Only speak English? That won’t get you anywhere these days. Here are some definitions before we start:
Chav (see picture, top right)= refers to a subculture negatively stereotyped as being uneducated, uncultured and prone to antisocial or immoral behaviour. The label is typically (although not exclusively) applied to teenagers and young adults of white working class or lower-middle class origin.
Bling (see gnashers, below chav)= refers to expensive jewellery and other flashy accoutrements
Anyway. Forget chavs now that you’ve finally found out what one is. The reaction against ‘bling’ (ditto) is the PRAV. Remember: you read it here first. (Unless you saw The Scotsman today. In which case you read it here second.)
Now personally I couldn’t give a hoot about fashion trends because I am just not that kind of a chap but I found this interesting because it seems to be a little like a counter-culture. The Scotsman newspaper describes the PRAV:
The “PRAVs”, or “Proud Realisers of Added Value”, are a burgeoning group who no longer believe that expensive is better. Snubbing designer labels in favour of cheaper items, they not only want value for money but enjoy gloating about how little they spend.
But get the distinction here: Pravs aren’t buying whatever’s cheap. They’re buying what they want - but cheaply. In a way, they’re bargain hunters. Which means my nan’s a Prav too. Blimey - she will be pleased.
Now you might think that the pursuit of the bargain in favour of designer labels and big name/big price-tag styles means the end of snobbery then. Oh no. Not at all:
So not only is it [bargain hunting] becoming our new favourite pastime, it’s also getting competitive. Around 20 per cent of PRAVs admitted they would tell a friend if they bought the same item as them but at a better price; and 12 per cent said they would feel triumphant.
Crikey. So is poor the new rich? Will I now have to fight my way through eye-gouging Pravs at my local charity shop as I make my way to the second-hand books at the back?
Actually, part of this new trend could be due to other factors also. The small matter of a trillion quid of personal debt coupled with rising interest rates may very well be putting the brakes on spending.
Equally serious, companies like Burberry - whose clothing is synonymous with the chav culture - could well suffer by their association with the lower orders. People are deliberately avoiding their products simply because of the low-class associations they attach to them. Worse, they’re avoiding stores that sell stuff like that and are, instead, favouring the likes of TK Max and Tesco’s own brands.
Ah. Old clothes, second-hand fashions, stores’ own brands… I knew I would become fashionable again if I waited long enough!
