The History of Aertex
The Early Years of Aertex
1888 was a rather memorable year for numerous reasons:
Painter Van Gough infamously cut off his ear, the first ever motion picture was filmed and an experiment using aeration led to the formation of one of today's most innovative fashion brands.
Back in the late 1800s, Lancashire mill owner Lewis Haslam began trialing his theory of aeration, trapping air within the warp and weft of fabric. The result was a cellular cotton fabric that provided a barrier between the warmth of the skin and the chill of the atmosphere - the Aertex company was born
The British Land Army wore 'Aertex' as part of their uniform in World War II and The British 7th Armoured Division, one of the most famous formations that ever served in the British Army, wore Aertex bush shirts and jackets - a great booster for our brand.
1950's Aertex
Fashion in the 50s changed significantly from the strict nature of previous decades. For the first time, teenagers were making their fashion voice heard and branched away from the trends of the older generations. Both men and women who considered themselves at the forefront of fashion were seen wearing Aertex shirts and underwear.
Aertex emerged as a symbol of prosperity and featured in the Festival of Britain in 1951. The items featured at the event were seen by the visitors as luxury garments, because they were in colours, designs and fabrics that most people had never seen before.
In 1959, Aertex, together with Ovaltine, sponsored the "All New Netball Assocations' coaching firm, establishing the brand within the UK sports arena.
1960's Aertex
By the 1960's Aertex had become a sports and school wear classic; featuring in a wide spectrum of sports including: tennis, cricket, netball and football; with Wimbledon champions and the Engish World Cup squad all wearing Aertex.
The fast paced 1960's mind-set was typical of, 'let's get on with the future', making it a very fast moving decade in fashion and social attitudes alike. With people wanting to branch further afield, Kenya became an affluent holiday destination and Aertex cashed in with an innovative collection of safari outfits designed to keep holidaymakers cool in the blistering heat.
1970's Aertex
Known in the fashion world as the era of Disco, the 1970's held a different path for Aertex.
The brand scored highly within the football world, with England kicking off the 1970 World Cup sporting the Aertex fashion.
Football legend, Pele, was also seen to wear an Aertex shirt when he played for the New York Cosmos in the mid 70's.
1980's Aertex
Fashion demographics changed yet again in the 80's with the teenage market seeing a drop in popularity. It was the era for designer labels to make a real impact, with brand names becoming status symbols for sports gear and sportswear.
Aertex continued to influence the sportswear scene into the 1980's with manufacturers like Adidas utilising the properties of cellular cotton fabric. Football marvel, George Best was seen to wear such a shirt when he played for the San Jose Earthquakes in 1981.
1990's Aertex
Although fashion trends had tapered off, the 90s proved to be a successful decade for Aertex with celebrities investing in the quirky yet practical qualities of the brand.
The brand also became a 'mum must have' with a tough, breathable range of school wear available to all schools; from shirts to PE kits.
Aertex Today
Today Aertex is gaining in popularity with people from all walks of life, including the celebrity worlds of entertainment and sport. Big Brother presenter Jeff Leach, Dirty Pretty Things Carl Barrat, Ruff Sqwads Fuda Guy, Rugby Legend Gareth Thomas and The Charlatan's Jon Brooks to name but a few.
Aertex is firmly established in the hearts and minds of modern customers as a brand that offers style, quality and comfort. Not bad for a brand that has also been given a place in London's leading museum.
