Burberry. The name conjures images of trench coats, refined elegance, and a distinctly British heritage. Yet, for a significant period, the brand was inextricably linked with a less-than-glamorous association: the "chav check." This article delves into the complex history of Burberry, exploring its rise, its fall into the realm of "chav" culture, and its remarkable resurgence as a coveted luxury brand once again. We will examine the reasons behind Burberry's rebranding efforts, the cultural phenomenon of the "chav check," the brand's historical timeline, and the evolution of its iconic check pattern.
When Was Burberry Established? A History Steeped in Heritage
Burberry's story begins in 1856, when 21-year-old Thomas Burberry opened a draper's shop in Basingstoke, Hampshire, England. He wasn't just selling ordinary garments; he was innovating. Burberry's early success was built on his invention of gabardine, a durable, water-resistant fabric that revolutionized outerwear. This innovation was crucial, particularly in the context of the British climate and the growing popularity of outdoor pursuits. The gabardine trench coat, initially designed for military use, became synonymous with the brand and a symbol of British practicality and style. This early focus on quality and functionality laid the foundation for Burberry's future success, although it was a long road before the brand became the global powerhouse it is today.
The History of Burberry Checks: From Practicality to Status Symbol
The iconic Burberry check, a recurring motif in the brand's history, wasn't an immediate part of the brand's identity. Its origins lie in the late 19th century, primarily as a lining for the brand's garments. The Nova check, as it's now known, initially served a purely practical purpose: to identify Burberry products and deter counterfeiting. The distinct pattern, featuring a combination of beige, red, black, and white, was initially subtle, a discreet identifier woven into the interior of coats and other items.
However, as Burberry's popularity grew, so did the visibility of the check. It gradually transitioned from an internal marker to a prominent external feature, appearing on outerwear, scarves, and other accessories. This shift was a deliberate strategic move, transforming the check from a simple identifier into a powerful brand symbol, synonymous with quality and heritage. The check's evolution reflects the brand's own journey, from a provider of functional outerwear to a purveyor of luxury goods. The Burberry check print history is a testament to the power of effective branding and the evolution of a simple design into a globally recognized icon.
Burberry Chav Check: The Rise and Fall (and Rise Again)
The Burberry check's journey, however, wasn't without its bumps. In the late 1990s and early 2000s, the check became strongly associated with a particular subculture in the UK: the "chavs." The term "chav," a derogatory slang term, is used to describe young working-class individuals often associated with anti-social behavior, poor fashion choices (in the eyes of the upper classes), and a perceived lack of sophistication.
The association of Burberry with the chav culture was a complex phenomenon. Several factors contributed to this unfortunate linkage:
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