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Few brands boast a history as rich and complex as Burberry's. Founded in the 19th century, it rapidly ascended to global fame, becoming synonymous with luxury and British heritage. However, its journey has been far from straightforward, marked by periods of immense success and periods of intense struggle against negative associations, most notably its entanglement with "chav" culture in the early 2000s. This article delves into Burberry's fascinating history, exploring the rise of the iconic check pattern, the brand's controversial association with working-class youth, the reasons behind its subsequent rebranding efforts, and the ongoing battle to reclaim its high-end image.
When Was Burberry Established?
Burberry's story begins in 1856, when 21-year-old Thomas Burberry opened a draper's shop in Basingstoke, Hampshire, England. Initially focusing on outdoor clothing, Burberry quickly gained a reputation for quality and innovation. The crucial turning point came with the invention of gabardine in 1879. This revolutionary, tightly woven, waterproof fabric, resistant to wind and rain, proved revolutionary for outerwear. Its practicality and durability made it ideal for outdoor pursuits, quickly gaining popularity amongst explorers, soldiers, and outdoor enthusiasts.
History of Burberry Checks: From Practicality to Status Symbol
The now-iconic Burberry check pattern, officially known as the Nova Check, emerged much later. While the exact date of its introduction is debated, it's generally accepted that a version of the check appeared in the 1920s, initially lining coats and other garments. Its distinctive design, a blend of beige, red, black, and white, quickly became a recognizable hallmark of the brand. Initially, its function was primarily practical – to identify Burberry garments from imitations. This was particularly important during the two World Wars, when Burberry supplied trench coats and other items to the British military. The check's presence on these garments ensured authenticity and quality.
The Burberry check's evolution from a functional identifier to a status symbol is a fascinating study in brand building. Its association with the British military and its enduring practicality contributed to its widespread appeal. However, the post-war period saw the check's move from solely functional use to its incorporation into more visible parts of the garment. It became increasingly prominent on outerwear, linings, and accessories, firmly establishing itself as a symbol of British style and luxury. This transition laid the foundation for both the brand's future successes and its later struggles.
Burberry Check Print History: From Heritage to Controversy
The Burberry check's history is inextricably linked to the brand's evolution. From its humble beginnings as a practical lining to its transformation into a globally recognized symbol, the check has reflected Burberry's changing fortunes. However, the late 20th and early 21st centuries brought a new challenge: the check's association with "chav" culture.
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