Largely comprising gay men, the scally fetish centres around a style and demeanour associated with a British working-class subculture known as chav or, in Northern England, scally. Originally, chavs and scallies were demonised, however, gay scally lads embrace the subculture in sexual encounters, placing onus on sportswear, tracksuits, sneakers and, in some cases, stereotypical chav behaviour.

Pornography dedicated to the fetish emerged in the early 2000s pioneered by Rudeboiz and Triga Films, and club nights, including Fitladz, cater to the scene. The community also uses Facebook groups and Instagram to connect, and the fetish finds its international counterparts across Europe: in Germany, proll, in France, kiffeur.