I dont consider Berghaus to be chavvy either. Its origins are in outdoor clothing (and very good quality at that), it all went wrong for them (or right from a commercial point of view) when this happened...
Liam Gallagher wearing a Berghaus at Glastonbury c.1996, forced the brand into the main stream. Most of the people you see wearing one have probably never seen a tree, let alone climb a mountain etc...