From the outset, the JSD team impressed us with their thoroughness and attention to detail. We’re thrilled with the refined new look uniform, which has been well received by crew, customers and passengers. – Shaun Fitzpatrick, Titan Airways
JSD got airborne in March 2017, designing stylish bespoke corporate wear for its first ever charter airline client.
Titan Airways – which has a reputation for flexibility, punctuality and high standards of service – offers its international clients high-end travel and a 5 star service. Those chartering include rock and pop bands; corporates running product launches; and governments worldwide, who trust Titan with sensitive passenger and cargo operations.
“Although our crew had always stood out in terms of professionalism and service delivery, we were unhappy with the existing stock range uniform and wanted an altogether sleeker, more corporate look,” explains Shaun Fitzpatrick, the Titan Cabin Crew Manager.
In-house designer, Christina Burke, was part of the JSD team that took the initial tender brief. “Titan was clearly justifiably proud of its strong brand identity and distinctive aircraft livery,” she recalls. “They explained: ‘Our stand-out logo is very Titan Airways, so please take it as your inspiration and design a customised uniform range around that.’
“Most clients give me brand guidelines and design directions, but Titan gave me a model kit of a toy plane! We built it in the design studio and it became our reference point for both the logo and brand colours!”
It was the airline’s colour palette that became the defining element of the design concepts that JSD submitted, to win the tender. “Titan’s main flagship colour is a graduated orange,” Christina Burke explains. “But in my pitch I advised against using a colour for the new uniform that is so widely linked to easyJet.” Titan took that point on board and asked JSD to come back with a different solution.
Rather than using strong orange, Christina opted to deepen the tone and specify a more luxurious and sophisticated copper – and to link it to deep silver grey. “When I first presented, I had taken in a selection of fabric swatches,” she remembers. “One was a distinctive heritage tartan in an easy-wear poly/wool/lycra blend. Titan had liked that heritage look and asked if it could be designed and woven using their corporate colours.” JSD re-worked the tartan to create a bespoke silver grey fabric with copper tones as a check running through. The clients loved it.
The signature colour palette was reprised in the detailing. The piping is in a copper and metallic lurex, with a subtle shimmer to catch the eye. Buttons and cufflinks are in copper, too, and the client even opted to change the ‘wings’ – traditionally in silver – to copper. The two-tone ladies’ neck scarf is silver grey and copper; the men’s tie, also copper.
Once Jermyn Street Design had won the contract, there was a consultative period with Titan, during which all elements of the refined new-look uniform could be agreed. A first for Titan was the elegant bespoke coat, in a steel grey wool blend, with black trim and copper piping detail.
Titan also wanted their female cabin crew to wear a dress and jacket for the first time. To achieve this, the JSD design team played with the direction of the heritage check fabric, running it straight across the central panel and cut on the diagonal for the side panels. The jacket also teamed straight and diagonal effects.
“Using tartan in this way, I worked very closely with our JSD Production Manager to ensure we kept wastage to a minimum,” says Christina Burke. Few other UK corporate wear and uniform suppliers have the same in-house expertise to draw on, in terms of cost savings that benefit their clients.
For its male cabin crew, Titan asked for a heritage feel. The jacket that JSD designed is a two-button, modern slimline style with that distinguished ‘English gentleman’ look. It is worn over a high-button waistcoat; both are in the bespoke Titan heritage tartan fabric, with the copper piping, offset by a crisp white shirt and with darker grey trouser suiting – all for easy, mix and match comfort. And for cabin service generally, when jackets are removed, JSD designed a unisex collared apron in an easy-care black fabric.
“Titan loved our approach,” confirms Ann Dowdeswell, Sales and Marketing Director at Jermyn Street Design. “We were very consultative and encouraged feedback throughout the 2016 wearer trials, which involved nine senior and standard cabin crew with an age profile from 20 to 54. In response to wearer feedback, the fit of the ladies’ jacket was made a little more ‘pinched’ and flattering. All the Titan employees were sized on site at the company’s Stansted HQ. We offer them a very hands-on, tailored service, compared with what they had before.
“Previously the Titan cabin crew had been shoe-horned into a stock range. Now, in response to a wearer survey, 88.89% of them confirm: ‘I feel comfortable and proud wearing the new uniform’. They use words like ‘classy’, ‘comfortable’ and ‘very smart’ to describe the redesigned uniform range, and at JSD we are delighted that it clearly lives up to the high standards of the Titan brand.”