Chav, Charv/Charver (male) and Chavette (female) ('ch' pronounced as in chair) are mainly derogatory slang terms in the United Kingdom for a subcultural stereotype fixated on fashions derived from American Hip-hop such as imitation gold jewellery and designer clothing, combined with elements of working class British street fashion. Chavs are generally considered to have no respect for society, and to be ignorant and unintelligent. The term appeared in mainstream dictionaries in 2005.
Commercial effect
The Burberry clothing brand, which quickly became synonymous with the chav subculture, ceased production of its branded baseball cap in 2004, in an attempt to distance itself from the stereotype. It also scaled back the use of its patented checkered/tartan design to such an extent that it now only appears on the inner linings and other very low-key positions of their clothing.
The company has argued that all chavs are associated with counterfeit versions of the clothing: Theyre yesterdays news, stated Stacey Cartwright, the CEO of Burberry. It was mostly counterfeit, and Britain accounts for less than 10% of our sales anyway.