New York City-based unisex fashion label Telfar has created the new look for an old QSR brand, launching new White Castle uniforms for 10,000 workers in 400 of the chain's U.S. locations. A news release said the uniforms are the first finished products in a wide-ranging partnership between the 96-year-old burger chain and 12-year-old design house that will include events, merchandise and more.
Of course, the two entities already have a relationship — White Castle is renowned for hosting Telfar’s New York Fashion Week after-parties at its New York City restaurants.
In case you're wondering, the Telfar name refers to Telfar Clemens, a groundbreaking unisex apparel designer, according to the release.
"Our partnership with Telfar Clemens and his creative partner Babak Radboy is an incredibly special one for all of us at White Castle," Vice President Jamie Richardson said in the release. "Our two brands may have started 84 years apart but they share a passion for originality and timelessness that we believe is unrivaled."
The new uniform appears to have a collared shirt, but is actually a comfort-focused T-shirt in royal blue with yellow contrast stitching, emblazoned with the White Castle logo using typography based on styles of the early 1900s.
"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," Clemens said of the design. "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."
White Castle and Telfar plan to continue the partnership beyond uniforms to include a capsule streetwear collection and launch event this October.
Topics: Operations Management