Blog: Leonie BarrieTroublemakers’ uniform

Leonie Barrie | 11 October 2006

Burberry seems to be bouncing back from the overexposure of its hallmark plaid fabric and unwelcome popularity among the ‘chav’ element of the population, and today posted a 7% rise in Q2 sales. (For those not in the know, chav is derogatory slang term used in the UK to describe uneducated and uncultured people.) In its heyday as the troublemakers’ unofficial uniform the brand was banned from pubs and clubs – along with other designer labels such as Lacoste, Aquascutum, Evisu and Stone Island.

It seems this dubious trend has now crossed to the US, with a Nashville Nightclub banning what it deems unacceptable brands such as Southpole, ECKO, ENYCE, Sean Jean, Phat Farm and FUBU. Maybe it is discrimination, but the uncomfortable truth for all these labels is that no amount of advertising or brand building can dictate who buys the clothes and when and where they wear them.

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