Designers are already working on the 2009 Ayers Rock range, which will see a definite shift towards the gastro pub/café culture/ equestrian and sailing markets, said ASD corporatewear sales manager Mark Palmer.

"We believe that if you're going to give something away it's got to be something you would actually want to wear, otherwise it's a waste of money," he said.

The new range will also eventually cover various other areas, such as luggage and the use of canvas as a fabric. "The aim is to create a point of difference and put different angles and spins on things," added Palmer.

The brand is being re-launched through UK distributor UKL, and Palmer is also looking to approach a major European distributor.

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