3) BURBERRY

The Casuals have had an adverse effect on my third case study. The stigma of the hooligan affiliation, as with a lot of premium brands, has hindered the direction of Burberry over more recent times. Thus prompting a substantial re-branding, in turn adding a pressure to push the design outcomes.

Burberry, a British establishment of classic fashion, initially at the forefront of military outer ware, also often the choice of the Royals and the city 'yuppy'. It was this prestigious, and patriotic, standing that offered all the perfect credentials to be adopted by the UK Football Casuals. Such prominent brand elements such as their own tanned, red and black tartan cloth, would only serve to tarnish the luxury outfit.

"Burberry Prorsum" in London - Spring Summer 2014 Menswear

SUMMARY

I can confidently say that even from this brief blog insight there is clearly a lasting influence on modern day menswear from the Casuals culture. The realisation that inspiration from all walks of fashion can be combined, no matter what the social standing or occasion: the overcoat with a tennis trainer; a tracksuit top worn outside of sport with a classic trouser; even a golf style knitted jumper in a club.

 From a personal point of view I suppose I could consider that my career path within graphic and fashion design is not that of coincidence. Through my football circles I was exposed to the importance of the branding and credibility of a design product, in particular, fashion. I believe this has stood me in good stead whenever digesting a visual brief.

I find it fascinating that such a basic, often barbaric social movement, with little understanding or real appreciation for quality clothing craftsmanship, can have such a immediate and lasting impact on the fashion industry. The notion that the Casuals somehow dictated the direction, public perception, and fortunes of large corporations, is pretty impressive. ....... A 'one up man-ship' for the humble man.