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Thursday, December 15, 2005

The Burberry Check

The Burberry check pattern.The red, white, black, and camel check which came to be synonymous with Burberry, was first used as a lining for their trenchcoat in 1924. It wasn't until as late as 1967 that the Burberry Check, by now registered as a trademark, was widely used on its own for items including umbrellas, scarves and luggage. After the entry of a new management team in 1997, the brand was revitalised, after having been mainly the preserve of upper-middle class older women; and celebrities in the U.K. and U.S., including David and Victoria Beckham and hip-hop artists, gave it a wider appeal. During the 1980s the brand had become popular with the British Football Casual cult and this along with the exposure described above this led to it being associated with chav culture, hooligans and members of football firms in the 2000s. The Burberry check baseball cap was a particular favourite. However, the company has distanced itself from that element: "They're yesterday's news," stated Stacey Cartrwright, the CEO. "It was mostly counterfeit, and Britain accounts for less than 10% of our sales anyway."

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