Corporate uniform designer and manufacturer Jermyn Street Design has collaborated with the Fashion Retail Academy to give students a unique project to upcycle and transform a range of old uniforms into a new range of streetwear. JSD clients Great Western Railway, Kenneth Green Associates, Eurostar, Trailfinders, Nuffield & Cowarth Park donated the clothing and the result is an inspired collection demonstrating skill and knowledge from the young students.
The project, named Culture Vulture, challenged the students (aged 16 to 18) to create a new streetwear label, combining the themes of youth subculture and uniforms to produce a hybrid, original and unexpected collection.
Students had to not only develop a new brand and logo, but design the entire new range complete with a Lookbook and innovative packaging, develop a promotional marketing strategy, plan a launch party and do a photoshoot, all in just 5 weeks. Their designs had to combine a cultural element with an industry that wears uniforms. The imaginative combinations that the students came up with included: Samauri Warrior with Ballroom Dancing, Heavy Metal with the Navy and Majorettes with 20s Flappers.
JSD prides itself on its sustainability record and is well known as an industry leader, guaranteeing that none of its old uniforms go to landfill. All old products are either converted into new textiles, used in other ways such as upholstery fillings or sound proofing, or become completely new products such as hard hats or garden furniture, through a partnership with recycling specialist Avena.
The company has appointed Lisa Cunningham-Sherret as its Environmental, Social, and Governance Specialist, and she arranged the collaboration with the Fashion Retail Academy. She comments: “When we were asked to be involved with the Culture Vulture project we were more than happy to oblige as it is the perfect way to recycle and reuse old uniforms. Our clients immediately got on board, supplying clothing items from old uniform ranges. What we didn’t expect was the incredible skill and imagination the students demonstrated with their final presentations.”
Ryan Brockbank, Level 3 Fashion Design Programme Manager for the Fashion Retail Academy, says: “”In alignment with our commitment to sustainability across all endeavours, the collaborative effort with Jermyn Street Design to repurpose unused uniforms proved to be highly impactful. Jermyn Street Design graciously provided a substantial quantity of uniforms sourced from diverse companies, thereby affording students an extensive array of fabrics and textures for their creative exploration. The resulting outcomes were truly remarkable, showcasing the potential of upcycling initiatives. We anticipate further collaborations with Jermyn Street Design in the future as we continue our shared commitment to sustainable practices.”
Lisa concludes: “The FRA provides the industry with the employees of the future so it is incredibly important for companies working in this sector to support these initiatives. Our clients were delighted with the way their uniforms had been transformed, and the fact that they were being used to train the designers of the future in such a practical and imaginative way.”
The Fashion Retail Academy is an industry-led college founded by fashion and retail giants, with the aim of providing students with industry specific skills and supplying the fashion industry with specialist trained employees of the future.
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Susanne Malim founded Jermyn Street Design in June 1981. The multi award-winning company is an industry leader and remains independent and privately-owned.
jSD offers a full range of services enabling the entire life-cycle of clothes at work, from design and manufacture to project management, logistics and responsible disposal.
jSD clients include Eurostar, Nuffield Health, Ocado, Jet2, Holiday Inn, World Duty Free, Liverpool FC, Givenchy, Ascot Racecourse, World Duty Free, Lancôme International, Dyson & David Lloyd Leisure. Its designs are worn by over 200,000 employees across 85 countries.
For further information, please contact:
JSD Sales & Marketing
sales@jsd.co.uk
0208 563 5000.
