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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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  • Jan 26, 2024
  • 3 min read


Final preparations are underway for Business South’s popular Local Produce Trade Show 2024.


The showcase event for delicious food and drink produced across the region will take place on 6th February 2024 at the Hilton at the Utilita Bowl, Southampton. The aim is to bring together buyers from the cruise industry, hospitality and beyond to feast their eyes on the very best locally produced food and drink.


Since it started in 2007, the event has generated many thousands of pounds of sales for local producers and allowed buyers to proudly fly the flag for the region.


The event, which is organised by Business South, and sponsored by Cavendish Ships Stores, Carnival UK, First Stop Catering and Hygiene Supplies, Hampshire Fare, Hilton at the Utilita Bowl, Southampton & Region Hoteliers Association, Alecta Technical Solutions, Enterprise South and Surrey Hills Enterprises, aims to support the local and rural economies whilst developing food and drink supply chains.


There will be a chef’s panel in the morning focusing on issues affecting the hospitality industry and how local producers can get their items on the menus of leading hotels and restaurants.


The panel discussion will be hosted by Charlotte Thomson, First Stop Catering & Hygiene Supplies and Andrew Cole, Cavendish Ship Stores and will feature:


• Andrew Gault Executive Head Chef, Steree Pub Co

• Jamie Holmes, Executive Head Chef, Hilton at the Utilita Bowl

• Matt Whitfield, Executive Chef, Ideal Collection

• Oliver Biggs, Director Chef, Forte Kitchen

• Simon Hartnett, Executive Head Chef, Queens Hotel Portsmouth

• Martin Dawkins, The Rustic Chef

• Jacob Rowley, Head Chef Oakley Hall


Leigh Sara Timberlake, Business South Group CEO, explained:

“The Local Produce Trade Show is a highlight of our year and we are proud to champion the important part our local producers play in the prosperity of the region."

“It has been gratifying to see business being done and everything from cheese and beer to locally smoked trout appearing on the menus of cruise ships and top local restaurants as a direct result of this show.”


In a bid to promote hospitality and catering as a chosen career path, a skills panel is being held in the afternoon. This will be facilitated by Andrew Cole, Director, Cavendish Stores Ltd, and Natash Dochniak, Commercial Manager, Hampshire Fare.


Students from local FE colleges attending the session will also get to enjoy a kitchen tour at the Hilton at the Utilita and they will receive a goody bag.


The skills panel will include:

• Andrew Gault Executive Head Chef, Street Pub Co

• Jamie Holmes, Executive Head Chef, Hilton at the Utilita Bowl

• Darragh Ryan, Sous Chef, 36 On The Quay and Masterchef the Professionals 2023

• Dawn Harrison, Head Teacher, St Francis Church of England Primary School, Chandlers Ford

• Emma Hunt, first generation farmer, Dandys Ford Dairy, Romsey

• James Wills, Private Chef & Caterer, Founder of Blackboard Canteen

• Herbert Berger, Retired Michelin Chef

• Cait Salanson, Founder and MD, The Little Kitchen Company


More than 60 local producers will be taking part in 2024 and the ever-popular chef’s panel, with top names from the regional culinary scene, will also make a welcome return.

Natasha Dochniak, Commercial Manager, Hampshire Fare, the county food, drink and craft group, said:

“The Local Produce Trade Show is an essential date in our members’ diaries, kickstarting their year with vital connections being made between producers and buyers from the hospitality, leisure and retail sectors."

“This year Hampshire Fare not only assisted with putting together the Chefs’ Panel which covers a wide variety of hospitality venues, from city centre bistros to luxury hotels across the region, but we also established a new Skills Panel."


“The aim was to inspire those coming into the industry with a range of speakers and diverse experiences. The line-up includes a first-generation farmer and runs from a young chef who appeared on the last series of MasterChef through to a retired Michelin starred chef.”


Andrew Cole, Managing Director of Cavendish Ships Stores Ltd, said: “Cavendish has long been a sponsor of the Local Produce Trade Show and each year I’m amazed by the breadth and superb quality of F&B products that are available right on our doorstep. Being able to offer our discerning customers such desirable products, and to do so more sustainably, is a must-do strategy for Cavendish.”


Charlotte Thomson, General Manager at First Stop Catering and Hygiene Supplies, said: “First Stop are proud to be sponsoring the local Produce Trade Show for 2024.


“First Stop have attended every LPTS from the start and thoroughly enjoy the atmosphere, the great business connections made, all the amazing local produce on show and especially the fantastic, passionate suppliers. A wonderful event and we are really looking forward to 2024’s show.”


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