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Edinburgh Football Fashion Brand Targets Growth



Edinburgh-based football apparel brand Universal Language has credited Business Gateway support with reshaping its commercial foundations as it prepares for its busiest period of trading since launching in December 2024.


Founded by school friends Chris Aitchison and Pete Burt, the brand produces high-quality, fan-focused clothing inspired by Scottish football culture. Chris brings commercial and marketing expertise built across years running his own agency, while Pete spent more than eight years as a designer in professional football, working for Hibernian and Tottenham Hotspur before returning to Edinburgh to build something made with a clear focus on the fans.


The idea first came to Chris while looking for a Hearts gift for his father. Searching online for football memorabilia, he couldn't find anything of suitable quality or true sense of the club and its culture. Seeing the gap, Chris brought it to Pete, and the pair set out to build a brand around what they felt was missing: products that celebrated a club's identity properly, rather than just its badge.


All products are designed in Edinburgh and printed or embroidered in the UK using sustainably produced garments. The range balances a permanent core collection with limited edition drops, allowing the brand to mark specific moments, clubs and cultural references while keeping its best-loved designs in circulation.


Current collections focus on Hearts, Hibernian and an expanding Scotland national team range, with plans to grow into further clubs and collaborations. The brand has also recently taken its products on the road with the opening of a special of pop-up shop, timed to coincide with the World Cup.


Since launching, Universal Language has reached more than 3,000 customers, sold 5,000 products and generated 1.5 million monthly social media views. The brand has also raised more than £2,500 for MND Scotland, its charity partner, through sales of an official Marius Zaliukas tribute t-shirt.


The Edinburgh Business Gateway team has worked closely with Chris and Pete to assess and restructure the business, reviewing its brand communication strategy and aligning every element behind a single commercial goal. The Business Gateway team extended that support to include specialist IP guidance, with an arranged session involving the Intellectual Property Office helping clarify trademark and copyright processes. Universal Language has since moved to trademark its brand and copyright its designs, protecting its assets as it looks ahead to the next stages of growth.


Pitch preparation sessions followed, opening connections with the potential to create new opportunities for the business, while Chris has also attended several Business Gateway workshops to expand the team’s knowledge in a range of key areas.


Julie Batten, Business Gateway adviser, said:

“Universal Language is a strong example of what happens when a genuine idea is backed by sound business thinking. Chris and Pete came to us with real momentum and connection to their audience. Our role was to help them build the right structure around it, from strategy to brand protection, so the business can grow on solid ground.”

Chris Aitchison, co-founder of Universal Language said:

“The support from Business Gateway came at exactly the right time. Sitting down and properly reviewing the strategy gave us a solid foundation and the confidence to continue growing the business, knowing we are headed in the right direction."

“The IP guidance has been equally important. As the brand grows, protecting what we've created matters more and more. We're genuinely grateful for the help getting that right.”

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  • Jul 15, 2024
  • 4 min read


But 64k vacancies remain, worth £6bn in lost output


Key findings:


  • Scotland, Wales & Northern Ireland see manufacturing jobs increase.

  • In contrast every English region bar the East of England has seen manufacturing jobs fall.

  • Every region and nation bar one shows double digit output growth in the last decade.

  • Yorkshire & Humber, North East and South West the best performers.

  • Every nation and region bar the South East has a higher than average dependence on manufacturing as a share of its economy.

  • West Midlands the only region still below pre-pandemic output.

  • The three devolved nations of Scotland, Wales and Northern Ireland have seen a significant growth in the number of manufacturing jobs in the last year, in contrast to every English region bar the East of England which has seen a fall.

 

The findings come in the Make UK/BDO Annual Manufacturing Outlook Report which shows that, in the twelve months to March 2024, the number of manufacturing jobs in Wales increased by 13,000, 10,000 in Scotland and 2,000 in Northern Ireland. By contrast, every English region saw a fall manufacturing jobs in the same period with the East of England being the only region showing a slight rise. This meant the sector saw an overall fall of 34,000 jobs in the twelve months to March. (1)


According to Make UK, the increase in Wales is likely to have been driven by the significant supply chain in the Aerospace & Defence sectors which have seen strong growth in the last year. The Transport Equipment sector (mainly aerospace) accounts for 15.5% of manufacturing in Wales, the largest sub sector. In Scotland, the increase is likely to have been driven by the growth of renewables investment, especially offshore wind.


However, despite this fall, the pressure on finding skilled people is still severe as 64,000 vacancies remain in the manufacturing sector, accounting for some £6bn per annum in lost output according to Make UK analysis. (2) In response, Make UK is urging the new Government to make tackling skill shortages and, reforming the technical education system, the centrepiece of its industrial strategy.


Commenting Verity Davidge, Director of Policy at Make UK, said:

“Industry remains critical to the growth of the economy, providing high value, high skill jobs and aiding the process of creating wealth across the UK. The new Government has made a welcome bold statement of its intent to tackle the UK’s anaemic growth at national and regional level."

"It should now back this with a radical, cross government, long-term industrial strategy which has the need to tackle the UK’s skills crisis at its heart. This mission critical vision should be allied with the local growth strategies and priorities of each region, including infrastructure and innovation, together with other measures to ensure the UK is now fully open for business.”


Richard Austin, Head of Manufacturing at BDO added:

“Over the last few years, manufacturers across the regions and nations have faced multiple external shocks and changing policy priorities."

"They have shown great resilience in overcoming these challenges. There is now an exciting opportunity for the sector to work with the new government on the development of a new long-term industrial strategy. This could help address longstanding skills shortages, boost infrastructure, improve productivity and unlock vital investment to help drive economic growth and prosperity.”


The report also analyses the growth in output across each nation and region over the last decade, as well a comparison between pre and post-pandemic levels of output. It shows that, despite the challenges posed by Covid, Brexit and the energy crisis, every English region bar one has shown double digit growth in Gross Value Added (GVA) since 2013. Yorkshire & Humber has seen the best growth in output in that period (40%), followed by the North East (30%), and South West (27%). This compares to the average growth in manufacturing GVA across the UK overall in the same period of around 23%. (3)


Furthermore, the report highlights the importance of manufacturing to regional economies with every area in the UK, except for the South East & London, seeing an above average contribution from manufacturing to its local economy. For example, the North East may have the smallest share of overall manufacturing output in the UK (around 4% of total manufacturing), but industry accounts for almost 15% of the region’s total output.


The East Midlands has the highest share of manufacturing in its regional economy at almost 16%, while the West Midlands and Yorkshire & Humber also have a significant contribution above the national average. According to Make UK, this highlights the importance of the new Government’s industrial strategy to raising the performance of regional economies and, addressing inequality, given manufacturing jobs are better paid than the national average.


The survey also shows that every region and nation has returned output above pre-pandemic levels apart from the West Midlands due to the downturn in the automotive sector and the transition of supply chains to electric vehicle production.



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