The iconic Burberry check. A symbol of British heritage, of refined elegance, of timeless style. But for a period in the early 2000s, this same check became inextricably linked with a very different image: the "chav." This unexpected juxtaposition sparked a cultural phenomenon, forcing Burberry into a rebranding exercise and leaving a lasting mark on the perceptions of both the brand and the social group it became associated with. This article explores the complex relationship between Burberry and the chav culture, examining its historical context, the reasons behind Burberry's rebranding efforts, and the lasting legacy of this unlikely pairing.
When Was Burberry Established? A History Steeped in Heritage
Before delving into the turbulent relationship between Burberry and the chav subculture, it's crucial to understand the brand's history. Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially a tailor and outfitter, Burberry quickly gained recognition for its innovative fabrics, particularly its gabardine, a tightly woven, waterproof material. This innovation proved invaluable, particularly for military applications, and Burberry gained prominence as a supplier of outerwear to the British Army. The iconic Burberry trench coat, born from this military association, became a symbol of practicality and durability, its design refined over decades into a classic piece of outerwear.
History of Burberry Checks: From Practicality to Status Symbol
The Burberry check, specifically the Nova Check pattern, is arguably as iconic as the trench coat itself. However, its origins are less glamorous than its later association with luxury might suggest. The check's introduction was primarily functional. Initially used as a lining for coats, it served as a discreet yet identifiable mark of authenticity, preventing counterfeiting. The distinctive pattern, featuring beige, red, black, and white hues, wasn't initially intended as a prominent design feature. It wasn't until the mid-20th century that the Burberry check began to emerge more prominently, adorning outerwear and accessories, gradually transforming from a subtle marker of quality into a recognizable status symbol. The Nova Check, with its intricate interlocking pattern, became particularly associated with the brand, solidifying its place in fashion history.
Burberry Check Print History: A Rise and Fall (and Rise Again)
The Burberry check's journey is a fascinating study in branding and perception. Throughout much of the 20th century, the check represented quality, durability, and a distinctly British style. It was worn by royalty, celebrities, and those seeking reliable, well-made clothing. However, the late 20th and early 21st centuries saw a shift. The check, readily available on a range of affordable items, began to lose its exclusivity. This accessibility, coupled with other factors, contributed to its association with a particular social group.
Burberry Chav Culture: The Unlikely Pairing
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