Uniforms are often overlooked in the service industry, yet when labels contribute, the results can reshape how businesses are perceived. From airlines to ramen shops, collaborations between designers and service venues show how clothing can carry identity as much as interiors or logos. Here are five examples.
1. Vivienne Westwood × Virgin Atlantic (2014)
Virgin Atlantic introduced staff uniforms created by British designer Vivienne Westwood. Female crew wore sharply tailored scarlet jackets and pencil skirts, while male staff received three-piece burgundy suits influenced by Savile Row. Sustainability was a focus, with fabrics made from recycled polyester. The designs combined retro glamour with Westwood’s precise tailoring, reinforcing Virgin Atlantic’s image as a stylish and distinctive airline.
2. Ippudo × Engineered Garments (2014)
New York’s branch of the Japanese ramen chain Ippudo asked Engineered Garments to design new uniforms. The result was a navy cotton work jacket with asymmetrical pockets and a matching apron, blending traditional ramen shop attire with contemporary workwear. Limited runs of the jacket and apron were sold to the public and quickly sold out, showing how a functional uniform could also serve as a retail product.
3. The Clove Club × Beams Plus (2016)
London’s Michelin-starred Clove Club collaborated with Japanese label Beams Plus in 2016 to create uniforms that matched the restaurant’s refined yet casual atmosphere. Staff were dressed in Oxford shirts paired with khaki aprons, an understated look influenced by Ivy League style. Small functional details, including hidden pockets, reflected Beams Plus’ focus on craftsmanship. The collaboration highlighted how subtle uniform design can reinforce a restaurant’s personality without distracting from the dining experience.
4. White Castle × Telfar (2021)
For its 100th anniversary in 2021, American fast-food chain White Castle partnered with New York label Telfar. The collaboration produced T-shirts, polos, aprons, and official durags, a first in the industry. Designed in the label’s streetwear aesthetic, the uniforms were distributed to all 10,000 employees. Limited retail versions sold out quickly, turning everyday workwear into sought-after merchandise while giving employees clothing they could wear with pride.
5. Blue Bottle Shibuya × Human Made (2021)
Also in 2021, when Blue Bottle Coffee opened its Shibuya location, it collaborated with NIGO’s label Human Made. Staff wore graphic T-shirts, aprons, and caps featuring both brands’ logos. The collection mixed Blue Bottle’s minimalist identity with Human Made’s Americana references, and merchandise versions were released alongside a special coffee blend. The project linked Tokyo’s café culture with streetwear, making the uniform part of a wider lifestyle offering.
