From today's Age newspaper:
Company gives camp label a new tag
By David King
September 17, 2003
A New Zealand outdoor clothing brand has changed its name to cater to the sensitivities of the insecure Australian male.
Fairydown clothing has changed its name to Zone because of homosexual connotations associated with fairy.
Hugo Venter, managing director at Arthur Ellis, which owns the brand, said market research in Australia found the fairy was holding the brand back.
"They (Australian males) don't want to have Fairydown on their shirts. It's something they don't feel happy with."
But Australian sensitivities did not wash with Kiwi legend Sir Edmund Hillary, who wore Fairydown clothing and slept in a Fairydown sleeping bag when he conquered Mount Everest with Tenzing Norgay 50 years ago.
Sir Edmund, who still wears Fairydown jackets, thought Australian males were being ridiculous. "Reading that connotation into the name is just absolutely stupid. It's a good brand. I have a Fairydown jacket and I am very proud to wear it."
Sir Edmund said his Fairydown sleeping bag performed well until the expedition got close to the summit.
"At our highest camp at 28,000 feet it was a bit on the chilly side."
Mr Venter said the company had considered retaining the Fairydown clothing name for the New Zealand market but having different brands for different markets was too difficult.
- Christchurch Press
http://www.theage.com.au/articles/2003/ ... 32923.html
No Fairies For OZ, if You Please!
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