SAS Unveils New Inclusive and Sustainable Crew Uniforms, Blending Tradition with Modern Design

(IN SHORT) SAS is rolling out new crew uniforms that blend traditional Scandinavian elements with a modern, forward-looking design. The uniforms are the result of collaboration across various SAS departments and are designed to be functional, inclusive, and sustainable. They reflect the airline’s evolution and commitment to embracing diversity, with options such as gender-neutral attire, visible tattoos, and piercings allowed. The new uniforms, which draw inspiration from past iconic designs, balance high-quality materials with practical, adaptable elements suitable for different roles and seasons. This update aligns with SAS’s broader mission to support individuality and foster a diverse, inclusive environment. The transition to the new uniforms will begin in February 2025.

(PRESS RELEASE) Stockholm, Sweden, 2025-Feb-4 — /Travel PR News/ — SAS is unveiling a new set of crew uniforms for its 9,000 employees, blending the essence of Scandinavian tradition with a fresh, forward-thinking design. For nearly eight decades, the airline’s uniforms have been a reflection of its trusted identity as a Scandinavian carrier. With a diverse and expanding crew and customer base, the new uniforms emphasize functionality, innovation, and the airline’s deep-rooted heritage, symbolizing both SAS’s transformation and its future aspirations.

Each year, SAS crew members interact with approximately 30 million passengers. For many travelers visiting Scandinavia, the crew is often the first introduction to Scandinavian aesthetics, making their presence all the more significant.

Pernille Ormholt Vang, Chief People Officer at SAS, shared, “Updating the uniform policy was a pivotal moment for us, marking a clear step forward in expressing who we are as an airline. These changes are modern, but they remain grounded in our core values of professionalism, safety, and customer care.”

The new uniform design was developed through close collaboration across various SAS departments, incorporating insights that led to a contemporary, functional, inclusive, and sustainable design – a design that truly captures the airline’s Scandinavian values.

Kristine Mayer, SAS’s Design Director, noted, “The uniform is more than a simple visual element – it’s an essential work tool and a powerful statement of our heritage. Fashion trends are often a reflection of the time in which they’re created, and as SAS embarks on a new chapter, it’s fitting that our uniforms evolve as well. This design embodies modern Scandinavian culture, and I believe it will become iconic globally.”

Key features of the new uniform include:

• Timeless meets modern: Drawing inspiration from iconic SAS uniforms of the past, including those designed by legendary figures like Christian Dior and Calvin Klein, the uniform blends a sleek, modern aesthetic with high-quality materials and dynamic details for a look that’s both timeless and innovative.
• Inclusivity and individuality: The uniform is designed to be gender-neutral, with flexible options such as sneakers and allowances for visible tattoos and piercings, empowering employees to express their individuality.
• Sustainability at its core: The materials were selected for durability and longevity, with certain items being reused or upcycled to minimize waste.
• Functionality and adaptability: The uniform offers a balance between style and practicality, with pieces suited for various roles, seasons, and weather conditions.

Pernille Ormholt Vang added, “Our colleagues are unique individuals, and it’s vital we foster an environment where they feel empowered to express their identity. We believe that by embracing greater diversity in personal expression, especially through initiatives like our gender-neutral uniforms, we are becoming more relevant to the communities we serve.”

This updated uniform policy aligns with recent changes in SAS’s appearance guidelines, which also now permit visible tattoos, piercings, and the option for sneakers. These changes, implemented last summer, reflect the airline’s commitment to creating a workplace where diversity is celebrated.

The rollout of the new uniforms will begin in February 2025, with both the old and new designs coexisting throughout a year-long transition period.

Media Contact:

Tel: +46 8 797 29 44
email: press@sas.se

Source: SAS

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