 The phenomenon soon became known throughout Italy and led to the birth of magazines, films and television parodies.In the early 1980s the areas of Milan were frequented by groups of young people with their own rules and styles such as metalheads or goths.Within this context, a fashion developed, along the lines of the others due to the need to underline the belonging to a specific group, made up of young adolescents or slightly older, who met at the local area of Piazza San Babila, coding a its own vocabulary and its own style based on the ostentation of very expensive designer garments but which was at the same time affordable for everyone thanks to a market that, caught the new fashion, began to provide at affordable prices what is necessary to conform to the new style.