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Aertex – Brand In Focus

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When we think of Manchester images pop into our heads of music, sport and industry. The city plays on its roots and is known for producing some of the most influence musicians and sports stars of recent times.

 

Morrisey of The Smiths and Ian Curtis of Joy Division are regarded as icons of the 80s, and the early 90s “Madchester” scene spawned a whole load of household names like The Stone Roses, Happy Mondays and The Charlatans, to name a few. Much of the city's history is concerned with textile manufacture during the Industrial Revolution, which was the biggest factor for its growth and popularisation. It was only a matter of time before the textiles industry would start to manufacture various fabric techniques and process', which would later go on to become staple in sportswear. One of these manufacturers was Aertex.


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Aertex was founded on 1888, in Manchester and was the brainchild of Lewis Haslam, a local milliner. Aertex had a distinct advantage, making the company head and shoulders above the rest in terms of the technology they were using. Haslam developed a fabric which provided a barrier between the warmth of the skin and the chill of everyday weather. The brand was born.


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This new technique became a trademark of the brand and didn't go unnoticed, soon becoming a household name. By 1891 the brand was a firm staple of every English gent's wardrobe. Another major feat in the brands history was that the The British “Desert Rats” Army, who fought in North America, wore “Aertex” as a part of their uniform in World War 2. By the 1960s you couldn't go into a school without seeing the brand name on every kid's sports kit. Ranging from tennis, cricket, netball and football, they became a giant in sportswear, Aertex later on to use their innovative fabric for the England squad's kit use in 1970's World Cup.


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It's fair to say Aertex love to play upon their strong heritage with sportswear and the fact they're based in Manchester. The brand is often seen on local musicians and celebrities, most recent sightings include The Courteeners, JLS and The Charlatans. They keep their links with music very close and like to support local up-and-coming artists. Their links with music spans back from the Mod days of the late 60s. They now sat within the same market as Fred Perry, Bed Sherman, Brutus and Lambretta, and are regarded as one of the iconic “Modern Culture” brands.


Aertex are creeping back onto the youth's radar, with such close ties to the music industry they really are one of the brands to be seen in. Currently Aertex is stocked at a limited number of online retailers, including Urban Outfitters, Coggles  and their own site.


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Expect to see more of the brand at this summer's music festivals and be sure to check out their Spring/Summer collection. The range includes, long and short sleeve shirts, button downs, polo shirts and knitwear.

 

For more information about Aertex and to shop the brand, visit their website.

 

Words and images by Mat Pike

 

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