Last week we caught up with Aertex's Marketing Manager, Paula Green about her early career, music, Manchester and how the brand is going global.

Manchester Fashion Network: How did you get into the fashion industry?

Paula Green: I started styling and dabbling in product placement with bands and then got interested in fashion from there. I've always been interested and followed trends. My first job was at a recording studio, I was 18 and moved me and my little girl down to London and never looked back. From there I started to get more involved with the bands appearance and styling them for events.

I decided I wanted to get into fashion styling so I enrolled do at the University of Central Lancashire, I was a mature student at 26 so I was there for the right reasons and was eager to get as much out of it as possible. After completing a project, my tutor encouraged me to approach the Pentland Group and show them my portfolio. After that I worked for the Pentland Group, as well as doing styling and product placement. I did a project that was to re-brand a company and chose The Brasher Boot Company.

After that, Adidas approached me to come down for an interview, out of 900 people I ended up getting the job. I then solely established the Entertainment Promotions department for the whole of the UK, which currently runs out of Covent Garden. Working with Adidas led me to be able to work along with other brands that bands such as Oasis. I was able to put Adidas clothing on Brad Pit in the film Snatch and took over the non sports specific PR for them. After that I chose to return to my favorite City, Manchester and help build Northern brands.

MFN: How did you get your current job as a Marketing Manager for Aertex?

PG: I was approached by Ellis, the head of Aertex, and I showed him my portfolio and explained how much I could give to Aertex and how I could transform them. We've been working together ever since!

MFN: Who do you see as the Aertex core customer?

PG: Someone with a really indie and youthful style. We work a lot with bands such as Futureheads, The Courteneers and The Charlatans. We're seen as a classic Manchester brand and people really like that.

MFN: Do you think there is a clear difference in brands that sell well in Manchester compared to elsewhere in Britain for example London?

PG: Absolutely, it's so much more laid back and real in Manchester. We see things differently and don't follow as much. Instead of replicating trends like London, we're influenced by our surroundings, sport and music.

MFN: Where is Aertex stocked?

PG: We don't have any dedicated stores, only online. Though we are stocked in cool independent shops as well as bigger shops like Coggles and Urban Outfitters,

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MFN: How is the brand received internationally?

PG: Amazingly well, I'm lucky that I get to work with the website as I'm able to see customer feedback and interact with our customers. We pride ourselves in being personable and respond to a question very quickly, within a few hours if possible. We're very well received in Moscow and Italy, it's because of the English heritage we have behind the brand. We're looking to expand into the US at the moment.

MFN: How does Aertex help to support smaller brands and graduates?

PG: We're very open at Aertex, like a big family! We all get on with everything, if something needs to be done, we'll all pitch in, even Ellis. We're not precious about roles as long as everything gets done. We have a film instead of a lookbook this season which is exciting and we've worked with graduates to produce that. We're also involved with collaborations to support smaller brands, everyone has to start at the bottom.

To learn more about the brand visit the Aertex website

Words by Clare Potts. Shop Aertex here

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