When Charly García and Fiorucci ushered in the sponsorship era in national rock at Ferro in 1982

Anyone who has not had this experience will fall very deeply, regardless of gender, taste or origin. Fiorucci. Snowy jeans, stonewashed, homemade, made in Argentina, but at an eccentric dollar price. Luca Prodan I hated her and Charlie García They were afraid. The two of them incorporated the brand into songs, each individually.

Charly was initially angry with Fiorucci, he demanded that they remove all advertising from the stadium pants. “Take away all the pieces of paper, otherwise I won’t play,” he threatened, completely ignoring the meaning of the word “sponsor.” End of 1982. “Daniel Grinbank He tells me: Charly wants to remove any brand presence from the show. You have to talk to him. And he explains the problem to me: the journalist Clarion Sibila Camps made a report and asked him why he had sold out to Fiorucci. Charly was overwhelmed by the comment. “Go talk to him,” Grinbank asked me. And I left.”

Jorge FuriaFiorucci’s advertising manager, is a key figure in this story. He was previously manager of Polifemo, a band in which David Lebón played, and “secretary” of Litto Nebbia. “George” for friends. Directly and involuntarily responsible for the emergence of the first moment of incipient antagonistic urban tribes: Chetos versus browns. Luca Prodan hated the Chetos and therefore wrote that he sang contemptuously “Men embedded in FioruccYo” (The blonde idiot).

García, so far away from that Say no moreHe was obviously too hippie for such superficialities, or too superficial to be a hippie. The truth is that Fiorucci appeared as a sponsor of the former Sui Generis show in Ferro (also Lycra), the 50 meter long stage show with a projected image of Manhattan, its skyscrapers and its illuminated windows. The performance that explodes in pyrotechnics when presenting the theme Don’t bomb Buenos Aires. To this day, this intervention functions as an unforgettable poetic manifesto.

But we were with Charly, who said “no, no, no” and Furia, who walked up to the musician, pulled up a stool and told him: “But Charly, we are an Argentine company trying to assert ourselves in the market. Nothing more.” We invest money in your concert because you are a character. What’s wrong with that?”

You have to locate yourself in time and space. Neither Luis Alberto Spinetta nor García were used to working like this. El Flaco was impossible in these matters, and he was so almost until the last day of his life. He hated any product that used his image. “It’s impossible to work with him,” an artistic producer who made him a lot of money once told us.

From the 80s onwards, Fiorucci was the first brand to communicate differently. They even had an exclusive line for women. “We feared he would be in the queue of artists, models and people we would now recognize as influencers.” The Baggi fashionimposed by Elio Fiorucci From Italy it was the goal. “People were asking astronomically for Baggis. We sold forty thousand Fiorucci Baggis in a month. 50,000 in two months,” he will say Carlos Volodarskythe first owner of the brand in our country.

In a pink limousine, Charly and the musicians of his band enter the stage on Ferro-Platz. pool evening, a barbaric heat this Sunday, December 26, 1982 which served to formally and pyrotechnically enable García to make his formal entry into the solo stage. He presented that day Go from bed to living room.

It was the first concert by a single national rock figure in a stadium. Planned as a comprehensive exhibition, under the artistic direction of Renata Schussheim. Nails 25,000 people They came to Ferro Field to see the man with the two-tone mustache.

Going from the bed to the living room, disarming and bleeding, angelic pubic hair, maybe why, don’t cry for me, Argentina, Hipercandombe, I don’t want to go crazy like that either Collective unconscious were some of the songs heard that evening in the Caballito neighborhood.

With Summer Showers, the event organized by a man who began to appear in society, Daniel Grinbankstarted with Los Abuelos de la Nada and Suéter as support bands.

“The day the show was filmed, I was at the Mangrullo with Luis Alberto (Spinetta) and it started to rain, after which I thought that nothing would happen because everything would get wet and nothing would explode. So along with the rain came my tears of despair and sorrow. The thing is that it worked and.” everything flew through the air. It was crazy. “The guys who were playing saw the scenery collapse and were very surprised themselves,” said the performer. Renata Schussheim.

Charly accepted, that is, he understood what a jeans brand wanted that didn’t ask him to do anything in return, not even to wear these pants. The rain had blown away the small flags that were placed on the ground in the field. The sponsor had innovative but precarious resources. García then did something completely unexpected: “He said thank you on the microphone and.” The single and naive mention of Fiorucci led us to sell from 140,000 to 200,000 jeans in a month. All thanks to this welcome“, they remember the former of the brand.

From then on, Fiorucci’s job was to install the brand on all the asses worth it, be they artists, models or people we would recognize as influencers today. They never advertised in traditional media. They presented themselves as novelty. They made crazy moves. The Moorish festival (Casapueblo, 1986) was an event for more than 10,000 people with two Boeing 737s carrying hundreds of artists and journalists from Buenos Aires to Punta del Este.

Through 22 songsCharly said goodbye to a stage that touched on a part of his past Sui Generis, Serú Girán and The Bird Making Machine. He had Nito Mestre and Pedro Aznar as guests. Mercedes Sosa was also there, and Spinetta was expected, but she could not get on stage from Mangrullo, the place where the concert was supposed to take place, as Charly himself later said. The concert’s greatest impact was the allegory of the recent Malvinas War and a shower of pyrotechnics that destroyed the painted cardboard metropolis.

A year later, Charly himself made fun of everything that happened to him, the first official sponsor of National Rock and a song called Transas (He got tired of making protest songs and sold out to Fiorucci.). Like the dinosaurs, the trouser brand will disappear in the 2001 crisis.