Edinburgh-based football apparel brand Universal Language has credited Business Gateway support with helping to reshape 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. Aitchison brings commercial and marketing expertise developed through running his own agency, while Burt spent more than eight years as a designer in professional football, working with Hibernian and Tottenham Hotspur before returning to Edinburgh to build a brand centred on supporters.
The idea for Universal Language emerged when Aitchison struggled to find a suitable Hearts-themed gift for his father. After searching online for football memorabilia that reflected the club’s identity and culture, he identified a gap in the market and approached Burt to develop a new concept focused on authenticity and design quality.
All products are designed in Edinburgh and printed or embroidered in the UK using sustainably produced garments. The range combines a core collection with limited-edition drops, allowing the brand to mark specific clubs, moments and cultural references while maintaining its most popular designs. Current collections focus on Hearts, Hibernian and a growing Scotland national team range, with plans to expand into further clubs and collaborations. The business has also recently taken its offering on the road with a series of pop-up shops timed to coincide with the World Cup.
Since launching, Universal Language has reached more than 3,000 customers, sold over 5,000 products and generated around 1.5 million monthly social media views. The brand has also raised more than £2,500 for MND Scotland through sales of an official Marius Zaliukas tribute T-shirt.
Support from Edinburgh Business Gateway has played a key role in supporting that growth. Advisers worked closely with the founders to review and restructure the business, refine its brand communication strategy and align operations around a clear commercial objective. This included specialist intellectual property guidance delivered in collaboration with the Intellectual Property Office, helping the business to better understand trademark and copyright processes.
Universal Language has since begun trademarking its brand and securing copyright for its designs as it looks to protect its assets during its next phase of growth. Additional support included pitch preparation sessions and access to workshops aimed at strengthening knowledge across key business areas.
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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, added: “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.”
