in the sport-casual style. The main criterion of this line is not grace or defiant extravagance, but the convenience, comfort and functionality of clothing. Why is the modern line called "Shadow" - "Shadow"? This is explained by the fact that the things of this line hide in themselves some nuance or shade, both in terms of color and design, not forgetting to combine seemingly incompatible materials. Clothing items from this line are a kind of constructor that can be modified by adding and changing certain things. Clothing line Shadow Project has become an identification mark among football fans in many countries.
The Stone Island Junior line, designed specifically for teenagers under the age of 16, has all of the above advantages. This line was created for the "tough guys". The "military" style is here rather the internal content, and not the external image of this clothing. The simplicity of the cut is somewhat reminiscent of a military uniform, but the color schemes of the Stone Island Junior line are varied and non-standard, like everything about SI.
And the story of Stone Island continues...
Fred Perry (Fred Perry)
Fred Perry was founded in 1952 by the famous English tennis player Fred Perry, a three-time winner of the most prestigious Wimbledon tennis tournament in the world. Having finished his sports career, he decided to organize his own production for the creation of fashionable sportswear. It was he who developed models of polo shirts that instantly conquered the whole world. Fred chose as the logo of his clothing line Laurel wreath, as a symbol of past victories of the great tennis player.
However, the Fred Perry brand gained the greatest popularity in the 70s of the XX century. Representatives of the emerging youth subculture of the football fan movement have become ardent admirers of polo shirts from Fred Perry. Fred's company clothing became their uniform. Then the founder of the sports brand added olympics and half-sleeves to the company's assortment, but it was polo shirts that remained and remain the true symbol of FP.
Fred Perry turned out to be an excellent PR man and made a very skillful publicity stunt. In order to showcase his products to the world, he gave away free polo shirts of his own production to BBC television operators at tennis tournaments, and he, along with his colleague Dan Maskell, wore them when commentating on ongoing matches. Polos were distributed to all the leading players of that time. Gradually, people began to recognize the Fred Perry logo. This firm has become strongly associated with the number one tennis tournament in the world, as well as with the best tennis players on the planet. Fred Perry shirts were not only beautiful and comfortable, they are a very high quality product that has become the best alternative to baggy sports shirts from other sports manufacturers. It turned out that cotton piqué, with a honeycomb-like structure, is the ideal material for tennis wear. The fabric breathed and was pleasant to the touch, so Fred's shirts began to be bought not only by athletes, but also simple people appreciating the convenience and high quality.
In addition, Fred Perry polo shirts looked very stylish, they could be worn under a jacket, and they were quite wearable.
Street fashion fans not only bought and wore Fred's shirts, but also influenced their development and suggested finishing options. For example, after the polo had firmly entered the image of any participant in football and other street subcultures, wholesale buyers turned to the company with a request to make branded edging on the collars and sleeves of shirts. So Fred Perry shirts instantly became the first brand that managed to take an intermediate position between casual and sportswear.
From that moment, one of the longest and most committed relationships between the British youth subculture and the popular sports brand began. Moreover, UK street fashion and British pop and rock music had a huge impact on the youth of the rest of Europe and even the USA, so Fred Perry shirts have gained recognition in many countries.
And yet, something remains unchanged. The British have become famous all over the world for their conservatism, and in some situations this plays a positive role. For example, as in the case of Fred Perry shirts. The fact is that the original cotton pique polo is still made according to the same patterns and from the same material as back in 1952. Fashion, as we know, comes and goes, but Fred Perry's style remains true to its traditions.
But the Fred Perry company could not help but take the path of further development and in the 90s expanded its range, starting to produce not only youth and sportswear, but also classic style models, its own branded shoes, bags and even women's dresses.
In 1995, Frederick John Perry passed away, but the brand he created continues to live and develop successfully, increasing the number of its admirers. Today, there are Fred Perry stores in all corners of the globe, and millions of fans of this brand look forward to the release of a new line of clothing every season.
Lacoste (Lacoste)
The history of the Lacoste brand is similar to the biography of the Fred Perry brand. Like Fred, the founder of the French company Lacoste was a famous tennis player who won many major tournaments. However, he did not wait until the end of his sports career in order to try his hand at the world of sports fashion. When René Lacoste won the US Open in 1927, he wore white shirt with short sleeves of own production. The shirt was made from lightweight knitted fabric, which was called "jersey petit pique". The fabric turned out to be breathable and perfectly absorbs moisture in hot weather and during heavy physical exertion.
The history of the appearance of the logo in the form of a crocodile, which has become known to the whole world, is interesting. There is an amusing incident connected with this. It was in 1927, during the Davis Cup matches between France and the United States, American journalists dubbed Lacoste an “alligator” due to the fact that he bet on a suitcase from crocodile skin. The captain of the French team promised to give an expensive suitcase to Rene if he won his Davis Cup matches. In Lacoste's native France, the new nickname was changed to "crocodile". The nickname stuck and Lacoste, without hesitation, used it for his own purposes. René's friend Robert George once took and drew for him a cute crocodile, which was used as a sketch and was embroidered on the shirt in which the tennis player played.
This shirt became a kind of challenge to the tennis fashion of those times, because. very different from the usual clothes for playing tennis. Back then, traditional shirts with long sleeves ruled the world courts.
In 1933, René Lacoste retired from tennis and founded, together with Andre Gillier, who at that time was the owner and president of the largest French knitting company, La Societe Chemise Lacoste, which specialized in the production of revolutionary shirts designed by the famous tennis player. In addition to tennis shirts, Lacoste also produced shirts for golf and sailing.
At the beginning of the 1950s, the company decided to move away from exclusively white shirts and introduced a new line of colored shirts, which had an incredible success. In 1952, Lacoste began exporting its products to the United States of America. The delivery of products took place under the slogan "Lacoste - the status symbol of a competent athlete."
In 1963, the company was taken over by Bernard Lacoste, son of the famous sportsman. Bernard took Lacoste to the next level and increased clothing sales to 300,000 a year. But the peak of the company's popularity came in the 70s of the XX century, when Lacoste began to develop new directions, including lines of fashionable branded T-shirts, perfumes, stylish glasses, tennis shoes, fashion shoes for everyday wear, watches and Leather Products. Basically, Lacoste fragrances can be attributed to the style of Casual and Sport. In the early years of the 21st century, the popularity of the Lacoste brand increased, for which the French designer Christophe Lemaire should be thanked.
The new advanced designer tried to create more modern style without losing the original high quality. As a result of the renewal of the collections and the new fashionable design, already in 2005 almost 50 million Lacoste products were sold in more than a hundred countries around the world. Attention to the brand has also increased due to advertising contracts that the company has signed with tennis star and world number one Andy Roddick. The Lacoste brand and the world of golf did not ignore: many famous athletes took to the field in clothes produced by this company. At the beginning of 2004, Bernard Lacoste fell seriously ill and handed over the management of the company to his younger brother Michael. Bernard died in Paris on March 21, 2006.
Twice a year, Lacoste produces new collections of its clothing lines for both men and women. Lacoste operates through three main lines of branded clothing: sportswear, trendy casual wear in the style of "Casuals", as well as stylish clothes for the most biased fashionistas and fashionistas.
Henri Lloyd (Henry Lloyd)
The Henri Lloyd brand is the founder of yachting fashion. The founders of the popular brand were the Pole Henry Strzelecki and his friend Angus Lloyd. Henry Strzelecki moved to Manchester and remained permanently resident after escaping from a POW camp during World War II. When Henry was 38 years old, he thought about starting his own business, and quitting his main job, he began to put his ideas into practice. In 1963, together with Angus Lloyd, he founded the company Henri Lloyd, taking the name of a Pole and the surname of an Englishman to name the new brand.
A textile college graduate, Strzhelecki was not afraid of experiments and relied on the production of sailing clothing, using the latest developments and technologies, as well as high-tech materials for the production of his products. With this right move, Henri Lloyd pioneered the use of new materials to make garments that perform well in windy, rainy conditions.
A bold and decisive step was the use of high-tech material Bri-Nylon as the basis, which was a revolutionary breakthrough in fashion for yachtsmen. Fabric products that can withstand any vagaries of the weather and have the highest moisture-proof properties quickly found their fans and admirers.
Using in their experiments the latest achievements of the industry for the production of special fabrics and synthesizing them with fashion trends world of design, the Henri Lloyd brand quickly achieved success. In 1966, the already highly respected and popular brand became famous all over the world, thanks to the traveler Francis Chichester, who purchased a Henri Lloyd jacket for his round-the-world trip, thereby advertising the brand as a true professional in the manufacture of sailing clothing.
However, Henry Strzelecki was not going to rest on his laurels and constantly tried to improve his models. He closely followed the emergence of novelties among high-tech fabrics, setting himself new challenges and implementing his projects. Therefore, the popularity and respect for Henri Lloyd products grew exponentially, and the company itself successfully developed, conquering more and more new horizons.
In 1980, Henri Lloyd took it to the next level by incorporating a new line into their production. The company began its journey into big fashion. To begin with, in 1984, the company's designers developed a new jacket model for the Milanese society of Panninari motor scooters. The model was a great success, and in his wake, it was decided to move on to the release of a line of casual wear.
In 1997, Henry Strzelecki stepped down as CEO of the company, while remaining Honorary President of Henri Lloyd. The management of the firm passed to his sons Paul and Martin, who helped him develop the company for 30 years.
Already in 1998, the Henri Lloyd brand launched another clothing line, which was focused on classic urban style. This line retains the elegance and originality inherent in this brand. At the beginning, Henri Lloyd focused only on the male audience, creating clothing models for active lifestyle supporters. However, over time, a line of stylish clothes for the fair sex was included in the production.
On this moment Henri Lloyd produces several clothing lines and stylish accessories. First of all, it is the Marine line, which has become a legend, which is a collection of high-tech clothing for sailing, polar explorers, etc. The Fashion line is stylish clothes in casual style. All collections of the Henri Lloyd brand are distinguished by their unusual design, bright colors and the highest quality.
Ben Sherman (Ben Sherman)
Ben Sherman is a cult British brand that produces stylish clothes and shoes. It was founded in 1963 by Arthur Bernard Sugarman. Arthur emigrated to the United States in 1946, where he married the daughter of a major California clothing manufacturer. Subsequently, Sherman decided to open his own business, and, subsequently moving to hometown Brighton, bought on a competitive basis a small manufactory for tailoring men's shirts.
First of all, Sherman introduced several innovations in the usual design of his products. Buttons appeared on the collar, and a branded loop on the back. These distinctive features of Ben Sherman shirts are used in their production to this day. The brand immediately gained popularity among mods - representatives of the British youth subculture, whose dawn fell on the middle of the 60s of the past century. At first, they were the main and most devoted buyers of things produced under the Ben Sherman brand. But later to the admirers stylish shirts Skinheads also joined.
In 1968 the company moved to London and became one of the most famous British brands. Although production expanded steadily, by the end of the 70s, the demand for Ben Sherman clothing had increased so much that it required the company's management to quickly increase sales areas and build new factories.
In the late 1970s and early 1980s, a relatively new subculture appeared in England, represented by casual football fans. The factions of the new movement were active participants in football hooliganism and adherents of expensive designer clothes. The Ben Sherman brand, which by that time had gained wide popularity among the English working class, became an integral attribute of the casuals image. The fusion of Ben Sherman products with the new subculture was so strong that the British police did not let people in the clothes of this brand into some bars and pubs, for serious fear of brawls and fights.
In 1975 Sherman decided to leave his brainchild. He flew to Australia to properly relax and sort out his personal life. In 1987, Ben died of a heart attack, but the brand he created is still thriving.
But back to the history of the brand. Left without its founder, the company experienced a slight decline in sales. But Ben Sherman is not a label to forget at all. The company is experiencing its new rise in 1979, when the cult British film "Quadrofenia" was released worldwide. This film greatly influenced the views and principles of the new generation of young people who are followers of mods. Also in 1979, the legendary record label Two Tone appeared in British music circles, which caused a revival of the ska culture and a new wave of this style of music. This was followed by the emergence of a new movement of skinheads, who remained committed to the old image and external standards.
What is the secret of such a colossal success of the company? Ben Sherman preferred sunny Australian beaches to London smog, which seemed to once again confirm his life concept, which was embodied in his models.
Sherman's ideas are simple and close to young people who do not think about tomorrow and come off to the fullest. Sherman's motto is close to the youth: lightness and simplicity are the key to success in any activity. It was this style that was chosen by the founder of Ben Sherman for his clothing collections, which allowed him to achieve popularity and stay on the wave of success, turning a small factory into a colossal concern, which is the fourth most popular brand.
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From 2004 to the present, Ben Sherman has been one of the brands of the American company Oxford Industries, which specializes in the retail sale of high-quality clothing from the most fashionable brands in the world. Ben Sherman currently offers several product lines. First of all, it is branded men's clothing. Also, much attention is paid to the women's line and the line of children's clothing. A separate line is the production of fashion accessories.
Marc O'Polo (Mark-o-Polo)
Marc O'Polo was founded in 1967 in Sweden. Then a couple of talented local designers Goethe Huss and Rolf Lind decided to seize their lucky star and create their own brand of clothing in the casual style, which was just gaining momentum. Enlisting the support of their American colleague Jerry O'Sheet, they began to develop their models. The bet was made on youth, so the collections of the new brand included bright colors, and the models were comfortable and discreet cut. The designers considered the notorious Scandinavian quality to be a separate advantage.
And prompted designers to exploits in conquering the heights of fashion, as often happens, His Majesty the case. Once, friends saw a Hindu selling handmade cotton shirts on one of the streets of Stockholm. They liked the soft, pleasant fabric so much that the idea to create simple, convenient, comfortable, but at the same time stylish clothes ripened almost immediately. In addition, Goethe, Rolf and Jerry decided that their products would be made only from natural fabrics: cotton, silk, wool and linen.
Already in 1968, the Marc O'Polo brand launched its debut collection of stylish clothes, which consisted of only three models. But this did not stop them from getting good dividends from their sales. Goethe, Rolf and Jerry later said that they had not hoped for such a success. The products of the young Swedish company immediately began to be in demand, which allowed their creators to enter the German market with their models.
In 1972, Marc O'Polo began creating clothing with its own logo. It all started with ordinary T-shirts, then the logo began to appear on the stylish and comfortable sweatshirts of the new brand. It was the Marc O'Polo company that made sweatshirts a truly fashionable and popular trend, because. before them these garments were not in demand at all. The invention of Marc O'Polo, which also influenced its further success, was homespun shirts, for the manufacture of which the same Indian cotton was used, which once inspired bold designers to create their clothes. Marc O'Polo got off to a strong start, which soon propelled the company to the top of the line in premium clothing.
Also in 1972, Marc O'Polo launched the Campus line, designed specifically for young people between the ages of 16 and 25.
While other well-known brands tried to play on the use of newfangled synthetic and high-tech materials, the creators of the Swedish brand, on the contrary, relied on the naturalness and environmental friendliness of fabrics. And this is appreciated by the buyers. An important role in the promotion of the brand was played by the fact that Goethe Huss, Rolf Lind and Jerry O'Sheath promoted high-quality, comfortable clothes of simple design and thus fell into the stream of the casual style that was emerging at that time.
The popularity of the brand has grown every year, attracting an increasing number of customers. In 1979, the Swedish brand's chain of stores began to spread around the world. Has begun new stage in the development of Marc O'Polo. In 1981, the very first advertising campaign in the history of the brand was held.
In 1997, Marc O'Polo moved from its native Sweden to Germany. The reason for this step was the emergence of a new co-owner in the person of the German businessman Werner Beck, which became the impetus for a new round of brand popularity. The company's product range included shoes, branded accessories, perfumes, watches, sunglasses, underwear and swimwear, as well as stockings and socks. The style of the company itself has also undergone changes: it has become more daring and even somewhat provocative. Not only admirers of Marc O'Polo liked it, but also other customers, which could not but affect the increase in demand and sales growth.
In 2006, Marc O'Polo launches a new line of stylish menswear called "Grey". This line includes specially designed models of comfortable business suits.
Today, Marc O'Polo focuses on the production of women's and men's clothing for people aged 25 to 40 years. The first buyers have matured long ago, and the brand itself has become more solid with them. The company positions itself as premium casual. However, this does not prevent Marc O'Polo from continuing the Campus student denim collection, which was launched back in 1972. Each year, Marc O'Polo releases four collections of branded clothing for each season: spring-summer, summer, autumn-winter and winter. The color accent is blue, white and brown.
Lambretta (Lambretta)
An interesting fact is that the Lambretta brand, popular among football fans, is a world famous scooter manufacturer. And only recently it has gained popularity among European fashionistas.
The brand itself was born back in 1947, and the Italian Fernando Innocenti became its founder. He was born in a small provincial town in Italy in 1881. With age, the boy mastered blacksmithing, which his father earned his living, but the young Italian was not attracted to the rural one. As a result, Fernando went to Milan, with the intention of conquering the fashionable capital of his homeland in the future. At that time, Italy was in desperate need of light transport, and it was in this that the young Italian saw his chance and opened his own scooter factory.
Since that time, Lambretta brand scooters have confidently won their place in the sun and quickly conquered their market segment. Lambretta scooters and scooters have become very popular among the progressive youth of Europe. The company's management decided to go further and in 1971 started the production of shoes under the same brand. The next step in the conquest of the fashion world was the launch in 1997 of his own clothing line.
In 1999, Lambretta launches stylish wrist watch for men and women.
Today, the Lambretta brand is one of the most popular. The company quickly broke into the world of youth fashion and quickly became an extremely sought-after label. This is due to the fact that all Lambretta clothing lines successfully combine classic traditions with sporty style and the most current trends world fashion. The company's products have gained popularity among buyers in 20 countries of the world, and the demand for it continues to grow steadily every year. European youth, who prefer the comfortable and elegant casual style, are happy to wear clothes symbolized by swiftness, freedom and the absence of boundaries.
For the past couple of years, LAMBRETTA has been included in the book of the most famous world brands, which is published in the UK.
Merc (Merck)
The popular hooligan brand Merc was created in 1967 and almost immediately became one of the symbols of the youth style of the legendary "swinging London". The first Merc store was opened on Carnaby street. The boutique immediately became popular with fashionable London youth, as the sassy acid style of the new brand most clearly personified the rebellious mood of the young romantics of the time.
The main criterion for their models Merc designers chose the desire to stand out from the crowd, without regard for morality and outdated prejudices. The popularity of the famous rock band The Who, whose fans included millions of young people around the world, served well for the rise of this brand. The musicians of this team preferred to wear Merc clothing, which could not but affect the tastes of its fans.
Merc is first and foremost British devotion to the chosen style, which has been embodied in the trends of this brand. Merc clothing design has never fit into the generally accepted framework and traditions of world fashion. The company produces tartan-lined polo shirts and harringtons, the famous English parkas, stylish knitted cardigans, cropped shirts with round collars and wide cuffs. Merc focuses on retro style, but in its models it skillfully combines fashion trends from different times, incorporating all the most original and extravagant, creating a unique flavor for a bright personality.
Merc is a true British "casual", a brand with charisma and its own philosophy. Each new collection, which includes lines of men's and women's youth clothing, accessories, fashion bags unusual design, based on its own traditions, bold new solutions and ideas. At the same time, they have both clear lines and real British conciseness, devoid of excessive pretentiousness. Any thing gives its owner confidence and a bright unique style, as if adjusting to the gender of a person's personality.
Competitors of the exclusive brand tried to change priorities, becoming dependent on fashion trends. However, Merc managed not only to stay in the current fashion trends, but for 40 years to maintain its authenticity. As a result, Merc, unlike many other famous and sought-after brands in the world of fashion, remained a private English company headed by its founder.
Lonsdale
The red and blue logo depicting a proud lion striding sedately along the elongated inscription "Lonsdale London" is known to everyone who is fond of the modern fashion industry and the most current brands. Lonsdale is in some way a unique phenomenon in the history of fashion of the 20th and 21st centuries. The famous brand began its history in 1960, when professional boxer Bernard Hart decided to establish his own brand of sportswear. The new firm was named after Hugh Cecil Lowther, 5th Earl of Lonsdale, who pioneered boxing in his native England.
At the beginning, the new brand produced clothing and various accessories for boxing, taking as a principle the pursuit of the highest quality of products and their stylish appearance. The first Lonsdale store was located at the corner of Backstreet and Kernobystreet in London. The opening of the second store took place in 1966 in the city of Brixton. The successful location of the new store has borne fruit. It has been repeatedly visited by both London tourists and celebrities: Madonna, Gregory Peck, Tony Curtis, musicians from the Rolling Stones and The Jam.
Over time, the popularity of the brand increased more and more, and such celebrities of the world boxing rings as Muhammad Ali, Mike Tyson and Lennox Lewis drew attention to Lonsdale sportswear. Naturally, this further increased the demand for the company's products.
In the 1970s, Lonsdale expanded its range with the launch of a line of simple sportswear for those who prefer an active lifestyle. Stylish, comfortable and beautiful products immediately gained popularity, and sports brand stores began to open around the world.
In 1979, thanks to its original style and impeccable quality, Lonsdale enters the Japanese market, where it instantly becomes one of the most bought labels.
IN Lately Lonsdale brand products have become very popular among skinheads, neo-Nazis and football hooligans. This is due to the fact that provocative inscriptions and abbreviations began to appear on branded clothing. For example, "NSDA", which immediately became associated with the abbreviation of the Nazi party of Hitler's times - NSDAP. This had a very negative impact on the company's image and was the reason that the sale of products of this Lonsdale brand began to be banned in many European fashion boutiques. To restore its good name, the company's management decided to hold a series of promotions under the slogan Lonsdale Loves All Colors. Throughout these events, only black models took part in advertising and fashion shows of Lonsdale clothing collections. In addition, the company began to actively sponsor immigrant communities of various diasporas, and also organized large-scale actions in defense of the rights of sexual minorities.
Naturally, the neo-Nazis and skinheads immediately abandoned Lonsdale clothing, and the now restored image of the company began to work again for the famous sports brand. Now the company's products are worn by young fashionistas around the world. Well-known musicians do not lag behind them, which undoubtedly has a positive effect on the popularity of the Lonsdale brand.
We are willing to bet that in your imagination the image of a not very sober person dressed in sports suit in the club colors of the team with a scarf around his neck and screaming furiously in the stands of the stadium or a wandering screaming crowd to meet you along the streets of the city, which must be feared and bypassed on the street.
But you are deeply mistaken. Hulls, as it is customary to call football hooligans in the English manner, prefer to dissolve in the general crowd, they can only be identified by certain things. Among the hulls different countries there is its own fashion and commitment to global brands that produce a "line" of clothing in street style.
How and what do hulls wear?
The palm in football fashion, like football itself and football fights, belongs to the people of Great Britain. It was they who introduced the fashion for casual style, which means "ordinary".
Casual originated from the Teddy Boys subculture and passed through the environment of English fans who tried and are trying to show not only their commitment to the team, but also stand out from the crowd, thanks to stylish clothes sports style. Accompanying teams across Europe, English fans devastated brand boutiques, appearing stylishly dressed in the stands of stadiums and cultivating this image among fans from other countries.
The British prefer local brands
Classic Jumpers, Sweatshirts & Shirts - Burberry
Outerwear is mainly Stone Island parkas and Barbour waxed jackets.
Calvin Klein jeans are one of the main attributes of a true British fan
Fred Perry polo and Ben Sherman shirts
Shoes - White Nike Sneakers
Accessories - Burberry
Beige plaid is Burberry's signature element, which can be used to identify a football hooligan
The style of football fans in other European countries is generally similar to the British. A special passion for the Burberry brand grew into the acquisition of fakes by "hooligans", because of which the reputation of the luxury brand was undermined.
Burberry is an iconic brand with over 150 years of history. This famous brand gave fan fashion a waterproof gabardine, a comfortable and stylish trench coat, as well as a red-black-beige check that has become incredibly popular.
Germany
Scrupulous about quality, savings and maintaining local brands, burgher fans support local producers.
Clothing brands Alpha Industries and Thor Steinar
Lee jeans are the most popular denim brand
Sneakers - Adidas and Puma
The Burberry brand is in favor with wealthy Germans.
Holland
A distinctive feature of the Dutch is a more flamboyant extravagant style. Orange is the official color of the national football team, so it is not surprising that during the games of the national team, the stands of the Dutch are painted red.
Burberry sweaters out of competition
In addition to jeans, the Machine label is preferred, and Decant's strong-cut striped trousers are very fashionable.
Outerwear - black bomber jackets of various brands, which can be turned inside out, made of bright orange fabric
Shoes - sneakers of various fashion brands
For Italians, football is the number one national sport. Fans are called "tiffosi" here. Pizza lovers are quite demanding and scrupulous about the quality of the products they choose. Tiffozi favorites: C.P.Company and Paul Shark
Trussardi and Armani jeans are the most popular.
Sweatshirts and sweatshirts - Cappa and Fila
Shoes - Adidas sneakers, as well as summer light boots
Chic - personalized Versace jeans
Spanish fans work closely with the clubs, which is reflected in the financial support from the club, the payment of travel expenses for fans during away matches. Spanish fans are more focused on affordable prices and convenience than brand promotion.
Blue jeans
Denim combinations "black top - blue bottom" or "blue top - black bottom" are popular.
Club T-shirts
Branded caps Fila, Lacoste, Cappa
Nike sneakers
Burberry baseball cap and black "Double black" jeans from Levi's Russia
We do not have our own hulls fashion as such, such traditions have only recently begun to form. However, there are still tendencies among the Russian movement of football fans. When choosing clothes, preference is given to such brands as Henry Lloyd, Helmut Lang, Stone Island, Paul Smith, Hackett.
Jeans. Any and any company. Preference is given to blue and blue
Shoes. Any white sneakers or heavy shoes from Grinders. But right now the trend in stock shoes is lightweight sneakers.
Tight-fitting sports caps in dark colors, baseball caps
Chic. Any Burberry branded item. The only official Burberry boutique in Russia is located in Moscow, in Stoleshnikov Lane.
fan rose
Rosette or rose is the main and most magical element of fan paraphernalia, his "battle banner". Stretching it over your head is a symbolic and almost mystical act of proclaiming to the world that fan and club are inseparable.
The appearance of the first fan scarves dates back to the 60s of the twentieth century. They were made of thick woolen fabric with stripes, made in the colors of the club. Soon they began to appear in stadiums in Italy.
In the USSR, scarves in the stands of stadiums began to appear in the 80s: at first they tried to make "sockets" from ordinary cotton fabric, on which a colorful pattern was applied. However, this option turned out to be not so practical and scarves began to be knitted: by themselves, who knew how, or to order.
Football hooligan fashion! List of casual clothing companies!
The fashion of football hooligans is very extensive, as the so-called CASUAL style is strong in the near-football movement! I want to note that fashion is one of the reasons for the appearance of so-called fans (hooligans), especially for representatives of green youth, that is, teenagers ... saying the word fashion, I mean not only fashion for fanatics, but fashion as a clothing style (fashion). Previously (10-15 years ago) fan fashion was very rigidly defined - it was a bomber jacket (most likely black), dark-colored jeans, which does not correspond to the current one (nowadays most people wear light-colored jeans) and the so-called shit-stalkers (see the movie A Clockwork Orange). Now the fan representatives participating in the movement wear expensive and quality clothes. Representatives of such brands as STONE ISLAND, CP COMPANY, FRED PERRY, LACOSTE, BEN SHERMAN, BURBERRY are especially well-known, they are the most popular in the world. The new style of clothing was called footie casual and was based on such brands of expensive and sportswear (and not only clothes) as Sergio Tacchini, Cerrutti, Ellesse, Fila, Diadora, Kappa, Lacoste and Adidas as well as golf clothes from Lyle & Scott, diamond-patterned sweaters from Pringle. A little later, British fans began to travel, accompanying the club or national team, to Europe, where they paid attention not only to bars and stadiums, but also to boutiques.
New more expensive and elite brands have been added to the wardrobe of football ultras: Stone Island, CP Company, Burberrys, Aquascutum, Timberland, Ted Baker, Hackett and Paul Smith. Other brands loved by the brave guys include designers such as Ralph Lauren Polo, Stone Island denim, Lacoste, Pringle, Timberland, Iceberg, Paul Smith, Helmut Lang, Clarks, French Connection, Prada Sport and Mandarina Duck.
When it comes to shoes, fans usually pay attention to white velcro wheels, such as famous brands like ADIDAS, DIADORA, NIKE and many more.
Sergio Tacchini
Stone Island Denims
Thomas Burberry
Soon the list of Fanava clothes will be replenished with a new number of companies!
| Updated 02 Feb 2014. Created 19 Mar 2010 | |||||||||
What associations do you have with the phrase "football fan" or "football hooligan"? Most often, a drunk teenager in a tattered jacket, heavy combat boots and a football scarf comes to mind.Indeed, the first football fans were drunk, unwashed and poorly dressed, because England gave birth not only to football, a favorite male pastime, but also taught to fight because of it. However, in the 1980s the situation changed. Hooligans from Foggy Albion turned their attention to fashion.
Given that average age hooligan, unlike Russia, is 28-40 years old in Britain, many had a very high social status and could afford to be fashionistas. Many men have made a career and make good money keeping football fights as a hobby, because adrenaline is also a kind of drug.
The new style of clothing was called footie casual and was based on such brands of expensive sportswear and not only clothes as Sergio Tacchini, Cerrutti, Ellesse, Fila, Diadora, Kappa, Lacoste and Adidas, as well as Lyle & Scott golf clothes, sweaters with ornaments in the form of rhombuses from Pringle. A little later, British fans began to travel, accompanying the club or national team, to Europe, where they paid attention not only to bars and stadiums, but also to boutiques.
New more expensive and elite brands have been added to the wardrobe of football ultras: Stone Island, CP Company, Burberrys, Aquascutum, Timberland, Ted Baker, Hackett and Paul Smith. Other brands loved by the brave guys include designers such as Ralph Lauren Polo, Stone Island denim, Lacoste, Pringle, Timberland, Iceberg, Paul Smith, Helmut Lang, Clarks, French Connection, Prada Sport and Mandarina Duck.
However, this list can be replenished with any brand that is distinguished by its original, but practical cut and high quality, as well as the price.
The radical casual style of Stone Island and C.P.Company came into fashion in the early 80s, "bribing" English football fans with its novelty. Monofilament nylon, steel threads, multifunctional design - only a small part of how SI differed from other brands that stood at the origins of the hooligan movement. In addition, Stone Island was less affordable due to the "obscene" price for the guys from the working outskirts.
Therefore, an olympic shirt or a jacket with a branded patch on the sleeve meant obvious superiority, making it possible to stand out from the rest.
Massimo Osti, the founder of the brand, designed collections for Stone Island and C.P.Company, inspired by the rare uniforms of military and factory workers.
His idea of "practical clothing" was realized in a specific cut, the use of technical materials, ensuring maximum comfort and durability. According to the fans, Stone Island jackets managed to "survive" even after the most serious troubles and remain in "good shape" for many years.
Looking at visiting fans and adopting their style and habits, keep an eye on your appearance started and European fans.
If we try to make a portrait of a football hooligan, we get something like the following picture: a baseball cap, a knee-length coat with a fur hood, a short down jacket or a designer coat in cold weather, a vintage sweatshirt, a kangaroo jacket or a diamond pattern sweater, a polo shirt, stylish jeans, except for pipes, white vintage sneakers (most often with Velcro).
Checkered colors of Burberrys or Aquascutum are popular on the collar of a T-shirt, baseball cap, scarf. The hairstyle is short and neat. Fashion has become a way for casuals to declare the uniqueness of their subculture and dissociate themselves from ordinary fans in scarves and clown hats.
In addition, it turned out to be an excellent means of disguise from law enforcement, who least of all expect hooligan actions from expensively dressed decent young people without the standard paraphernalia of a sports fan.
These young people, also called top boys, flood the best club parties in the company of the most beautiful women. Which is understandable, they know how to make money, spend it beautifully and can stand up for themselves and their girlfriend. And the sense of style does not change them for a minute.
In Russia, there are also casual gangs that are not inferior either in style or in fighting qualities to their European counterparts.
Among their members there are both intellectual ideologists and simple fighters living in residential areas. For all its focus on fashion and passion for consumerism, casual culture is quite democratic.
If you have proved your fighting and moral qualities, both in equal and unequal battles, and near-football for you is something more than an opportunity to scratch your fists - welcome to the world of casual. Journalists of glossy publications, successful PR people and businessmen, residents of pretentious clubs coexist in gangs with bank clerks.
In Russia, clothes from C.P.Company and Stone Island turned out to be popular not only in the “near-football” environment. Millie Miglia raincoats, warm patched jumpers, Stone Island Denims t-shirts and trousers have found their way into the wardrobes of those who, day and night, do not get out of formal classics like Kiton.
For "money tycoons", tanned dudes and fashionable playboys, the "military glory" of Stone Island does not play any role. They pay for something else - for conceptual Italian casual, first-class clothes for outdoor activities. Thanks to powerful charisma, the Stone Island brand managed to unite "subculturists" and successful businessmen under one logo.
Yana Shupikova
http://integrum.ru
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We have always been partial to fan styles, the styles used by football fans. Our respected contingent, which valued and appreciates freedom, fashion brands and self-identification in this environment.
Many of our customers, however, believe that fan style is something that began with rolled up jeans, bombers and suspenders, gradually grew into ultras culture and casual. A kind of journey from the 90s to the 00s.
Meanwhile, the corporate fan style in the Union was formed probably even earlier than the style of other informal movements. Unless dudes and hippies surpassed him in time of occurrence. Like all Soviet informal culture, the fan style aimed to deliberately and defiantly emphasize its adept.
The first striped scarves appeared in 1972, their first wearers, slightly familiar with the subculture of Western fans from rare magazines, began to knit and wear them as a support element, as they are now. Later, everything was transformed into an element of challenge, because already in the mid-70s, the culture of fans began to be persecuted by the authorities.
The wearer of a striped scarf, and later a striped sweater in the colors of a pulser, a zebra, putting them on himself, pronounced a sentence on himself. It was impossible to take off the scarf voluntarily, this meant a stain of shame on the podium. In the paraphernalia, a fan of the 70s and 80s had to drive all the circles of hell to the stadium without removing the regalia for a second. Think about it, a 3-5 meter scarf of grandma's or Mikhnev's coarse knit had to be proudly carried throughout the city, cities, metro, pre-stadion territory, despite neither the cold nor the 35-degree heat.
In addition to a scarf (roses, rosettes) and a pulser, analogues of European baubles were an attribute of fanaticism: a panama hat, which was painted in colors with pens, ties, for which one could suffer, because real pioneer ties were cut. In addition, ribbons were used for clothing. The diversity of the 70s and 80s was quite large, although it seems that the gray Soviet life extinguished everything. But no, there were also badges and bags with club emblems. They became popular mainly in the capital in the early 80s, because with paraphernalia it was possible to take the metro, but at the stadium everyone was wrapped in flowers by cops. However, they could not let even with a small badge.
A special role in the culture of paraphernalia was played by flags, which were strictly divided into relatives, flags of societies that removed from competitions, stole, in short, and self-made guns - those that were sewn by the fanatics themselves, mainly, of course, grandmothers and mothers. 
As for brands, perhaps the most fashionable were people who, by any means, got Alaska jackets, club jackets and all sorts of crap with any foreign inscriptions in commission shops. Sometimes the owners of a fashion item, who got it from the irons on the Arbat, did not even know that they were advertising dog food or a farm in Milwaukee.
But their mods were already in the 80s. The torpedoes, Dema and Duduy, and the Spartak swindlers, among whom, as I remember, Velvet stood out, have already demonstrated their level. For the rest of the fan movements, the style of clothing almost did not matter. And here's why: the basis of the movement of those years was the exit, with its mud, entry into trains without tickets, dog trips, riding almost on the roof of the train.
By the end of the 80s, the fan style had become more settled. The legendary knitting factory in Mikhnevo set the standard for all movements, only the colors and lengths of the scarves differed.
In the 90s, Eurostyle began to penetrate into Russia, back in the 80s foreign fans came to the Union, and Russian ultras became more like decent people.
Of course, 1992-94 completely reformatted the whole fan style. From a means of shocking, the clothes of the fans became in many ways a uniform, and the fan brigades themselves began to resemble small armies, equally dressed in bombers and heavy boots ( Dr. Martens or Grinders ) of people. In addition to the obvious influence from the booms and various skinheads, the bomber style still had a practical character. He did not rush in a fight, did not get dirty when the fan climbed into the train car through the rubber, it was possible to lay out drinks and snacks on it, the blood was easily washed off the bombers.
The first fashionable attempts, which began to be promoted mainly by army men, Spartacists and skinheads, began to be determined in the mid-90s. I remember how many laughed at the seemingly ridiculous combination of dark clothes and white sneakers. As well as the first grinder in 92 was called the shoes of the clown Popov!
Nevertheless, the bomber-style lasted in Russia probably the most, almost until the early 2000s. Of all the crowds, Spartak flints and army KIDS stood out as fashion brands, and Fan Doctor became a style icon to a certain extent.
By that time, fan fashion has already transformed from a simple attack, outrageousness, uniformity, to the actual social identity of the wearer. Fredd Perry, Londsdale, Burberry, Stoyne Island, fit into a new subculture ideology that made a swift leap away from anything, averaging, showed the ability of a fan not only to earn and have a good job, but also to apply the style correctly.
Desperate maneuvering between expensive style and the fashion of the 2000s for endless, often unjustified manifestations of violence, led to the fact that colors left fanaticism, but brands remained, according to the most insignificant and sometimes barely visible signs, the parties determined their own - others in the crowd of adherents .
2000 - departure from the flowers - problems with the police, the appearance of a proper English casual style that came to us from the UK in the 70s and 80s thanks to the fans of Liverpool and Motherwell. There were books by cult PF writers Dougie Brimson, John King, Nick Hornby, Irvine Welsh, ID movies, the firm, the football factory, and Green Street hooligans. During these years, fan magazines flourished, the first of which, of course, was the army Russian Fan Vestnik.
The first fan clothing stores appear in Russia. Popular firms are Lacoste, Fred Perry, Ben Sherman, Henri Lloyd, Lambretta, Merc, Adidas, Lonsdale and many others. Fans have grown up - those who are older dress in more expensive and prestigious Stone Island and Burberry.
Further, at the end of 2000, the emergence of right-wing German brands in Russia, which again return part of the subculture to the topic of brand outrageousness and responsibility for a specific label, for which its owner is ready to answer. Among them is Thor Steinar, which became an element of confrontation with representatives of the left scene and a special position in terms of his own brutal identity. Popularization of New Balance sneakers in the fan environment, distribution of small English brands Weekend Offender, One True Saxon, Three Stroke, Peaceful Hooligan and others, conditionally promoted by the former English hooligans themselves.
The attempts of many casual brands to abstract away from football-related topics - Stone Island, Barbour, Burberry and the emergence of a wide range of good street wear brands from Europe and the USA, which are also becoming popular among the fan community.
Two opposite things are happening at the same time: on the one hand, fans are taking back regalia, scarves and elements of ultras culture, and on the other hand, part of the fan establishment is averaging itself with popular sportswear. Since there is a shift in the interest of young people in the direction of sports. Popular are Everlast, White Rex, boxing and mix fighter brands, sneakers Nike, Adidas, New Balance, Onitsuka Tiger, etc.
There are excellent books "Casual" by Phil Thornton about the hooligan movement in the UK in general, dedicated to clothing and lifestyle called "casual". Dressers is a book about Motherwell fans who were casual icons in the 80's with colorful illustrations from many casual brands.
In Russia, clothes are available from almost all manufacturers whose clothes are worn by football fans all over the world, and a large selection of them is provided in Street Story stores.
Decent clothes at a fair price!
This is how we tried to educate you about the fan fashion that was, is and will be, as well as football will always be!
