Brand gets over Aussie aversion to word 'fairy'

Arthur Ellis is reintroducing its iconic Fairydown clothing brand despite an aversion by Australian men to be associated with the word 'fairy'.

Arthur Ellis made the Fairydown outdoor products range for 75 years but dropped it on its clothing when market research found the name was holding back the brand in Australia because of perceived homosexual connotations.

New Zealand mountaineering legend Sir Edmund Hillary, who wore Fairydown clothing and slept in a Fairydown sleeping bag when he became the first to conquer Mount Everest 52 years ago, castigated Australian males as ridiculous when Arthur Ellis dropped the brand.

"Reading that connotation into the name is just absolutely stupid. It's a good brand. I have a Fairydown jacket and I am very proud to wear it."

He said his sleeping bag performed well until the expedition got close to Mt Everest's summit.

"At our highest camp at 28,000ft (8500m) it was a bit on the chilly side. We survived and pushed on to the summit."

Arthur Ellis's new chief executive Mary Devine told NZPA today the company had reverted to Fairydown because of lingering brand loyalty.

Arthur Ellis plans to launch a provocative advertising campaign to help Aussie blokes get over their homophobia. The ads will feature a famous New Zealand mountaineer (not Sir Edmund) wearing an old Fairydown jacket and saying: "Come here and call me a fairy!".

Ms Devine denied the 2003 decision to drop the brand had been a marketing mistake. She said the Zone brand had been retained for "price-point" outdoor clothing.

- NZPA