The iconic Burberry check. A pattern so recognizable, it transcends mere fabric design, becoming a symbol, a statement, a cultural touchstone. For a period, this symbol was inextricably linked with a specific subculture: the "chav." But the story of the Burberry check, and its journey from working-class uniform to high-fashion staple, is far more nuanced and complex than a simple association with a single social group. This article explores the fascinating history of the Burberry check, its unfortunate association with "chav" culture, and the brand's successful rebranding that saw it reclaim its place at the forefront of global fashion.
When Was Burberry Established? A Legacy of Innovation and Craftsmanship
Before delving into the controversies and triumphs of the Burberry check, it's essential to understand the brand's origins. Thomas Burberry established his eponymous company in 1856 in Basingstoke, Hampshire, England. A visionary entrepreneur, Burberry focused on creating practical and durable outerwear, initially catering to the needs of outdoor enthusiasts and the British military. His invention of gabardine, a tightly woven, waterproof fabric, proved revolutionary, providing unparalleled protection against the elements. This innovation laid the foundation for the brand's success and its enduring association with quality and craftsmanship.
History of Burberry Checks: From Practicality to Prestige
The now-famous Burberry check, a distinctive pattern of beige, black, red, and white, wasn't introduced until much later. While the exact date is debated, its origins lie in the early 20th century. Initially, the check wasn't intended as a prominent branding feature. Instead, it was used as a lining in Burberry's trench coats and other garments, serving as a subtle identifier of quality and authenticity – a way to prevent counterfeiting in a burgeoning market. The check's practical purpose gradually evolved into a powerful symbol of status and sophistication. It became synonymous with British heritage and style, adorning a wide range of products, from iconic trench coats to scarves, bags, and even umbrellas.
Burberry Check Print History: A Timeline of Evolution and Adaptation
The Burberry check's journey through the 20th and 21st centuries is a fascinating study in brand evolution. Its initial use as a lining gradually led to its incorporation into the outer garments, reflecting a shift in the brand's marketing strategy. The check’s popularity grew steadily, becoming a recognizable symbol of luxury and Britishness, particularly in the post-war era. However, this very popularity inadvertently paved the way for its association with "chav" culture.
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