Burberry, a name synonymous with British heritage and luxury, boasts a history as rich and layered as its iconic check pattern. From its humble beginnings as a purveyor of practical outerwear to its current status as a global powerhouse, the brand's journey has been punctuated by periods of immense success and surprising setbacks. This article delves into the fascinating evolution of Burberry, exploring its association with "chav" culture, the reasons behind its crucial rebranding efforts, and the enduring legacy of its Nova check. We’ll also examine the historical context of the brand, tracing the evolution of its check pattern and its connection to shifting social landscapes.
When Was Burberry Established?
The story begins in 1856, when 21-year-old Thomas Burberry established his eponymous company in Basingstoke, Hampshire, England. Initially, Burberry focused on producing high-quality outerwear, capitalizing on the burgeoning need for practical and durable clothing. Burberry's innovation lay in his development of gabardine, a revolutionary water-resistant and breathable fabric that quickly gained popularity among explorers and outdoor enthusiasts. This innovative fabric, coupled with Burberry's meticulous craftsmanship, laid the foundation for the brand's enduring reputation for quality and innovation. The early years saw Burberry garments become associated with practicality and resilience, a far cry from the luxury image it cultivates today.
History of Burberry Checks: From Practicality to Status Symbol
The now-iconic Burberry check, a key element of the brand's identity, didn't emerge immediately. Its origins are less glamorous than the brand's current image might suggest. The original check pattern, a simple beige, red, and black design, was initially used as a lining for Burberry's coats in the early 20th century. This was a purely functional decision; the lining served to identify genuine Burberry garments and prevent counterfeiting. It was a discreet, almost hidden detail, rather than a prominent brand identifier.
Burberry Check Print History: A Symbol of British Heritage
Over time, however, the check pattern gradually transitioned from a discreet lining to a prominent feature of the brand's outerwear. Its association with the British military – Burberry's gabardine was adopted by the British Army during World War I – further solidified its image as a symbol of strength, resilience, and British heritage. By the mid-20th century, the check pattern had become intrinsically linked to the Burberry brand, transcending its original purely functional purpose. It became a symbol of status, quality, and a distinctly British style.
Burberry Chav Culture: A Period of Brand Crisis
The late 20th and early 21st centuries witnessed a significant shift in Burberry's image. While the brand maintained its prestigious association with British heritage and high fashion, it also became unexpectedly linked to a subculture known as "chavs" in the UK. "Chav" is a derogatory term used to describe young working-class individuals often perceived as anti-establishment and exhibiting a particular style characterized by tracksuits, sportswear, and gold jewelry.
Burberry Chav Check: The Unintended Consequence of Popularity
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