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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 10, 2025
  • 3 min read

Five years on from the disruption of lockdown, young readers are engaging with more challenging books—and understanding them better – according to a new study authored by a University of Dundee education expert.


The 2025 What Kids Are Reading report, published by leading edtech provider Renaissance, includes data from over 40,000 pupils in Scotland and reveals how children’s reading habits are evolving. The study assessed the reading habits of nearly 1.3 million pupils across the UK and the Republic of Ireland.


Although the number of books read has declined slightly year-on-year, pupils still read on average 20.7 books a year—far more than the median UK adult, who reads just three. The data was analysed by Keith Topping, Professor of Educational and Social Research at the University.


In schools using Accelerated Reader, a structured programme that supports reading practice and comprehension, quiz scores have improved since last year. Primary pupils are now achieving 80% accuracy on reading quizzes (up from 77% last year), while secondary pupils have reached 72% (up from 69%).


Pupils are also scoring highest on their favourite books, many of which are more challenging than their most-read titles. In Year 5, for example, favourite books had a reading level nearly two years above the average for that age group, with quiz accuracy reaching 94%. These patterns suggest that when pupils are given the freedom to choose books they love, they rise to the challenge—and understand them deeply.


Professor Topping said:

“This year’s findings are encouraging. The narrowing of the enjoyment gap, particularly among disadvantaged pupils, suggests that structured reading time and access to tools like Accelerated Reader are making a real difference. When pupils enjoy reading, they read more—and when they read more, they achieve more.”

Additional insights from the National Literacy Trust’s Annual Literacy Survey, included in the report, show that while overall reading enjoyment has declined to 35%, its lowest level since 2005, Accelerated Reader users buck the trend.


Among pupils eligible for Free School Meals (FSM), 37% of those using Accelerated Reader say they enjoy reading, compared to 32% of their peers. A similar pattern appears among boys, with 31% of Accelerated Reader participants reporting enjoyment, versus 27% of non-participants—suggesting structured support may be helping to close the enjoyment gap.


This year’s What Kids Are Reading report also shows how children’s reading habits are changing. Jeff Kinney remains the most-read author across UK schools, with Diary of a Wimpy Kid still topping the charts. But newer voices are gaining ground, with titles by Marcus Rashford, Maria Isabel Sánchez Vegara and Matt Oldfield now among the most-read books in schools.


Books such as The Breakfast Club Adventures, Little People, BIG DREAMS, and Black Men in Science mean more pupils are seeing their experiences reflected in the stories they read—supporting not only literacy development but also helping pupils see themselves in the stories they read—fostering confidence, connection, and a lifelong love of reading.


Crispin Chatterton, Director of Education at Renaissance, said:

“This year’s What Kids Are Reading report highlights the real progress schools are making in helping children read with greater understanding."

“It’s especially encouraging to see disadvantaged pupils reporting higher enjoyment of reading in school—showing how targeted support can help more children build confidence and enjoyment in reading. At Renaissance, we’re proud to work alongside schools to create inclusive, engaging reading experiences that help all pupils succeed.”

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