British-based clothing start-up Shackleton has set itself the target of raising £27,000 in 27 days, the company has announced.

Having raised around £3,000 before Christmas, the company now has until 31 January to reach its £30,000 target through the Kickstarter website. Under the website’s rules it must reach its target to receive any of the money raised.

The Shackleton clothing brand is the latest venture from entrepreneur Simon Middleton, whose first crowdfunding venture was to fund The Shackleton Banjo in 2013.

That particular campaign easily passed its target of £30,000 – eventually raising £48,000. This allowed Middleton to produce the fist production-level banjo manufactured in the UK for 60 years.

Middleton went on to launch a range of premium beers and a knitwear collection. The latter, along with the wider clothing range, is inspired by images of explorer Ernest Shackleton – after whom the brand is named –100 years ago.

Exactly a century after Shackleton took on the globe’s most hostile environment, Middleton is calling this fundraising push his own “dash to the pole”.

“Kickstarter was a great way for us to get started on our British manufacturing adventure, just over a year ago. Now we are using its tremendous crowd-sourcing potential again to fund the design and prototyping stages of our fantastic new Shackleton clothing range,” he said.

“Now we are have a 27 day race to achieve the remaining £27,000 that we need to expand from knitwear into jackets, trousers and shirts – all designed from 100-year-old photographs of Shackleton.”