The story of how the Burberry Check became associated with “chav” culture is quite interesting and has a lot to do with increasing affluence amongst the working classes in the back of the economic boom from the first Labour Parliament (1997-2005) following the deep recession after the Major government almost bankrupted the country, cheap knockoffs from China, the growth in cheap consumer credit and middle-class prejudices. The introduction of the minimum wage probably also played a role as some of the poorest people got considerable pay rises because of it.

The chavs didn’t really buy much actual Burberry products but they bought products made with the distinctive Burberry check pattern, everything from shoes and clothes to fake fingernails and vinyl car wraps came in that beige check pattern that Burberry used and was associated with, thanks to Chinese factories that were just coming into their own. The same happened with other fashion brands, Luis Vuitton was another good example as the distinctive pattern that they use found itself on things they didn’t make.

The whole concept of “Chav” was and is disgusting, no other demographic would be treated the way that they were, but because they were white, working class the media felt confident no one cared.