Berberry (2015)

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“In around 2006 I began noticing the famous Burberry tartan being ripped off and reappropriated in ever more unlikely and amusing ways. By then the brand had already shifted from being a stuffy symbol of high-end luxury to the lazy tabloid media emblem of white working class Britain and football hooligan terrace wear. But the pattern seemed to have now worked it’s way onto every mass produced object imaginable. I started to photograph this hilarious misuse and the following ten years were spent obsessively trawling the streets of london and cities across the world in search of more and more examples of this phenomenon. From mass produced clothing, to birthday cakes, tattoos, cars and even whole apartment blocks, this absurd and fascinating study seemed to expose how one famous pattern had become a sort of global symbol of pseudo-luxury and faux British heritage.”

In 2015 Toby collated his collection of photographs into a self published a book - Berberry. In 2016 the book was taken into the permanent collections at MOMA and the Met Museum in
New York.

To buy Berberry click here