The iconic Burberry check, a symbol of British heritage and refined style, is instantly recognizable worldwide. But the story of Burberry, established in 1856, is far more complex than its instantly identifiable pattern suggests. While the brand's name is synonymous with high-quality British craftsmanship, the reality of its watch production, particularly since the early 2000s, has sparked considerable debate and fueled accusations of overpricing and a disconnect from the brand's heritage. This article will delve into the history of Burberry, exploring its fashion legacy, the origins of its famous fabrics and coat designs, and the impact of its licensing agreement with Fossil, which led to the often-misunderstood "Swiss Made" association with some of its watches.
The History of Burberry: From Humble Beginnings to Global Icon
Thomas Burberry, a 21-year-old draper, founded the company in Basingstoke, Hampshire, England, in 1856. His initial focus was on high-quality outdoor clothing, reflecting the needs of the Victorian era’s increasingly active population. The burgeoning popularity of outdoor pursuits, coupled with advancements in textile technology, created fertile ground for Burberry's innovation. The pivotal moment arrived with the invention of gabardine in 1879. This tightly woven, water-resistant fabric, made from a tightly spun, high-twist yarn, was a game-changer. It provided superior protection from the elements while maintaining breathability and a comfortable drape, quickly establishing Burberry as a purveyor of superior outerwear.
This innovation was crucial in shaping Burberry's identity. The gabardine coat, initially designed for practical use, quickly gained popularity among explorers, soldiers, and outdoor enthusiasts. Its ability to withstand harsh conditions and its stylish design cemented its place in the burgeoning world of sportswear. The iconic Burberry check, first registered in 1924, further solidified the brand’s identity. Initially used as a lining for coats, this distinctive pattern soon became a hallmark of the brand, signaling quality and heritage.
Burberry Fashion History: Evolution and Reinvention
Burberry's fashion history is one of continuous evolution and adaptation. While the company’s foundation lay in practical outerwear, it progressively expanded its offerings to encompass a full range of clothing and accessories. The brand carefully balanced its heritage with contemporary trends, ensuring its continued relevance across generations.
The early 20th century saw Burberry's designs adopted by the military, solidifying its reputation for durability and functionality. The trench coat, a quintessential Burberry piece, emerged from this period, initially designed for soldiers in World War I. Its timeless design, featuring a belted waist, epaulets, and a distinctive collar, continues to be a style staple today. Post-war, Burberry transitioned from primarily functional clothing to a more fashion-conscious brand, gradually incorporating its iconic check into a wider range of products, including scarves, bags, and accessories.
The latter half of the 20th century witnessed Burberry's increasing global presence. The brand’s association with British royalty and celebrities further enhanced its image, solidifying its position as a luxury label. However, this period also saw a challenge to the brand's image, with its association with certain subcultures leading to a temporary decline in its prestige. A strategic rebranding and a renewed focus on its heritage helped revive Burberry's image, establishing it firmly as a leading luxury brand in the 21st century.
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