top of page

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.”

Most Read

British Superbike Rider Gears Up For Charity

British Superbike Rider Gears Up For Charity

Edmund Best, a British National Superstock rider for team SymCirrus Motorsport, has declared his support for The Bridge Homelessness to...

RHS Calls For Compensation Due To Financially Devastating Impact Of A3/M25 Roadworks

RHS Calls For Compensation Due To Financially Devastating Impact Of A3/M25 Roadworks

With 350,000 fewer people visiting RHS Garden Wisley annually due to the National Highways A3/M25 roadworks, resulting in £6 million...

What Is The Nation's Favourite Pizza?

What Is The Nation's Favourite Pizza?

Once regarded as an occasional treat or a post-pub indulgence, pizza has risen—like a well-proofed dough—to claim a central spot in...

Categories

  • Aug 4, 2023
  • 2 min read

Wembley Stadium, connected by EE, will have a new state-of-the-art pitch in place for this

week’s FA Community Shield between Manchester City FC and Arsenal FC.


The FA Community Shield is the traditional curtain-raiser to a new football season. Last year’s

contest was moved to the King Power Stadium in Leicester while Wembley Stadium hosted the UEFA Women’s Euro ‘22 Final. The fixture returns to its usual home this week, with the Wembley grounds-team adding the final touches to a playing surface, which over the summer played host to sell-out concerts attended by over half a million people.


The fact Wembley Stadium is ready to host such a prestigious football match, so soon after

concert season, is down to the latest advancement in pitch technology. The hybrid carpet

‘Lay and Play’ grass pitch was grown off site, on a turf farm hundreds of miles away from the

stadium.


Once it was ready, more than 720 rolls of the hallowed turf were put on a number of lorries

and transported to the stadium, before it was laid out last week. At 10 metres long by 1.2

metres (which if end to end would be 7km in length), the whole install took 60 hours to

complete.


Wembley Stadium’s Grounds Manager Karl Standley said: “Lay and Play is a game-changer

for a multi-purpose venue like Wembley Stadium. Previously, it might have taken up to five

weeks after a concert to get a pitch ready for a football fixture. Now this can be done in just

five days."


“Growing it offsite means we can ultimately cut down the time required between concerts and football to let the pitch recover, so that Wembley can continue to keep up with global demand to stage world-class events.”

It took more than three years of research and development to get to a stage where the

meticulous Wembley team was happy that lay and play technology could meet their high

standards.


“The Wembley pitch is unique and has very certain requirements. It involves a specific blend

of sun, water, nutrients and takes 14 weeks to get into perfect shape. Even the fertiliser plan is

bespoke to our requirements,” adds Karl.


“It is like one big chemistry experiment. We had to test every stage of the process including

the grow time, any potential damage during transport and how it reacts when it comes into

the stadium. It is a very precise procedure, and we monitor every stage closely."


“The pitch for this week’s FA Community Shield fixture came into the stadium on July 25 and

has settled in nicely. After that it will be used for the Rugby League Challenge Final before

concerts and events including AEW Elite Wrestling at the stadium.


“The next step is to make the whole process sustainable with the old pitch going back into grassroots football. At present the old pitch goes off to a production site where the grass, sand and plastic is separated. The grass decomposes naturally, and the sand is sent back to us so it can be reused or sent out for use on grassroot pitches."

“We are close to now finding a use for the plastic, whereby it can be melted down and used to produce equipment for sports teams. Eventually the whole process will be 100% sustainable.”

Most Read

British Superbike Rider Gears Up For Charity

British Superbike Rider Gears Up For Charity

Edmund Best, a British National Superstock rider for team SymCirrus Motorsport, has declared his support for The Bridge Homelessness to...

RHS Calls For Compensation Due To Financially Devastating Impact Of A3/M25 Roadworks

RHS Calls For Compensation Due To Financially Devastating Impact Of A3/M25 Roadworks

With 350,000 fewer people visiting RHS Garden Wisley annually due to the National Highways A3/M25 roadworks, resulting in £6 million...

What Is The Nation's Favourite Pizza?

What Is The Nation's Favourite Pizza?

Once regarded as an occasional treat or a post-pub indulgence, pizza has risen—like a well-proofed dough—to claim a central spot in...

Categories

St Austell Brewery Charity Golf Day Raises £10,000

St Austell Brewery Charity Golf Day Raises £10,000

St Austell Brewery has raised £10,000 following a successful charity golf day attended by customers, suppliers and partners from across the South West.

Business-Led ‘Road Map’ Launched To Boost Hampshire’s Workplace

Business-Led ‘Road Map’ Launched To Boost Hampshire’s Workplace

A three-year, business-led ‘road map’ has been launched to narrow skills gaps in the workplace, spotlight training opportunities including for NEETs and boost Hampshire’s regional economy.

Business Gateway Support Fuels Rapid Growth For Dunndee Gas

Business Gateway Support Fuels Rapid Growth For Dunndee Gas

A Dundee-based gas supply business that launched from one entrepreneur’s determination to protect local customer relationships and continue a trusted service is now celebrating a six-figure turnover with plans to expand further.

Recent Posts

bottom of page