Uniform Design Does Not Have to Be Timeless
From the Excesses of the 80s to Functional, Global Workwear Today
Since the early 1980s, Jermyn Street Design (JSD) has been at the forefront of transforming how businesses approach staff uniform design. In an era dominated by cheaply made, off-the-shelf uniforms crafted from synthetic fabrics like crimplene and polyester, differentiation was minimal, often limited to a badge, logo, or crude colour scheme.
Consultation with staff was rare, and uniforms were more about conformity than comfort or brand representation.
It was also a time when “promotional” girls were commonly used at trade shows and sporting events, with employers specifying dress sizes when recruiting for hospitality roles for women.
This lack of inclusivity and consideration highlighted the need for a more thoughtful approach to uniform design.
From Just Adding a Logo to Commissioning Armani: The 80s Revolution in Uniform Design
While the airline industry had been early adopters of fashion designers for uniform creation, by the late 80s, this trend expanded across hospitality, retail, and even the armed services.
Notably, Giorgio Armani designed uniforms for the Italian Carabinieri (military police), signaling a shift towards integrating high fashion into functional workwear.
In the UK, JSD emerged as a pioneer in this new approach.
Founder Susanne Malim, with a background in fashion, recognised the opportunity to revolutionise the industry by creating bespoke corporate uniforms. She envisioned dressing working women in stylish, comfortable clothing they’d be proud to wear off-duty.
Moving away from the itchy polyester outfits of the 70s, Malim and her team introduced better quality fabrics, such as innovative natural materials woven with stretch, into client uniform designs.
Drawing inspiration from Paris catwalks, popular culture, and LA street style, JSD understood that uniforms could powerfully reflect a brand’s identity and convey its messages.
As Malim noted in a Design Week article, “One of the most misunderstood elements of a successful uniform design is the idea that it has to be timeless. When I revisited our archived designs of the 1980s and 1990s, I was reminded of how important being ‘in the moment’ is for some brands.”
Texaco and Dunhill: Contrasting Styles Reflecting Brand Identity
Texaco in the late 80s exemplified how uniforms could mirror contemporary street fashion. The designs featured big, bold logos, baggy cuts, Lycra ski-wear shapes, cinched-in waists for women, hooded tops, baseball caps, and trainers, capturing the essence of the era’s style.
Conversely, for the Dunhill Golf Tournaments, JSD crafted a wardrobe of smart, preppy uniforms, emphasising shoulder pads, wide pants, double-breasted suits, and bold pinstripes.
These designs aligned with Dunhill’s sophisticated brand image, demonstrating JSD’s ability to tailor staff uniform design to diverse brand identities.
The 90s: A Shift Towards Pared-Down, Functional Workwear
The economic recession of the early 90s ushered in a more restrained period in fashion. In the workplace, structured looks with neutral colours became prevalent, with black becoming a staple for fashion followers.
As more women entered the workforce, there was a demand for easy-care, everyday office attire.
With corporate workwear, companies began to recognise the benefits of well-designed, custom uniforms. Branding became more discreet yet needed to effectively reflect brand values.
The design process evolved to incorporate more functionality, accommodating staff preferences. Greater attention was paid to fabric selection, practical styles, and offering a range of wardrobe items
Entering the 21st Century: Embracing Health, Safety, and Inclusivity
By the turn of the century, significant changes influenced uniform design. Health and safety regulations tightened, and HR laws evolved, requiring uniforms to meet specific PPE standards and promote inclusivity. Employers were now expected to provide a range of options to accommodate diverse staff needs.
As businesses expanded globally, ethical uniform suppliers like JSD had to cater to a diverse workforce, considering regional differences in climate, customs, laws, and fashion. This global perspective provided opportunities for companies like JSD to extend their reach internationally.
JSD’s commitment to innovation and ethical practices has kept us at the industry’s forefront for over 40 years.
By staying ahead in creative design processes, fabric technology, and adopting a flexible approach to clients, we have attracted a wide range of top corporations.
Their leadership in promoting sustainable corporate uniforms and ethical design sets us apart in the industry.
The Evolution of Uniform Design: A Reflection of Societal Progress
The journey of uniform design over the past four decades mirrors broader societal shifts towards inclusivity, sustainability, and brand consciousness.
From the flashy, designer-inspired uniforms of the 80s to today’s emphasis on sustainable corporate uniforms and ethical practices, JSD has consistently adapted to meet the needs of businesses and their employees.
As an ethical uniform supplier, JSD continues to lead the way in creating staff uniform designs that meet functional requirements and align with contemporary values and aesthetics.
This legacy underscores the importance of thoughtful, adaptable design in building brand identity and promoting employee well-being.
More Articles
Sustainable Fashion Week 2024
The fashion industry has an undeniably large environmental footprint. According to research, fashion accounts for around 20% of wastewater worldwide and 10% of global carbon emissions annually – and these numbers are still growing. At the current pace, the fashion industry’s greenhouse gas emissions are predicted to surge more than 50% by 2030. These stark […]
Overproduction is Over: Why Made-to-Order is the Smarter Option
Every year, the fashion industry produces over 92 million tonnes of textile waste globally. In fact, in the UK alone, it is estimated that we send £140 million worth of clothing to landfill annually. Much of this waste comes from overproduction, where excess stock goes unsold and eventually ends up in landfills. In an age […]
Uniform Design Trends In 2023
Similar to the clothing industry, uniforms are constantly changing and evolving. In 2023, we have seen different trends emerging in the world of uniforms which have been reflective of both fashion and function. In this article, we will be discussing what the current uniform trends are, what we envision the future of uniforms looking like […]
Royal Palaces Uniforms Throughout The Years
The history of England’s historic royal palaces is intertwined with stories of luxury, power, and intricate attire. Throughout the centuries, the uniforms worn by those entrusted with safeguarding and serving the monarchy have played a significant role. Since 2011, Jermyn Street Design has been the chosen provider of uniforms for these historic palaces. In this […]
One Unifying Look With a Focus on Diversity, Inclusivity, and Sustainability
Coventry Building Society: A New Standard in Inclusive, Sustainable Uniforms When Coventry Building Society approached Jermyn Street Design (JSD) to develop their new staff wardrobe, their goals were clear: design a collection that would unify the team visually, feel inclusive to wear, and align with their strong environmental values. As a business recognised for its […]
Inclusion and Belonging is Important for Successful Teams
We all want to belong, to be part of and to feel like we are contributing to a greater good. This has been a basic human need throughout history and still is in the 21st century. We find belonging in many ways, through our families and friends, our communities, cultures and institutions. We also find […]
