Which Brands have lost their identity due to association with groups etc?

For example Burberry and Chavs - Stone Island and Football hooligans....just need some more examples...Which Brands have lost their identity due to association with groups etc?
Burberry and chavs is all I can think of.



Burberry were so ashamed of being assoiated with the chav image they changed their image and I read that they stopped making checked burberry caps because of the associated hooligans.

The chav image was bringing Burberry sells down and giving it a tacky and bad repuation.



But Burberry have managed to turn it around.

sonic electronix