How Diadora Became An Underground Status Symbol Among UK Casuals

Our latest film, produced in close collaboration with @diadoraofficial and original members of the scene, looks at how Diadora went from being a undiscovered label in Europe to one of the coveted underground status symbols for UK football casuals. Read more on the story here: http://hsnob.co/3u7nf #Diadora70th ​#Diadora

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Comments

Zen says:

Thats so sick the way they brought them back from european away days

Phil.T.McNastee says:

Casuals=mods

Restless Mind says:

Nike, only Nike

saifulizhan says:

I loved diadoras. They were well built in those days. Now their quality has gone down after they stop making them in italy. Not just the shoes but the track suit of some great italian design that no other brands of that time could offer. Now everything they produce are rubbish. Bought a diadora sport shorts a few months ago and within a month there were holes in both pockets.

TheMisanthroPunk says:

This type of clips means subcultures are not a threat anymore. Just a way to make money on wannabe tough kids

syaid faizal says:

In my local sporting shop diadora sitting sad in the lonely back corner. Cant even rival skechers

JohnSmith says:

Diodora, gathering dust in a sports direct near you

Lagkage Guldager says:

Great video, what more can be said honestly.

pedropepperoni says:

feels like an ad and not factual.

Luca Bellesi says:

What is the song played in the background? It’s great!

Andres Zavala says:

As someone who wants to know who this is or what he impacted, this video was poorly put together. It introduces to many things to quickly and they don’t seem to string together well.

Ian Gavin says:

HEY UP CHRIS 1 DAY YOU AND YOUR LONDON FACES WILL TALK ABOUT YOUR 1 OR 2 OR NONE VISITS TO OLD TRAFFORD I WAS THEIR WHEN THE WEST HAM GOT CAUGHT IN THE SCOREBOARD PADDOCK I CLOCKED THEM ON WARRICK RD NO SCARVES 25 STRONG I COULD NOT BELEIVE IT WHEN THEY WENT IN THE PADDOCK HOME OF THE COLLYHURST MOB AND WYTHENSHAWE MOB 500 STRONG BUT ALL LATE COMMERS COZ MOST WAS AT STATIONS OR PUB THIS WAS AT 2PM AND I STOOD BEHIND THEM AND WE ALL HEARD OUR KING COMING UP THE STAIRS UNNNNITTTEDDD OUR OWN GRIZZLEY GEORGE LYONS I RAN UP AND TOLD GEORGE WE HAD ALIENS ME AND HIM WALKED DOWN AND STOOD BEHIND THE 25 THEY TURNED ROUND AND THEY KNEW THEY HAD A PROBLEM THEN HAS ONE THEY RAN FOR THEIR LIVES THEY REALISED THE HARD WAY IT WAS ONTOP ALL THE BARMIES AT THE BAR WANTED A PINT OF BLOOD INSTEAD SO CHHHARRGGGE THEY GOT A FEW DIGS ONLY DIBBLE SAVED THEM ALSO I WAS THEIR WHEN WEST HAM LEFT 10 MIN EARLY A FEW YEARS LATER 20 STRONG V 20 STRONG SMACK SMACK WE PUSHED THEM BACK SMACK SMACK THEY ARE NOW GOING BACK END OF WE WANTED IT MORE AND WE GOT IT END OF AT THE TOP OF WARRICK RD WAS GARDNER HIDING BEHIND COPS SO BIG PENN I NEVER SAW YOU AT OLD TRAFFORD SO MAYBE YOU WAS A BIG DAFT LOCAL HERO OK CHILL BIG GAV MUFC

West Side is da best says:

“Hooliologist” lol

grizcuz says:

I hear a lot of cockney accents, but not a single representative from the people that started it all: Scousers and Mancs!

David Lennox says:

Ah fucking love Fila

fiercey1 says:

Looks like Ray Winstone on that vespa

Ally Sharif says:

Where I’m at we mainly loved their football boots. Great stuff. Not so much into their clothes,casual shoes

Ekawa Taiei says:

Still my favorite sneaker brand period.

BIGD_OSpinner says:

Not from the UK, but I got me some Diadora’s… great sneakers… I rock what I like, fucka brand status… Diadora makes great lookin sneakers… simple as that.. But the history is fascinating.

Alberto Scagliarini says:

I did not believe that Diadora shoes were so popular outside Italy.
I remember when I was a kid and a teenager in late ‘80 and early ‘90 that everyone wanted Adidas and Nike.
Diadora were used mainly to play football and marathon.
It’s true nobody is a prophet at home!

NICOLA GARRETT says:

Dj KELLY B..YES..ISLINTON TOPBOY.

bernadette wigfield says:

i thought only gypsys wear this shit diadora is a load of crap wat smack heads wear

ianmedium says:

I love how these people thought themselves as individuals but like all subcultures they were just sheep afraid to be individual.

The Dogs says:

Love It

TheDriftingsmoke says:

old people

R69NiX says:

Casuals = smartly dressed Chavs.

brendon lay says:

Casuals and no stone island?

cit2braine says:

Sad old chavs whose moment of glory was smashing someones skull on a curb back in 1983. Pure trash.

Rian Rian says:

At least they keep the price cheaper..

MrSETCOMS says:

Un Chile… Diadora Gildemeister (local tennis hero)

nur hamizan says:

my father is diadora lover

Rogger Penguin says:

I saw this as an ad originally and it was better than the main video

Muris Halilovic says:

In Yugoslavia we had similar brand YASSA (Jugoslavenski Asortiman Sportskih Artikala) but never exploded into the world.

Alex Delgado says:

I wore diadoras in the early 90s as tennis sneakers when Mark Currier was the face of them.

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