Aertex celebrates its 125th anniversary - Licensing.biz

Aertex celebrates its 125th anniversary

Firm in the process of identifying key licensing partnerships.
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Aertex - the world's first performance fabric, designed to keep you warm in winter and cool in summer - is celebrating its 125th anniversary, and is now looking to grow even further through licensing.

Aertex clothing has been worn for decades by a wide range of people - from Desert Rats in World War II, through to the England football team in 1970, Pelé, George Best and DJ Example.

And the milestone anniversary has renewed global interest in the brand, says Andrew Levy, international brand development for Aertex.

"We bought into the Aertex company as it has a unique 125-year British heritage," he said. "Our strategy is to grow through stand-alone licensing and ingredient licensing across multiple categories both here in the UK and in territories around the world.

"We are in the process of identifying key dynamic licensing partners who understand product innovation and how the careful exploitation of core brand values can lead to increased consumer appeal and sustained revenue for licensees and retailers."

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