American regional burger restaurant chain White Castle has redesigned its employee uniforms with designer Telfar Clemens.
Clemens is a New York-based designer and has established a unisex fashion label in 2005. His collaboration with White Castle this time is a big success as White Castle’s uniforms are rocketing to the top fashionable among the burger industry.
White Castle vice president Jamie Richardson revealed to AdFreak, “That when you come behind the Castle walls, you will be greeted with authenticity,” Richardson continued, “You enter a zone where your cravings will be satisfied by a team that is dignified, comfortably cool, confident—without being boastful—and simply the best at feeding the souls of craver generations everywhere.”
According to multiple sources, the new uniform has been distributed to all of White Castle’s about 400 restaurants and 10,000 employees. It keeps the traditional White Castle blue and revamps the style with a wide collar and a chic logo emphasized on the chest. Also, the new uniform with neutral-gender T-shirt follows Clemens’s concept of unisex design which does not contain any gender stereotype.
“This is a shirt you want to wear whether you’re at work or not,” Richardson says, “Avoid making decisions to save pennies and buy in bulk with designs that miss the mark because they don’t speak to the soul of your team. Nothing great was ever accomplished by saving 3 cents per uniform.” He wants to enhance team spirit and expand brand effects through the renovated uniforms.
Clemens said in a statement, “In our minds there is no more authentic American restaurant than White Castle, and we have truly been touched by the working process, trust and support,” he continued, “There’s a White Castle right by my apartment and I’ve been going there my whole life—seeing the uniform is just amazing! At first glance the partnership seems surreal, but beneath the surface what we have in common is originality and integrity. Being original means taking risks and doing what you believe in, and that’s what our relationship is all about. The uniforms were not about reinventing White Castle, just reflecting that core authenticity that people crave.”
In fact, many fast-food restaurants have partnered with designers to create employee uniforms such as McDonald’s and Domino’s Pizza.