Edinburgh football fashion brand targets growth with Business Gateway support
Edinburgh-based football apparel brand Universal Language has credited Business Gateway support with reshaping its commercial foundations as it prepares for its busiest period of trading since launching in December 2024.
Founded by school friends Chris Aitchison and Pete Burt, the brand produces high-quality, fan-focused clothing inspired by Scottish football culture. Chris brings commercial and marketing expertise built across years running his own agency, while Pete spent more than eight years as a designer in professional football, working for Hibernian and Tottenham Hotspur before returning to Edinburgh to build something made with a clear focus on the fans.
The idea first came to Chris while looking for a Hearts gift for his father. Searching online for football memorabilia, he couldn’t find anything of suitable quality or true sense of the club and its culture. Seeing the gap, Chris brought it to Pete, and the pair set out to build a brand around what they felt was missing: products that celebrated a club’s identity properly, rather than just its badge.
All products are designed in Edinburgh and printed or embroidered in the UK using sustainably produced garments. The range balances a permanent core collection with limited edition drops, allowing the brand to mark specific moments, clubs and cultural references while keeping its best-loved designs in circulation.
Current collections focus on Hearts, Hibernian and an expanding Scotland national team range, with plans to grow into further clubs and collaborations. The brand has also recently taken its products on the road with the opening of a special of pop-up shop, timed to coincide with the World Cup.
Since launching, Universal Language has reached more than 3,000 customers, sold 5,000 products and generated 1.5 million monthly social media views. The brand has also raised more than £2,500 for MND Scotland, its charity partner, through sales of an official Marius Zaliukas tribute t-shirt.
The Edinburgh Business Gateway team has worked closely with Chris and Pete to assess and restructure the business, reviewing its brand communication strategy and aligning every element behind a single commercial goal. The Business Gateway team extended that support to include specialist IP guidance, with an arranged session involving the Intellectual Property Office helping clarify trademark and copyright processes.
Universal Language has since moved to trademark its brand and copyright its designs, protecting its assets as it looks ahead to the next stages of growth.
Pitch preparation sessions followed, opening connections with the potential to create new opportunities for the business, while Chris has also attended several Business Gateway workshops to expand the team’s knowledge in a range of key areas.
Julie Batten, Business Gateway adviser, said: “Universal Language is a strong example of what happens when a genuine idea is backed by sound business thinking.
“Chris and Pete came to us with real momentum and connection to their audience. Our role was to help them build the right structure around it, from strategy to brand protection, so the business can grow on solid ground.”
Chris Aitchison, co-founder of Universal Language said: “The support from Business Gateway came at exactly the right time. Sitting down and properly reviewing the strategy gave us a solid foundation and the confidence to continue growing the business, knowing we are headed in the right direction.
“The IP guidance has been equally important. As the brand grows, protecting what we’ve created matters more and more. We’re genuinely grateful for the help getting that right.”