The Role of Workwear in Brand Building
As companies start taking a more considered approach to uniform design, we look at the vital part it plays in a brand’s identity, plus why the workwear aesthetic is crossing over into fashion and culture more broadly
The origins of work uniforms can be traced all the way back to the middle ages, when workers would wear badges on their clothes to denote their role in the army or in service of lords. The rise of modern workwear in the 20th century, however, is synonymous with many companies’ transition to global corporations, which suddenly required their branding to be distinctive enough that it could be recognised by customers in countries around the world.
Jermyn Street Design founder Susanne Malim was first introduced to the potential of uniforms as an exercise in brand building when she worked as a model in the late 1970s. “They used me for the launch of a British Airways uniform, which I thought was beautiful at the time, but I was so aware that the clothes that most people were being asked to wear just weren’t fit for purpose, or were incredibly hard to work in. That was why I started Jermyn Street Design, to put in some fit, flair and a bit of fashion.”
Since launching in 1981, the company has created uniforms for everyone from Dyson to an early iteration of Virgin Galactic. “We got involved with designing for Christian Dior, Chanel, Gucci and Givenchy and the workers that were selling their cosmetics. So we started if you like with fashion and then companies like Eurostar and Ocado went, hang on, why don’t we use designers like that?”
While uniform design was a pretty niche business to get into when Malim started out, today the workwear market is worth over $32 billion and is expected to grow by another $10 billion by 2026, according to ReportLinker.
Click here to read the article by Creative Review
More Articles
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
A brand-new fully inclusive uniform for Coventry Building Society Coventry Building Society is committed to creating a balanced and diverse workforce. They recently launched a fully inclusive uniform as part of this strategy. There is no longer a men’s and women’s range, instead, the clothing items are simply categorised as ‘masculine’ and ‘feminine’ fit, allowing […]
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 […]
Sustainable Fashion: Podcasts for Your Business
Whether you are looking for a comedic start to your morning or to learn more about the world around you during your commute, podcasts have dramatically grown in popularity. This relatively new form of media now offers listeners the ability to learn new discussions without the need to read or use their hands. With 464.7 […]
Uniform Suppliers: On Maternity and Menopause
No matter the gender or stage in life, your employees’ comfort and safety should be your top priority as an employer and uniform supplier. Women are starting to make a major contribution to our workforce, with the employment rate for women being 72% as on October 2022, closing in on the 79% recruitment rate for […]
