Burberry, a name synonymous with British heritage and luxury, has had a complex and often turbulent relationship with its own identity. While initially associated with the aristocracy and military, the brand experienced a period where it became unexpectedly intertwined with a specific subculture, leading to a significant rebranding effort. This article will delve into the history of Burberry, exploring its rise, its fall into the embrace of "chav" culture, the reasons behind its subsequent rebranding, and its ultimate reclamation of its prestigious image.
When Was Burberry Established?
Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially a draper's shop, Burberry quickly established itself through the innovation of Gabardine, a revolutionary water-resistant and breathable fabric. This invention proved crucial for both military and civilian applications, solidifying Burberry's reputation for quality and practicality. The iconic Burberry check pattern, initially used as an internal lining to prevent counterfeiting, would later become a key element of the brand's visual identity.
History of Burberry Checks; Burberry Check Print History; Burberry Nova Check Pattern:
The Burberry check, specifically the Nova check, is more than just a pattern; it's a significant part of the brand's history and visual language. Its origins lie in the early 20th century, initially used as a discreet internal lining to protect against counterfeiting. The classic check pattern, featuring a combination of beige, red, black, and white, quickly gained recognition. Its understated elegance initially appealed to a discerning clientele, becoming a subtle signifier of quality and sophistication. The Nova check, a variation introduced later, features a more intricate design, further enhancing its visual appeal.
However, the very ubiquity of the check, its association with quality and, importantly, its affordability within certain product lines, inadvertently contributed to its later association with a less-than-desirable demographic. This is where the story of "Chav Burberry" begins.
Burberry Chav Culture:
The term "chav," a derogatory term used in the UK, refers to a particular subculture often associated with working-class youth, characterized by certain fashion choices, often perceived as ostentatious or tasteless. In the late 1990s and early 2000s, Burberry's iconic check pattern became increasingly associated with this group. The accessibility of certain Burberry products, particularly items like baseball caps and scarves, made them readily available and affordable for a wider demographic, including those who might not have previously been associated with the brand.
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