The second half of the twentieth century was a very turbulent period as far as fashion consumption is concerned. From the end of the 1960s in Western societies young people had emerged as a new kind of consumer, demanding a more informal and less classic clothing style. It was young people who gave the first push towards the differentiation of clothes which was to symbolise and send a message of strong opposition to the conformist adult way of living (and dressing). As a matter of fact, from the 1970s onwards clothing for young people became an autonomous and rapidly increasing market calling for a greater segmentation in supply and the development of different styles