SAS Unveils New Crew Uniforms, Blending Scandinavian Tradition with Modern Functionality
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Scandinavian Airlines (SAS) has announced the renewal of its crew uniforms, a transformation that will cover 9,000 employees. According to the airline, the new design merges Scandinavian heritage with a contemporary and functional aesthetic. The rollout will begin this month and will be gradually implemented over the next year.
SAS emphasized that uniforms have been a key part of the airline’s identity throughout its nearly 80-year history. With 30 million passengers interacting with SAS crew members annually, the uniforms often serve as the first introduction to Scandinavian design.
A Functional and Representative Design
The new uniforms were developed in collaboration with various departments within the company, prioritizing functionality, inclusivity, and sustainability.
“A uniform is more than just a recognizable outfit; it is an essential work tool and an expression of our identity,” said Kristine Mayer, SAS Design Director.
The design incorporates elements inspired by SAS's historical uniforms, which in the past were created by renowned designers such as Christian Dior and Calvin Klein. However, the new version introduces a modern approach with dynamic details, striking a balance between classic and contemporary styles.
Among the key updates, SAS highlights the introduction of gender-neutral uniform options, the optional use of sneakers, and the acceptance of visible tattoos and piercings.
“Everyone in our company is unique, and it’s important that we foster a culture where our colleagues feel confident expressing their identity,” said Pernille Ormholt Vang, SAS Chief Human Resources Officer.
Sustainability and Adaptability
SAS also focused on durability and environmental impact when designing the new uniforms. Materials were carefully selected to maximize longevity, and parts of the previous uniforms will be reused or recycled to minimize waste.
Additionally, the garments are designed to adapt to different roles, seasons, and weather conditions, aligning with the operational needs of the crew.
This uniform renewal is part of a broader shift in SAS’s image policies, following last year’s update that allowed greater personal expression among employees.
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