The iconic Burberry check, once a symbol of British heritage and sophistication, became inextricably linked in the late 1990s and early 2000s with a specific subculture: the "chav." This association, born from complex social and economic factors, forced Burberry to undertake a significant rebranding exercise, a story intertwined with the history of the brand itself and the evolution of its signature check pattern. This article will explore the Burberry chav cap phenomenon, examining its roots in chav culture, the history of the Burberry brand and its iconic check, and the reasons behind Burberry's subsequent rebranding efforts.
When Was Burberry Established? A Legacy of British Heritage
Thomas Burberry established his eponymous company in 1856 in Basingstoke, Hampshire, England. Initially a draper, Burberry's innovation lay in the development of gabardine, a durable and waterproof fabric that revolutionized outerwear. This innovation, combined with Burberry's focus on quality and craftsmanship, quickly established the brand as a purveyor of high-quality, practical clothing. This early success cemented Burberry's position as a symbol of British heritage, a reputation further solidified by its association with exploration and military service. The iconic Burberry check, initially introduced in the early 20th century, further strengthened this image, becoming a hallmark of the brand's identity.
History of Burberry Checks: From Heritage to Hood
The Burberry check, officially known as the Nova Check, wasn't initially intended as a prominent design element. Its origins lie in the lining of Burberry's trench coats, a practical choice designed to prevent fraying and provide an easily identifiable inner marking. The design, a distinctive pattern of beige, red, black, and white, evolved over time, becoming increasingly associated with the brand's identity. By the mid-20th century, the check had transcended its utilitarian function, appearing on various garments and accessories, solidifying its status as a symbol of British style and luxury.
Burberry Check Print History: A Timeline of Ups and Downs
The Burberry check's journey from a functional lining to a global fashion statement is a fascinating study in brand evolution. Initially, its association was primarily with British aristocracy and the upper classes, reflecting the brand's high-end positioning. However, its widespread use and relatively accessible price point (compared to other luxury brands) meant that the check gradually permeated different social strata. This accessibility, while beneficial for brand expansion, ultimately laid the groundwork for its association with the chav subculture.
Burberry Chav Check: The Rise of a Controversial Association
The term "chav," a derogatory slang term prevalent in the UK, describes a young working-class individual often associated with anti-social behavior, conspicuous consumption of cheap brands, and a particular style of dress. The Burberry check, ironically, became a key component of this style. The readily available, relatively affordable Burberry-branded clothing, particularly caps and scarves, became a marker of chav identity. This association was fueled by media portrayals which frequently depicted chavs wearing Burberry, reinforcing the link in the public consciousness. This wasn't a deliberate marketing strategy by Burberry; rather, it was an unintended consequence of the brand's accessibility and the evolving dynamics of British youth culture.
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