Kiwi Brand Too Gay For Aussies...

Different markets have different requirements, but it's hard not to snigger at the news of Kiwi down specialists Fairydown having to change their name for the macho males of the Australian market.

As reported in yesterday's Guardian, the top drawer company - Hillary used one of their bags when climbing Everest - is changing its name after market research revealed that Aussie men were 'uncomfortable with the supposedly effeminate associations of Fairydown' and, in particular, the word 'fairy'. Apparently the survey found that insecure Bruces wouldn't be happy to be seen wearing the brand in the pub.

The decision was apparently greeted with derision by that noted softy Sir Edmund Hillary who apparently said Australian men were being 'ridiculous':

'Reading that connotation into a name is just absolutely stupid,' he told the Dominion Post newspaper. 'It's a good brand. I have a Fairydown jacket and I'm very proud to wear it.'

The new, more macho name for the brand down under is the slightly more manly-sounding 'Zone', though we reckon 'Hairydown' would have been a better choice....

On a serious note, the move has angered Australia's gay community, which is also having to cope with what's arguably anti-gay advertising from beverage brand 'Fagg's Coffee'. See this story for more details.

Fairydown clothing is available in the UK - see their UK web site - and with us Brit' guys rock solid in our sense of masculinity and in touch with our feminine sides, we reckon there's no chance of a name change here. Ahem...