The new collection pairs practical hospitality workwear with contemporary Thai fashion cues as ONYX sharpens Shama’s urban-living identity.
ONYX Hospitality Group and Greyhound Original have unveiled a new uniform collection designed to bring Shama’s urban-living identity into a highly visible part of the guest experience.
- ONYX Hospitality Group and Greyhound Original have created a new uniform collection for Shama.
- The collection uses earth tones, minimalist silhouettes, adaptable collars, subtle Asian influences and discreet Shama branding.
- The design combines Greyhound Original’s “Basic with a Twist” approach with Shama’s “The Joy of Living” brand philosophy.
- ONYX is positioning the uniforms as a visible guest-experience touchpoint across a serviced-apartment brand with more than 20 properties in Thailand, China, Hong Kong and Malaysia.
(NEWS) BANGKOK, Thailand, 2026-Sep-14 — /Travel PR News/ — Uniforms are often treated as a functional necessity in hospitality, but Shama is turning them into part of the guest-facing design language of the brand. ONYX Hospitality Group has partnered with Bangkok fashion label Greyhound Original on a new collection intended to make staff appearance a more deliberate extension of Shama’s contemporary urban-living identity.
The collaboration, unveiled in Bangkok on September 11, brings together two Thai-rooted design perspectives: Shama’s “The Joy of Living” philosophy and Greyhound Original’s long-established “Basic with a Twist” approach. According to details released by ONYX Hospitality Group, the resulting uniforms use an earth-tone palette, clean minimalist lines, subtle Asian influences and understated Shama branding, with adaptable collars providing variation within the collection.
Designing for both the guest and the team member
The practical brief was as important as the visual one. ONYX says the garments were developed to allow comfort and freedom of movement during everyday work while remaining recognisable as part of the Shama brand. That balance matters in serviced apartments, where team members may interact repeatedly with guests over stays lasting weeks or months rather than through the shorter encounters typical of many transient hotel stays.
Yuthachai Charanachitta, chief executive officer of ONYX Hospitality Group, described uniforms as one of the most visible and personal touchpoints in the Shama experience. He said the collaboration was intended to express the brand’s warmth, modernity, versatility and approachability while remaining practical for employees.
Greyhound Original creative director Ekbutr Udomphol said the design challenge was to make the identities of the two brands work together. The solution combines Greyhound’s understated contemporary styling with Shama’s emphasis on comfort and uncomplicated daily living, using adaptable details rather than highly formal or decorative workwear.
A hospitality collaboration rooted in Bangkok design
The partnership also gives the collection a specifically Thai design connection. Greyhound was founded in Bangkok in 1980 and has since developed beyond clothing into a wider lifestyle brand. Its own brand history describes an aesthetic shaped by interests spanning fashion, food, art, music and architecture, with a visual language that favours controlled colour and urban tailoring.
For ONYX, that makes the fashion label a natural partner for a hospitality brand built around city living. Shama originated as a serviced-apartment concept in Hong Kong and now operates more than 20 properties across Thailand, China, Hong Kong and Malaysia under Shama, Shama Hub and Shama Luxe, according to the hospitality group.
The residences are designed for short- and long-term urban stays, including business travel, relocation and family living, with features such as space for work and relaxation, kitchens and storage. ONYX’s current Shama brand framework also places “Connected Neighborhood” and “The Joy of Living” at the centre of the proposition, positioning local community connection and familiar routines as part of the stay.
Uniforms as part of hospitality brand recognition
The new collection extends that positioning beyond room design and neighbourhood programming into the first human touchpoint many guests encounter. In practical terms, the uniforms give Shama a more consistent visual identity for frontline teams; from a branding perspective, they also allow ONYX to carry the same ideas of ease, urbanity and familiarity into staff presentation.
That approach reflects a broader hospitality reality: brand identity is communicated not only through architecture, guestrooms and food-and-beverage concepts, but also through smaller operational details that guests repeatedly see. Uniform design can therefore sit at the intersection of staff functionality, service culture and visual recognition.
For ONYX Hospitality Group, the Greyhound Original collaboration is one more way of differentiating Shama within a portfolio that also includes Amari and OZO. Rather than changing the underlying serviced-apartment product, the project uses fashion to reinforce how the brand wants its urban residences to feel from the moment a guest meets the team.
