chavs in burberry | when was Burberry established

Burberry. The name conjures images of British heritage, luxury, and timeless elegance. Founded in 1856, the brand has a long and prestigious history. But for a significant period, mention of Burberry also evoked a different, less desirable association: the "chav" culture. This seemingly incongruous pairing of high fashion and working-class subculture reveals a fascinating and complex story of branding, cultural appropriation, and the challenges of maintaining a luxury image in a rapidly changing social landscape. This article will delve into the history of Burberry, the rise and fall of its association with the "chav" subculture, and the strategic rebranding efforts undertaken to reclaim its prestigious image.

When Was Burberry Established? A Heritage Forged in the Outdoors

To understand the impact of the "chav" association, it's crucial to first appreciate Burberry's rich history. Thomas Burberry, a 21-year-old draper's apprentice, founded the company in Basingstoke, Hampshire, in 1856. His vision was to create outerwear that was both practical and protective, catering to the needs of outdoor enthusiasts. This vision led to the invention of gabardine in 1879, a breathable, weatherproof fabric that revolutionized outerwear. Gabardine quickly became the fabric of choice for explorers, adventurers, and military personnel. Burberry outfitted Roald Amundsen, the first man to reach the South Pole, and George Mallory, who attempted to climb Mount Everest in the 1920s. During World War I, Burberry designed the iconic trench coat for British officers, a garment that not only provided protection in the trenches but also became a symbol of British style and sophistication.

History of Burberry Checks: From Lining to Icon

The now-famous Burberry check, officially known as the Nova Check pattern, wasn't initially intended to be a prominent design feature. It first appeared as a lining in the trench coats in the 1920s. This discreet check pattern, featuring beige, black, white, and red intersecting lines, was a subtle indicator of the brand's quality and heritage. However, over time, the check began to be used more extensively, appearing on scarves, umbrellas, and other accessories. By the 1960s and 1970s, the Burberry check had become increasingly recognizable and associated with a certain level of status and sophistication. It transitioned from a mere lining to a symbol of the Burberry brand itself.chavs in burberry

Burberry Check Print History: Expansion and Overexposure

The 1980s and 1990s witnessed a significant expansion in Burberry's licensing agreements. This led to a proliferation of Burberry-branded products, many of which featured the Nova Check pattern prominently. While this expansion initially boosted sales and brand recognition, it also laid the groundwork for the association with the "chav" subculture. The widespread availability of Burberry products, particularly those featuring the check, made them more accessible to a wider range of consumers, including those who were not traditionally considered part of the luxury market. This accessibility, coupled with specific cultural trends, would ultimately contribute to the brand's image crisis.

Burberry Chav Culture: The Rise of the "Chav" and the Check

The term "chav" emerged in the late 1990s and early 2000s in Britain as a derogatory label for a particular working-class youth subculture. While the exact origins of the word are debated, it generally referred to individuals who often wore sportswear, tracksuits, and baseball caps, and who were perceived as being aggressive, uneducated, and lacking in sophistication. This subculture was often associated with council estates (public housing) and perceived anti-social behavior.

The association between Burberry and the "chav" subculture arose from several factors. Firstly, the widespread availability of Burberry products, particularly those featuring the Nova Check, made them accessible to members of this subculture. Secondly, the brand's perceived status symbol made it attractive to individuals who sought to project an image of wealth and success, even if they lacked the financial means to afford genuine luxury items. Thirdly, the adoption of Burberry by celebrities and sports stars, particularly those associated with the "lad culture" that often overlapped with the "chav" subculture, further cemented the association.

Burberry Chav Check: More Than Just a Pattern

The Burberry check became inextricably linked with the "chav" image. It was no longer just a symbol of British heritage and luxury; it was now seen as a marker of working-class identity, and often, a negative stereotype. The association was so strong that wearing Burberry, especially the Nova Check, could lead to assumptions and prejudices. The check became a shorthand for "chav" identity, regardless of the individual's actual socioeconomic background or personal style.

The media played a significant role in perpetuating this association. Newspapers and television programs frequently depicted "chavs" wearing Burberry, reinforcing the stereotype. The brand became a symbol of everything that was perceived to be wrong with British society: social inequality, lack of aspiration, and anti-social behavior.

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