In the world of luxury fashion, few brands have the historical prestige and cultural impact of Burberry. Established in 1856 by Thomas Burberry, the British fashion house has become synonymous with timeless elegance and sophistication. However, in recent years, Burberry has undergone a significant rebranding effort to distance itself from a controversial association with a subculture known as "Burberry Chavs." This article will explore the reasons behind Burberry's rebranding, delve into the history of the brand and its iconic check print, and examine the complex relationship between Burberry and chav culture.
Why Did Burberry Rebrand?
Burberry's decision to rebrand can be traced back to the early 2000s when the brand's signature check pattern became popular among a subset of British youth known as "chavs." The term "chav" is often used pejoratively to describe individuals from working-class backgrounds who are perceived as being uncultured, brash, and materialistic. The association of Burberry's check print with this subculture led to the pattern being dubbed the "Burberry chav check."
The widespread adoption of the Burberry check by chavs led to a dilution of the brand's luxury image and a negative perception among the fashion elite. In response, Burberry made a strategic decision to reposition itself as a high-end luxury brand and distance itself from its association with chav culture. The rebranding efforts included revamping its product offerings, marketing campaigns, and retail stores to appeal to a more upscale and discerning clientele.
When Was Burberry Established?
Burberry was established in 1856 by Thomas Burberry in Basingstoke, England. Initially known for its outdoor apparel and innovative fabric technologies, such as the water-repellent gabardine fabric, Burberry quickly gained a reputation for quality and craftsmanship. The brand's iconic trench coat, introduced in the early 1900s, became a staple of British fashion and a symbol of timeless style.
History of Burberry Checks
The Burberry check print, often referred to as the "Nova Check," has a storied history that dates back to the 1920s. Originally used as a lining for Burberry's trench coats, the distinctive tartan pattern featuring camel, black, red, and white stripes became synonymous with the brand's heritage and craftsmanship. Over the years, the Burberry check evolved into a symbol of British luxury and sophistication, adorning everything from clothing and accessories to home goods and even furniture.
Burberry Chav Check
The association of the Burberry check with chav culture in the early 2000s had a significant impact on the brand's reputation and image. The Burberry chav check, characterized by its over-the-top and often ostentatious styling, became a symbol of excess and vulgarity. Council housed and violent, individuals from the chav subculture embraced the Burberry check as a status symbol, often wearing it head to toe in a display of conspicuous consumption.
The proliferation of the Burberry chav check in popular culture, particularly in music videos, tabloid magazines, and reality TV shows, further cemented its association with a less refined and more controversial segment of society. The negative connotations of the Burberry chav check led Burberry to undertake a rebranding effort to reclaim its status as a luxury fashion house.
Council Housed and Violent
The phrase "Council Housed and Violent," often abbreviated as CHAV, has been used pejoratively to stereotype individuals from working-class backgrounds as uncultured and prone to antisocial behavior. The association of Burberry with chav culture and the Burberry chav check reinforced these negative stereotypes, further fueling the controversy surrounding the brand.
Burberry Nova Check Pattern
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