In this exclusive op-ed for The Manufacturer, Ann Dowdeswell, CEO of Jermyn Street Design (JSD), a B Corp certified uniform supplier, argues that true innovation in workwear design must go beyond aesthetics, embedding sustainability and inclusivity into garments that reflect both corporate identity and human dignity.
Uniforms are often seen as purely functional – tools for practicality, safety, and brand identity. But in truth, they are far more than that. Uniforms can shape how people feel about themselves, how they interact with colleagues and customers, and how they embody a company’s values. After more than three decades in the industry, I have seen how the right uniform can build pride, community, and inclusivity in ways no other workplace investment can. For Laing O’Rourke, their challenge was gender inclusivity and therefore they took the plunge and developed a fully inclusive PPE range designed for women.
At JSD, we believe that the future of uniforms must be shaped by three interconnected forces: innovation, sustainability, and inclusivity. Each is powerful in its own right, but together they form a blueprint for uniform design that is both forward-looking and deeply human.
Innovation: rethinking uniform functionality
Jet2 approached us to design a whole new range after being their provider for the last 7 years. We had to encompass the brand across 5 different business areas: Ground Operations Services, Holidays, Pilots, Cabin Crew and Engineering. There was engagement with every individual in the large scale, global wearer trials – covering a broad spectrum of ages, shapes and sizes – providing a truly consultative process.
Our ethos is “no-one is uniform” and Jet2 work with us for this reason – we ensure that not only the brand but more importantly, the individuals representing their brand, are happy, confident and comfortable. The value in combining the aesthetic design with functional innovation means we keep the individual wearer at the heart of our designs, and we collaborate closely with clients to create bespoke solutions that reflect their brand but also serve the everyday needs of their workforce.
Our in-house designers, garment technologists and production teams used the latest innovations to design clothing that worked closely with them using vlogs, surveys that were adapted to people, rather than forcing people to adapt to clothing. Advances in fabric technology allow us to create garments that are not only comfortable and durable but responsive to the demands of modern work – breathable textiles for long shifts, stretch fabrics for ease of movement, and modular layering systems adaptable to different roles and climates.
Sustainability: responsibility sewn in
The uniform industry cannot ignore its responsibility in the global drive towards sustainability. Millions of garments are produced every year for workforces across the UK, Europe and beyond, and too many still end up in landfill. As a B Corp certified uniform supplier, we are passionate about embedding sustainability at every stage of our design and production process.
That means sourcing fabrics with lower environmental impact – organic cotton, recycled polyester, or blends designed for durability and longevity. It means designing garments that can be recycled or repurposed at the end of their life and it means optimising production to reduce waste, from digital sampling to precise cutting techniques.
Sustainability in uniforms isn’t just about materials, though – it’s about the lifecycle of clothes at work. A well-designed, durable uniform not only reduces environmental impact but also delivers better value for employers and greater comfort for employees. It is a practical demonstration of how ethical design and business efficiency can go hand in hand. Companies such as First Group have chosen JSD to partner with them on their lifecycle management strategy.
Inclusivity: designing for everyone
Uniforms are one of the most visible expressions of inclusivity – or the lack of it – in the workplace. Too often, employees have been asked to wear clothing that doesn’t fit properly, doesn’t reflect their identity, or fails to take cultural and gender differences into account. The result is discomfort, dissatisfaction, and even disengagement.
Our approach at JSD is to design for everyone. That means providing ranges with true diversity of sizing, designing with different body shapes in mind, and offering options that respect cultural requirements, gender identity and neurodiversity. An inclusive uniform policy isn’t a minor detail; it’s a public statement about how a business values its people. Whether it was the inclusivity and sustainability requirements of Lumo’s new uniforms, or PureGym’s need for durable, functional uniforms that supported the international expansion of the brand – we’re always up to the challenge.
I have seen firsthand how inclusive design transforms workplaces. Employees who feel seen and respected through their uniforms are more engaged, more confident, and more likely to represent their employer with pride. In this sense, inclusivity is not just a moral imperative – it is a business advantage.
What sets Jermyn Street Design apart
Our passion for what we do runs through every stage of the process. For over four decades, JSD has grown into one of the UK’s leading corporatewear manufacturers, working with some of the world’s best-known brands. We have a proven reputation for putting the wearer first – every design decision begins with understanding the needs, aspirations, and challenges of the people who will actually wear the garments, and our unique strength lies in combining bespoke creativity with scalable production. We don’t offer one-size-fits-all solutions; from design and sampling to sourcing, manufacturing and end-of-life solutions, we design uniforms that are deeply tailored to a brand’s identity and a workforce’s real needs.
“JSD’s clear desire to please the wearer put you way ahead. I look forward to developing the uniform into a more sustainable one.” Great Western Railway.
We are proud to be B Corp certified – an achievement that reflects not just what we make but how we operate. It means we hold ourselves accountable to the highest standards of social and environmental performance, and it reinforces our belief that businesses can and should be a force for good. Every organisation is unique, and every person within that organisation deserves a uniform that reflects their individuality while uniting them as part of a collective identity.
Looking ahead: the human factor
Uniforms are about people: how they look, how they feel, and how they work together. Innovation ensures functionality, sustainability safeguards our planet, and inclusivity affirms our shared humanity. When these three principles come together, uniforms become more than garments – they become powerful symbols of identity, responsibility, and respect.
At Jermyn Street Design, we truly believe that no-one is uniform.
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