King Charles has teamed up with “chavvy” brand Burberry to sell £2,500 coats, as a move to shed the hooligan image that has haunted the label for decades
15:52, 19 Jul 2025Updated 15:52, 19 Jul 2025
How King Charles would look in a lovely Burberry number(Image: 2023 Getty Images)
The King has teamed up with “chavvy” brand Burberry to flog £2,500 coats. Charles’ Highgrove estate worked with the luxury fashion house on a collection that also includes £1,800 jackets.
British label Burberry started out in Basingstoke in 1856 and made its name producing outdoor clothing. It even supplied highly practical jackets for early Arctic, Antarctic and Everest expeditions – a far cry from the tacky image the brand has today.
But in the early 2000s, its reputation suffered after its check designs got popular with chavs and football thugs. This partly happened because counterfeit versions were so easy to get hold of.
It isn’t the first time Burberry has made efforts to turn its image around. In 2009, the rather posh, privately educated actress Emma Watson who played swotty school-age witch Hermione Granger was the face of the fashion label.
To distance itself from hooligans, Burberry reduced the visibility of the familiar beige check pattern(Image: WWD via Getty Images)
To distance itself from the hooligans, Burberry reduced the visibility of the familiar beige check pattern in its designs and ditched the checked baseball cap that made itself into chav memes.
The new Highgrove x Burberry Castleford trench coat has hit the shelves for a £2,490. On sale on the Highgrove website, it comes in nutmeg and wreath green shades.
A £2,290 mid-length trench coat is also up for grabs in black. While the gabardine Harrington jacket has been priced at an eye-watering £1,790.
The new Highgrove x Burberry Castleford trench coat has hit the shelves for a £2,490.(Image: Jam Press)
There is also a range of silk scarves selling for £370 each.
The Highgrove website tempts buyers by saying the collection is “inspired by the stunning gardens of Their Majesties King Charles III and Queen Camilla” with “vibrant designs by British artist Helen Bullock”.
It adds: “With this unique collection, you can experience timeless British luxury and nature-inspired style.”
Burberry started in 1856 and made its name producing outdoor clothing for arctic expeditions(Image: Jam Press/highgrovegardens.com)
Burberry announced in May that it could cut around 1,700 roles worldwide over the next two years as part of plans to reduce costs. The British company made an operating loss of £3 million in the year to March 29, swinging from a profit of £418 million the previous year.
Chief executive Joshua Schulman told investors: “Our customers are responding to our Timeless British Luxury brand expression. With improvement in brand sentiment, we will be ramping up the frequency and reach of our campaigns as our Autumn and Winter collections arrive in store.”
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