Legendary Kiwi outdoor clothing brand Fairydown has had its name resurrected in the Australian market, a reversal of an earlier decision to rename the brand as "Zone" because Aussie males couldn't handle wearing anything that had "fairy" on it. Market research conducted by manufacturer Arthur Ellis in 2003 concluded that the brand had "homosexual connotations" in Australia and was hurting sales. Chief executive Mary Devine says they've switched back to the 75-year-old Fairydown brand name after pressure from consumers and retailers. She said the company had come up with new marketing ploys which would help Australian men to feel more comfortable with the brand - "through the position of the brand and the advertising of it...It will be a lot more comfortable for those who were concerned about having a fairy on their garment." This marketing ploy will involve an advertising campaign featuring a famous New Zealand mountaineer (not Sir Edmund Hillary, who wore Fairydown when conquering Everest in 1952) wearing an old Fairydown jacket and saying: "Come here and call me a fairy!"