Our story

Our grandparents had nothing but gave us everything.

Hardcore Italians is an Italian-American family business from Chicago. We've been at it since 2011.

Giuseppe and Adeline Scarcello on their wedding day
2011Started by a father and son
1.2M+Facebook followers
1M+Instagram followers
$30,000+Donated to good causes
Our grandparents with their grandkids

1949

Giuseppe and Adeline

My grandfather, Giuseppe Scarcello, left Calabria for a better future. He met his wife, Adeline, and they started a family in America.

They worked hard labor jobs that paid very little. They barely understood English. Italians were looked down upon and it wasn't easy.

They never complained. All they cared about was their children and their grandchildren.

2011

A Facebook page and a shirt or two

We were raised to be proud of it. Our school sandwiches were soppressata on Turano bread, not PB&J. We talked with our hands and we were loud.

That pride led my father to start a Facebook page for Italians. He'd sell a shirt or two on eBay and we made posts for fun.

That's my grandfather in the video, wearing one of the first Hardcore Italian hats. They had no money, and he still handed me a $20 bill every time I visited.

All in

Their sacrifice wasn't going to waste

I wanted their story to live on. So I quit my job and went all in on Hardcore Italians.

I put all the money I had into merchandise, a warehouse, employees, whatever it took. It was a shot at the unknown, just like they took when they left Italy.

We still run it as a family. We bust our culos to make it happen.

What they taught us

The values we were raised on

01
Family FirstFamily is everything; we stand by them through thick and thin.
02
HumilityEmbrace modesty and remain grounded in all situations.
03
GratitudeFind joy in life's simple pleasures and be content with what we have.
04
Work EthicGive your best effort in all endeavors, no matter the task.
05
Generosity and WarmthOpen your heart to others and leave a lasting positive impact.
06
LoyaltyStand strong with friends and family; betrayal is irreversible.
07
No ExcusesOur ancestors sailed to America driven by the pursuit of a better life. Embrace their spirit and always find a way.
08
FaithPray for strength, cherishing each moment, in good and bad times.
09
HonorOur reputation is sacred; we strive to be dependable and respectable.
10
Preserve TraditionsLearn from the wisdom of older generations and pass down cherished traditions for future generations.

Community

Part of this community, every year

We work closely with Italian-American organizations, throw events and keep showing up. We're working to do right by this community, and we're keeping it going.

St. Joseph's DayEvery year we give to St. Joseph's Day tables and organizations.
Breast cancer awarenessWe donate every year.
Pasta for the PoorThis year we're donating literal tons of pasta.
Events and organizationsWe throw events and work side by side with Italian-American groups.
COVID-19 relief in Italy$17,000 donated through the Italy Strong tee when Italy needed us.

Wear It Proud.

Thank you to all of you who show your support. It truly means a lot to our family. We hope you feel a part of our famiglia.

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