Burberry is a British luxury fashion house founded in 1856 by Thomas Burberry in Basingstoke, England. Originally a manufacturer of outdoor clothing, the company invented gabardine** — a waterproof, breathable fabric — and supplied trench coats to British soldiers during World War I. The “trench coat” literally takes its name from the trenches of that war.
The brand’s most recognizable feature is its novacheck pattern: a beige, black, red, and white plaid that appears on scarves, bags, and lining. The pattern became so iconic that it also became a symbol of “chav” culture in Britain — working-class youth who adopted the check as a status symbol, prompting Burberry to initially distance itself before reclaiming the pattern as ironic high-fashion.
Why It Matters
Burberry represents the tension between heritage and trend. It’s one of the oldest luxury brands still operating, with royal warrants and a reputation for British craftsmanship. Yet it also became a case study in how luxury brands navigate unwanted adoption by subcultures. The company’s strategy — temporarily withdrawing the check, then reintroducing it selectively — is now taught in business schools as a model of brand management.
Examples
- The trench coat: Invented by Burberry, worn by officers in WWI.
- The check pattern: Burberry’s signature plaid, sometimes called the “Burberry check.”
- Chav culture: The 2000s association with British working-class youth fashion.
Related Terms
- Luxury fashion, British heritage
- Trench coat, gabardine, plaid
- Chav, subculture, brand management