Between the ’60s and ’70s, Bologna was a cultural centre, infused with a thousand different influences from art to politics. The cross-sectoral contaminations of that era became part of the nature of C.P. Company. The brand products evolved, not just aesthetically and technically but also as a cultural medium able to reflect external changes. A new functional aesthetic emerged, today referred to as "sportswear". In 1971, Osti founded Chester Perry, focusing on graphic t-shirts and experimenting with fabrics and treatments. The brand reflected his passion for comics and communicative approach to clothing. In 1978, Chester Perry became C.P. Company, enabling Osti to create avant-garde collections with new shapes and colour use. By employing innovative techniques like garment dyeing, which created a distinctive aged effect, Massimo Osti’s creations stood out as truly unique and unlike anything else. In the late ’70s, the Casual subculture emerged on British football terraces, characterized by its embrace of Italian brands discovered during European travels. C.P. Company quickly became a key reference, with iconic pieces like the Goggle Jacket symbolizing the movement. By the late ‘90s and early ‘00s, the jacket had solidified its status as an emblem of Casual culture, extending its influence beyond the UK. Over time, this connection reached cities like Marseille, as documented in Enrico Rassu’s 2022 reportage, “Marseille, Safe and Sound”.