Modern urbanists everywhere are celebrating the latest reincarnation of trendy lifestyle ISP, breathe.com, following today's relaunch of the service.

Sales of microscooters, baggy trousers and those sickly-sweet fruit-flavoured spirit-based drinks are expected to rocket as trendy city dwellers celebrate the return of their favourite dotcom brand.

Affinity Internet Holdings - which bought breathe from Great Universal Stores (GUS) in a paper deal worth £1.75 million six weeks ago - will offer unmetered Net access and mobile phone deals as part of its service.

24/7 unmetered Net access - based on the flat-fee wholesale product FRIACO - will be available priced competitively at £12.99 a month.

Part of Affinity's rationale for exhuming breathe is to use it as a showcase for its virtual ISP services.

Said Wayne Lochner, CEO of Affinity: "We're planning to keep the breathe brand very much alive and provide its users with the very best value services and the latest technologies available from the Affinity Group.

"These white label services represent both a powerful marketing channel and potentially lucrative revenue stream for any company," he said.

When Affinity bought breathe the trendy ISP had 50,000 active Net users and boasted 650,000 portal users.

GUS acquired breathe in January for £1.4 million after the cash-strapped ISP called in the administrators. Four months later GUS put the ISP back up for sale. ®

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