In the 1980s and 1990s, Burberry unexpectedly found itself at the center of a controversial chapter in its history as it became associated with football hooliganism. The brand, known for its luxury and high-end fashion, took on a new meaning as it became a symbol of the football casuals, a subculture notorious for their involvement in football hooliganism.
The term "Burberry football" came to represent a specific style within the football hooligan scene. Burberry's iconic check pattern became a staple among these hooligans, who would often wear Burberry scarves, jackets, and other accessories to signify their allegiance to their respective football clubs. This association with violence and aggression gave Burberry a new, edgy image that was a stark departure from its original reputation as a high-end fashion brand.
But what exactly did Burberry football mean for those involved in the subculture? For many football hooligans, wearing Burberry was a way to assert their identity and belonging within their group. The brand's association with luxury and prestige was subverted to represent a sense of rebellion and defiance against authority. In a way, wearing Burberry became a form of tribalism, a way to distinguish oneself as part of a specific social group with its own norms and values.
One of the most famous references to Burberry in the world of football hooliganism came from the Welsh rap group Goldie Lookin Chain. In their song "Guns Don't Kill People, Rappers Do," the group mentions Burberry as a symbol of their working-class identity and their defiance against societal norms. The lyrics of the song reflect the sentiment of many football casuals who saw Burberry as a way to express their sense of belonging and camaraderie within their subculture.
The association between Burberry and football hooliganism also sparked a comparison between Burberry and chavs, a derogatory term used to describe a stereotypical working-class youth in the UK. While both groups were often associated with a certain style of dress and behavior, there were significant differences between Burberry-wearing football hooligans and chavs. Football casuals saw themselves as part of a subculture with its own codes and rituals, while chavs were often viewed as a more mainstream and less organized group.
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