Burberry, a name synonymous with British heritage and luxury, has experienced a fascinating and often turbulent journey throughout its history. From its aristocratic beginnings to its association with a less-than-desirable subculture, and finally its triumphant rebranding, the story of Burberry is a compelling case study in brand evolution and the complex interplay between fashion and social identity. This article will delve into the various facets of Burberry's history, focusing particularly on the period where the brand became unexpectedly linked with "chav" culture, exploring the reasons behind its rebranding efforts and the enduring legacy of its iconic check pattern.
When Was Burberry Established?
The story begins in 1856, when 21-year-old Thomas Burberry opened his first shop in Basingstoke, Hampshire, England. He was a visionary entrepreneur, driven by a desire to create practical and durable outerwear. His breakthrough innovation came with the invention of gabardine, a tightly woven, waterproof fabric that revolutionized the world of outdoor clothing. This innovation, combined with Burberry's meticulous craftsmanship, quickly established the brand as a purveyor of high-quality, functional apparel. Initially, Burberry catered to a primarily utilitarian market, providing practical and robust clothing for outdoor pursuits. This established the foundation upon which the brand's later luxurious image would be built.
History of Burberry Checks & Burberry Check Print History:
The now-iconic Burberry check, a beige, red, black, and white pattern, wasn't introduced until much later. It first appeared in the early 20th century as a lining for Burberry's trench coats, serving as a subtle identifier of authenticity. The distinctive check quickly gained popularity, becoming a symbol of quality and sophistication. Its evolution reflects the brand's journey. Initially, it was a discreet marker of quality, but its popularity eventually led to its widespread use, contributing both to the brand's success and, later, its downfall. The Burberry nova check pattern, a variation of the original design, further cemented the check's status as a key element of the Burberry identity. However, the ubiquity of the check would eventually become a double-edged sword.
Burberry Chav Culture:
The late 20th and early 21st centuries witnessed a significant shift in Burberry's public perception. While the brand continued to maintain its luxury image among a certain clientele, it also became unexpectedly associated with a specific youth subculture in the UK: the "chavs." The term "chav," a pejorative label, described a working-class youth subculture often characterized by a particular style of dress, often including sportswear, tracksuits, and – crucially – Burberry clothing.
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