London – Fast food chain McDonald’s is to introduce a recycled uniform next year, created by British fashion designer Wayne Hemingway. The new eco collection is part of the company’s long-term environmental strategy.
The old McDonald’s uniforms will be collected and reprocessed into raw materials at Hemingway’s upcycling company, Worn Again. Its 85,000 UK restaurant staff will wear the recycled uniforms.
‘Our staff welcome 3m customers a day into our restaurants and they are at the heart of our business. We invest in them to provide nationally recognised qualifications and flexible working. But just as important to them is the uniform they wear,’ says Jez Langom, vice-president of people at McDonald’s UK.
Before the start of the London 2012 Olympic Games, top-performing employees working at the four McDonald’s restaurants at the Olympic Park will be the first to wear the uniforms. After the games, the new uniforms will be introduced in all of its 1,200 restaurants. McDonalds’ claims it is the first company in the UK to be introducing a ‘closed-loop’ recycled uniform.
Brands are increasingly making a stand to help the environment. For more, read our Brandstanding micro trend.