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[cheapbag214s]

bloc icons win new status
At Budapest's WestEnd shop­ping mall, trendy young Hun­garians snap up boldly colored Tisza sneakers in the brand's upscale store. Under Communism, Tiszas were cheap,[link widoczny dla zalogowanych], of poor quality sneakers for that masses,[link widoczny dla zalogowanych], designed to quench young Hungarians' appetite for Nike and Adidas athletic shoes in the capitalist side of the Iron Curtain. The shoes are not only back in production, they've become the retro-chic footwear of choice for Hungary's trendy youths,[link widoczny dla zalogowanych], who eschew global brands in favor of a home-grown icon of an economic and political system handful of them can remember.
Seniors purchase the products for nostalgic reasons,[link widoczny dla zalogowanych], based on Kofola spokesman Martin Klofanda in Prague. "People remember Kofola from the old times, when we were very popular," he says. "Parents teach their children about this,[link widoczny dla zalogowanych], which is why we will compete with the large brands from the West."
In Slovakia's capital, Bratislava, young people keep tabs on which hangouts provide the best Kofola on tap,[link widoczny dla zalogowanych], which is a few freshness and maintaining the correct degree of carbonated water within the mix. Mr. Szalai says the drink is really popular that "going out for any Kofola" is now shorthand for spending time with friends inside a cafe.
Ostalgie can also be fueled by a a reaction to the homogenizing tendencies of globalization and European Union membership, says Balazs Frida, a Budapest-based anthropologist who studies Ostalgie.
"There is really a feeling of disappointment using the changes after 1989," he says. "Both the right and also the left are talking about Americanization, Westernization, and cultural homogenization. Something like Tisza shoes is embraced because it's retro, it's Hungarian, and it's also an argument against the big corporate brands."
Not every decades are missed
The nostalgic feelings will also be limited to the 1970s and '80s,[link widoczny dla zalogowanych], a time when most East European regimes were liberalizing, allowing citizens greater freedom to get consumer goods,[link widoczny dla zalogowanych], travel, and even voice mild criticism from the state.
"You could say and browse that which you wanted in the last four or five years of the dictatorship," says historian Maria Schmidt, director of the House of Terror Museum in Budapest, which documents the abuses from the Stalinist period, when life was grim and citizens lived in constant fear of the secret police.
"There's nostalgia for that '70s and '80s, and it's pretty good to possess good memories and appear back at the movies and music of one's youth,[link widoczny dla zalogowanych]," says Ms. Schmidt,[link widoczny dla zalogowanych], an outspoken critic of the Soviet-era regime. "Nobody in Hungary is nostalgic for the period from 1944 towards the end from the 60s. Those were the darkest days."
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