R U a chav?

… Probably not, if you’re able to read this without sounding out the letters. But the term does require some explaining for an American audience, especially since we’ve just launched a brand-new website for our Burberry Campaign, written by chavs, about chavs, and for chavs. OK, to be honest, it was written by me, about Burberry, and for pretty much everyone except chavs, but it still requires some explanation for anyone who’s never lived in the UK. So here goes:

“Chavs” are city-dwelling people who enjoy public drunkenness, vandalism, thievery, “breaking things,” and, conveniently enough, Burberry clothing. And our brand-new “Boycott Burberry for the Chavs” site is a petition created for chavs who are sick and tired of Burberry making even them look bad by its tacky refusal to stop selling fur. With a lot of help from the wonderful people who design PETA’s websites, I’ve even included a handy “translate” button in the banner for the site, so you can read the petition in the “original chav.” Check it out here, and sign the petition yourself.

If you won’t do it for the animals—do it for the chavs. (And if all this still doesn’t make a whole lot of sense to you, that’s nothing to be ashamed of. Trust me.)