Aussie men have fear of fairies
• Lesbian, Gay, Bisexual
Australian heterosexual men are fraidy cats.
Business Day:
AUCKLAND - An outdoor clothing brand that took Sir Edmund Hillary to the top of Everest 50 years ago is to change its name after market research revealed Australian and British men believed it had homosexual connections.
But Hillary, who took "Fairydown" clothing and sleeping bags to Everest and the South Pole, was furious today over the change.
"Reading that connotation into the name is absolutely stupid - its a good brand," the legendary mountaineer told the Dominion-Post. "I have a Fairydown jacket and I am very proud to wear it."
The Sydney Morning Herald:
Fairy brand 'too gay for Australian men'Fairydown clothing changed its name to Zone because Australian men did not like the homosexual connotations associated with the word "fairy", the Dominion Post newspaper reported yesterday.
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."
New Zealand Herald
'Fairy' brand too gay for Aussie blokesMr 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.
Nzoom:
The survey showed Australian men would not be happy wearing Fairydown to the pub.
Study shows Australian insecurities