Burberry. The name conjures images of sophisticated trench coats, timeless elegance, and British heritage. Yet, for a significant period in the late 20th and early 21st centuries, the brand became inextricably linked with a far less glamorous image: the "chav." Understanding this association, and the subsequent rebranding efforts to shed it, requires a deep dive into the history of Burberry, its iconic check pattern, and the complex interplay between fashion, social class, and cultural perception.
When Was Burberry Established? A Foundation in Heritage
Established in 1856 by Thomas Burberry, the brand initially focused on practical, high-quality outerwear. Burberry's innovation – the gabardine fabric – provided a waterproof and breathable material ideal for the harsh British climate. This early focus on functionality and durability laid the groundwork for the brand's enduring reputation for quality craftsmanship. However, it was far from the luxury powerhouse it would later become. The initial decades were characterized by a focus on practicality and functionality, catering to a broader market than the exclusive clientele it would attract later in its history. This early foundation, however, would ultimately play a crucial role in its later association with certain demographics.
History of Burberry Checks: From Functionality to Status Symbol
The now-iconic Burberry check, initially known as the Nova Check, wasn't immediately a symbol of status. Its origins lie in the practical need to identify Burberry products amidst imitations. Introduced in the early 20th century, the distinctive pattern – a beige, black, red, and white check – was initially used as a lining in coats and other garments. Its subtle presence served as a discreet mark of authenticity and quality. This understated use of the check pattern reflects the brand's early focus on functionality over overt branding.
Burberry Check Print History: A Shift in Perception
Over time, however, the Burberry check transitioned from a subtle marker of authenticity to a highly visible status symbol. This shift coincided with the growing popularity of the brand among a wider range of consumers, including those who may not have been able to afford the full range of Burberry's more expensive products. The check's visibility increased as it became featured more prominently on outerwear and accessories. This increased visibility, combined with the brand's growing reputation for quality and heritage, inadvertently made the check a desirable emblem. This is a classic example of how a design element can evolve from a functional marker to a powerful symbol of social status and aspiration. The more visible the check became, the more it became associated with the aspirational aspects of the Burberry brand.
Burberry Chav Culture: A Stigma Takes Hold
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