Leading global uniform supplier Jermyn Street Design has designed and developed the brand new Butlin’s Redcoats uniform. The new design, the first for the famous Redcoats since 2011, was unveiled in Stratford, London, along with a life sized statue of Ex-Butlin’s Redcoat Stephen Mulhern. Butlin’s sought a re-design to give the iconic Redcoat a new look and feel in line with a new brand purpose. Nihal Selimi, Head of Design at Jermyn Street Design, explains: “They wanted their Redcoat team to feel special wearing the famous jacket. They wanted it to reflect their brand themes of ‘playful, pioneering, positive, inclusive, welcoming and unpretentious’.”
Jermyn Street Design (JSD) was brought in to create completely new hospitality uniforms, including the iconic red blazer, to reflect changing perceptions of Butlin’s and also aid with staff recruitment. The fit of the new range of clothing has been improved, enabling the Redcoats to move easier in their roles, whether they are performing on stage or sitting on the floor entertaining the resorts’ younger guests.
The new design offers a contemporary feel while still retaining its iconic look. We have added recycled polyester into their polo shirts, mixed with cotton to improve fabric breathability. The hospitality uniforms have a more smart-casual style compared to previous iterations, following feedback from current Redcoats who have been involved in the design process.
The new look will also mean the end of a set ‘formal’ and ‘casual’ uniform, instead allowing individual pieces to be interchanged, featuring a polo that can be worn with shorts or trousers and a jacket or gilet.
The entire range is also designed to be comfortable throughout the year, whatever the British weather has in store. The new hospitality uniforms are being rolled out to all Redcoats from January 2024 across all three Butlin’s resorts – Skegness, Bognor Regis and Minehead..
TV presenter and ex-Butlin’s Redcoat Stephen Mulhern, was at the unveiling of his life-sized statue in Westfield Shopping Centre, Stratford in October 2023, where it was on display before being relocated to the Butlin’s Minehead resort, where Stephen started his career as a Redcoat.
Stephen commented: “To be involved in the new Redcoat uniform launch and for Butlin’s to honour me with my own statue is a very proud day for me. Working as a Redcoat in Minehead played such an important part at the start of my career and I recommend this experience as the perfect platform to anyone looking to get into the entertainment world.
“I know first-hand just how much work goes into the role and providing the best holiday experience for families and how fun it truly is. I also know how much pride the brand takes in its uniform, with only trained Redcoats allowed the honour of wearing the jacket, so it’s brilliant to have the privilege of launching the new uniform”.
As well as launching the new look for the Redcoats, Butlin’s is re-launching the role, with the introduction of a ‘Redcoats Academy’, an all-encompassing training programme for new recruits.
Danielle Carruthers, Senior Sales Manager at Jermyn Street Design, said: “It’s been such a pleasure working with the Butlin’s Team on re-designing this iconic uniform. The brand exudes a warm, family-oriented vibe, and the feedback we’ve received so far from the Redcoats involved in the project has been overwhelmingly positive.”