Burberry. The name conjures images of refined British heritage, trench coats whispering tales of wartime heroism and aristocratic elegance. Yet, for a significant period, the iconic Burberry check was inextricably linked with a very different image: the "chav." This jarring juxtaposition raises complex questions about brand identity, cultural appropriation, and the power of association in shaping public perception. Understanding this phenomenon requires exploring Burberry's history, the evolution of its check pattern, and the social dynamics that led to its association with a specific subculture.
When Was Burberry Established? A Legacy of Quality and Innovation
Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially a draper, Burberry's innovation lay in his development of gabardine, a durable and water-resistant fabric that revolutionized outerwear. This innovation, coupled with Burberry's keen understanding of practical yet stylish design, quickly established the brand as a purveyor of high-quality, functional clothing. The iconic trench coat, born from the need for practical yet stylish outerwear for soldiers in the First World War, solidified Burberry's reputation for both quality and resilience. This early history, steeped in practicality and a sense of British national identity, is a stark contrast to the image the brand later acquired.
History of Burberry Checks: From Subtle Elegance to Controversial Symbol
The Burberry check, a distinctive pattern of beige, black, red, and white (although variations exist), didn't emerge immediately. Its origins are somewhat shrouded in mystery, but the design solidified in the early 20th century. Initially, the check was a relatively subtle element, often used as a lining or a discreet detail on the inside of garments. This understated use reinforced the brand's image of understated luxury and quality. The Nova check, a variation featuring a smaller, more intricate design, was introduced later and became equally associated with the brand. The evolution of the check's prominence mirrors the shifting fortunes and image of the brand itself. While initially a subtle marker of quality, it eventually became a highly visible and, for a time, controversial emblem.
Burberry Check Print History: A Rise and Fall in Social Status
The Burberry check's association with the upper echelons of British society solidified throughout the 20th century. It adorned the clothing of royalty, celebrities, and the aspirational middle class. However, the late 1990s and early 2000s witnessed a dramatic shift. The check, readily available on a range of products, became a significant symbol within certain working-class subcultures, particularly the "chav" demographic.
Burberry Chav Culture: The Unintended Consequences of Brand Accessibility
The term "chav," itself a somewhat derogatory term, describes a particular British youth subculture characterized by a specific style of dress, often including sportswear brands, gold jewelry, and a perceived aggressive or anti-social behavior. The adoption of Burberry check by this demographic was a complex phenomenon. Several factors contributed to this association:
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