Burberry, a name synonymous with British heritage and luxury, has navigated a complex and fascinating journey through fashion history. For decades, its iconic check pattern represented sophistication and timeless elegance. Yet, in the late 2000s, the brand faced an unexpected and somewhat damaging association: the "chav check." This article explores the fascinating story of Burberry's transformation, examining its history, the rise and fall of its association with chav culture, and the successful rebranding that propelled it back into the forefront of high fashion.
When Was Burberry Established? A Look at the Brand's Heritage
Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially, the focus was on practical outdoor clothing, driven by Burberry's innovative spirit and his invention of gabardine, a durable and water-resistant fabric. This innovation was crucial to the brand's early success, particularly among explorers and military personnel who valued its functionality and protective qualities. The iconic Burberry trench coat, born from this early focus on practicality, remains a staple of the brand to this day, demonstrating the enduring power of Burberry's foundational principles.
The History of Burberry Checks: From Subtlety to Symbol
The now-famous Burberry check, officially known as the Nova Check pattern, didn't immediately become a ubiquitous symbol. Its origins trace back to 1920, when it was originally used as a lining for Burberry garments. The distinct design, a blend of beige, red, black, and white hues, served primarily as a subtle indicator of authenticity, protecting against counterfeiting. This understated use of the pattern demonstrates a different era of brand identity, one built on quality and discreet recognition rather than overt branding.
Throughout the mid-20th century, the Burberry check remained relatively low-key, associated with quality and heritage but not yet the dominant feature it would later become. The pattern was incorporated strategically, often subtly appearing on linings, pockets, or as a small accent. This careful placement helped maintain the brand's image of understated elegance, appealing to a discerning clientele who appreciated its enduring quality and craftsmanship.
The Burberry Check Print History: A Shifting Perception
The late 20th century saw a shift in the perception of the Burberry check. As the brand expanded its reach and broadened its appeal, the check became more prominent in its designs. This move, while commercially successful in the short term, laid the groundwork for the association with chav culture that would later challenge the brand's image. The increased visibility of the check, coupled with its adoption by a wider range of consumers, inadvertently diluted its exclusivity.
Burberry Chav Culture: The Rise of an Unwanted Association
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