Sport label Aertex bids for coolness

Sports clothes brand Aertex is to relaunch and rebrand in a bid to shake off its fusty image and enter the realm of 'cool'.

The brand – traditionally associated with primary-school sports kit – is to reposition itself as a retro label, with a new range of menswear launching this autumn. It is using Sister PR for consumer and trade support.

‘We have made a DVD of famous people talking fondly of their school-days to reposition the brand,’ said Sister MD Sarah Millar.

T-shirt brand Punk Originals has also taken on Sister for consumer support.

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