ChAv.me

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Latin: NON VERBIS. SED REBUS ˙

English: Not with words, but with things.

Our rebus  styled registered trade marks depict 'Men Don't Blush' and 'ChAv' with things. They spell nothing yet say everything! 

Battlefield success depends not only on tactical movement and weapon skill, but

on appearance too.

Romans referred to Britons north of the

Firth of Forth and the Firth of Clyde as Picts (meaning ‘painted ones’ and the etymology of picture). The Romans found the Picts to be fearsome warriors, tattooed blue with woad dye from the leaves of the flowering plant Isatis tinctorial, they fought naked with spears.

As weaponry advanced through the high medieval period so too did plate armour and

it became increasingly difficult to identify individual warriors fighting on the battlefield.

Knights were richly rewarded for valour and therefore needed to be conspicuous. So in 

a land where the majority of people were illiterate, they began to display distinctive emblems on their armour to distinguish themselves from the common soldier.

The emblems became a colourful display of fraternity, social rank and power. Essentially 

a show of strength; bold colours, motto and companionships of knightly orders formed 

an armorial achievement that would strike 

fear into the hearts of the enemy. Heraldry, 

a system to describe, record and regulate

the creation and display of armorial bearings developed during the 12th century.

Displaying rank and social position through heraldic achievement is not dissimilar to the social status that fashion brands promote

and uphold in modern society.

Inspired by heraldry, the descriptive colours of battle  —  woad and blood; and by red team-blue team military strategy, our brands are symbolic of the role that warfare has had on levelling inequality since time immemorial.

Our ChAv.clothing emblem bears things that herald CHAV and is an acknowledgement that economic inequality powers gender inequality in today’s society, defining the fight we all face to flourish in a competitive world that remains a battlefield.