EDY PIRO

Business Owner and Ex-Paninaro.

‘Paninaro is a subculture that started in the early 80s in Milan. It reached all of Italy in the mid 80s. It became a fashion movement, which we as teenagers wanted to be identified with.’

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‘The 70s and 80s was a very dark time in Italy with lots of terrorism and stuff like that, especially in Milan. We saw our brothers and cousins being very involved in politics. We didn't want all that. We just wanted to have fun and be more superficial about everything, driving around on our Vespa’s and dressing up in expensive clothing.’

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‘Moncler was an icon for the Paninari. You had to have Timberland boots, an El Charro belt, Levi's jeans, and a Moncler Jacket. That was the uniform.’

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‘In 1984 the first McDonald’s in Rome opened but you can understand how Italians are very linked and attached to their food culture. So seeing a fast food chain opening in Rome was literally was like the devil coming in.’

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‘The Pet Shop Boys came to Milan for a concert in 1982 and the singer of the Pet Shop Boys was in Burghy eating a burger wearing a Paninaro jacket. And one of the skinheads, a metallari, came past and hit him and said a swear word. And the singer thought what does he want? So he asked around why did you call me names? And we said it's because he thought you were one of us, a paninaro. Anyway he went back to England and wrote a song called Paninaro which I’m sure you know.’