bruv

Bruv is a colloquial term derived from "brother" that functions as a form of address or exclamation in British English. It is typically used among friends or acquaintances and shares a similar casual tone with terms like "mate" or "bro."

Originating in urban British speech, bruv gained prominence in late 20th century and is especially associated with London and other urban centers. Spelling variations include bruv and bruvva, both conveying informal familiarity.

In use, bruv can address someone directly (Hey bruv) or serve as a stand-alone interjection (Bruv, what’s happening?). The term is generally informal and contextual, with tone ranging from friendly camaraderie to mild annoyance depending on delivery.

Culturally, bruv has appeared in grime and UK hip-hop lyrics and in film and television to evoke contemporary British urban life. It is also common in social media and memes, where it signals a casual, streetwise register.

The term is largely gender-neutral and widely used across age groups, though its strongest association remains with male-identified speakers in popular usage. Formal writing typically avoids bruv, preferring standard terms like "brother" or "friend."

Pronunciation is typically /brʌv/ or /bruv/, with the vowel resembling that in "love" and a final "v" sound.