During World War I, Burberry adapted its trench coats for military officers, introducing features like epaulettes and D-rings that remain stylistic hallmarks today. By the 1920s, the brand’s distinctive check pattern—initially used as a coat lining—gained cult status, though it later faced overexposure due to counterfeiting in the 2000s.

Cultural Impact and Reinvention

Burberry’s association with British identity deepened through endorsements from polar explorer Ernest Shackleton and film stars like Audrey Hepburn. However, the brand faced challenges in the late 20th century as its classic aesthetic seemed outmatched by contemporary trends. A pivotal turnaround came under CEO Angela Ahrendts and creative director Christopher Bailey in the 2000s, who merged digital innovation (live-streaming runway shows in 2010) with heritage motifs, appealing to millennials while preserving tradition.

"Burberry’s history isn’t just about clothing—it’s about crafting narratives through fabric," noted fashion historian Claire Wilcox.

Modern Expressions of Tradition

Today, Burberry balances its legacy with avant-garde collaborations, such as Daniel Lee’s recent reinterpretation of the knight logo. The brand’s product range—detailed in this Burberry merchandise spreadsheet—spans from timeless outerwear to disruptive streetwear, illustrating its adaptability. Sustainability efforts, like carbon-neutral runway events, further cement its forward-thinking ethos.

From outfitting explorers to gracing red carpets, Burberry’s 168-year journey exemplifies how consistent craftsmanship paired with bold reinvention can create an enduring legacy. As exemplifed by its featured checkered scarf and seasonal collections—cataloged in the linked inventory