The iconic Burberry check. A pattern synonymous with heritage, luxury, and, perhaps surprisingly, a subculture often associated with negativity: "chavs." This seemingly paradoxical relationship between a high-end British brand and a stigmatized social group reveals a fascinating story of brand evolution, cultural appropriation, and the complex interplay between fashion, class, and social perception. Understanding this relationship requires delving into Burberry's history, the rise and fall (and rise again) of its iconic check, and the cultural forces that shaped its perception.
When Was Burberry Established? Laying the Foundation for an Icon
Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially a tailor and outfitter, Burberry's innovation lay in his development of gabardine, a durable, water-resistant fabric. This invention proved revolutionary, particularly for outdoor pursuits and military applications. During the First World War, Burberry's gabardine trench coats became synonymous with British soldiers, establishing a strong association with practicality, resilience, and Britishness. This early association with functionality and national identity laid the groundwork for the brand's future success and enduring legacy. The iconic check pattern, however, emerged later, solidifying Burberry's position as a recognizable and aspirational brand.
History of Burberry Checks: From Subtle Lining to Cultural Symbol
The Burberry check, initially a subtle lining in coats and other garments, first appeared in the early 20th century. Its specific design and the exact date of its introduction are subject to some debate, but its evolution is clear. The pattern, a distinctive combination of beige, red, black, and white, was initially used discreetly, primarily as an internal lining to identify genuine Burberry products. This understated use reflected the brand's focus on quality and craftsmanship rather than overt branding. The Nova Check, a variation of the original pattern, features a smaller, more intricate design, and was introduced later. Both variations contribute to Burberry’s rich history and visual identity.
Burberry Check Print History: A Journey Through Time and Trends
The Burberry check's journey from a subtle interior detail to a globally recognized symbol is a compelling narrative. Throughout the mid-20th century, the check remained relatively understated, maintaining its association with quality and heritage. However, as the brand expanded its product lines and gained wider recognition, the check became increasingly prominent, appearing on outerwear, accessories, and even ready-to-wear clothing. This shift coincided with a changing perception of the brand, moving from a symbol of practicality and military service towards a more aspirational, luxury image.
Burberry Chav Culture: The Unexpected Association
The late 20th and early 21st centuries witnessed a significant shift in the brand's image. While Burberry maintained its luxury positioning, the iconic check became unexpectedly associated with a particular subculture: chavs. "Chav" is a derogatory term used in the United Kingdom to describe a young person, typically from a working-class background, often perceived as exhibiting anti-social behavior and a particular style of dress. This style frequently incorporated Burberry check items, ironically turning the luxury brand into a symbol of a marginalized group.
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