I love a good heritage brand, don’t you? All the meaty history and years of manufacturing and production experience form an enticing combination. As we all know, making the daily decision of what to wear isn’t just a case of opting for what’s aesthetically pleasing (or clean, as is often the case with myself), but also involves the consideration of clothing as a signifier. Without delving too far into semiotics, it’s interesting to note that what you don instantly communicates something to those who see you in daily life – be it an insight into your personality, your mood, or – and this is this post’s chief theme – an advocation of a particular style or brand. Heritage brands, steeped in history as they are, hold the added appeal of conveying a whole host of stories through their wares.
Aertex, born back in 1888 under the helm of Lewis Haslam, is one such brand. I’m not going to regurgitate the brand’s v. extensive bio here since it’s done in a much more informative and entertaining fashion on the site than I could ever provide, but suffice to say that from Haslam’s invention of the breathable fabric, Aertex, to the house’s integral role in sporting circles (their fabric was used in the England team’s 1970 World Cup gear), this is a label that’s stood the test of time and speaks volumes because of this.
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^ Highlights from Aertex’s online shop – Clockwise from top: Keele Knitted Sweater at £75; Jarvis Long Sleeve Knitted Jacket at £70; Ric Fleece Over Shirt at £50; Gillett Double Face Check Shirt at £60
Now, having contributed to the world of athletics for decades, the brand has opted to evolve into something of a high-end, high-street label. There’s definitely something Fred Perry-esque about the brand’s re-direction, with some serious music (think Dirty Pretty Things’ Carl Barat and The Charlatans’ Jon Brooks) and media (babe Rick Edwards) names being tied to the new aesthetic.
Personally, though, I’m just a bit head over heels for the skinhead styling of their Spring Summer 10 lookbook. It’s all Slava Mogutin meets British indie band.
whaat, Aertex as in the same Aertex that would pop up on my uniform list in secondary school each year as a reminder that I'd have to run around a freezing hockey pitch twice a week all year? The same Aertex as in 'girls, put on your Aertexes and O'Neill's, we're going to play dodgeball'? Weeird!
ana: HA! Had no idea, can't recall ever seeing the name before to be honest. I guess now they're striving for connotations more musical skinhead than sports-playing schoolgirl./Male-Mode.com