'Fairy' brand too gay for Aussie blokes

A high-profile New Zealand outdoor clothing brand has changed its name to appeal more to blokey Australian men.

Fairydown clothing changed its name to Zone because Australian men did not like the homosexual connotations associated with fairy.

Hugo Venter, managing director at Arthur Ellis, which owns the brand, said market research in Australia found the name 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 New Zealand mountaineering legend Sir Edmund Hillary, who wore Fairydown clothing and slept in a Fairydown sleeping bag when he conquered Mt 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. We survived and pushed on to the summit."

Mr Venter said the company had considered retaining the Fairydown clothing name for the NZ market, but having different brands for different markets was too difficult.

Fairydown packs, sleeping bags, wool duvets, and pillows would continue to carry the brand.

- NZPA