Scandinavian airline SAS unveiled new uniforms for its workforce on February 3, 2025.
The new outfits, which will be worn by around 9,000 of the airline’s staff, both on the ground and in the air, have been created to reflect a modern, functional, inclusive and sustainable design, according to the airline.
By updating its uniforms, SAS also aims to provide its passengers with a glimpse of Nordic aesthetics as well as a nod to the rich heritage of the carrier.
At different times during its almost 80 years of history, the airline has seen renowned designers such as Christian Dior and Calvin Klein design uniforms for its crew members.
“I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have,” stated Kristine Mayer, SAS Design Director, in a statement announcing the new uniform designs.
Pernille Ormholt Vang, Chief People Officer at SAS, in turn, highlighted how “updating the uniform policy was a significant step forward in refreshing who we are as an airline.”
“These changes reflect a more modern expression while maintaining our commitment to professionalism, safety, and care,” Ormholt Vang added.
The announcement arrives at a time in which SAS is undertaking some rather significant strategic changes, including exiting restructuring procedures and shifting from Star Alliance into the orbit of Air France-KLM and SkyTeam.
Ormholt Vang also emphasized the inclusivity and individuality brought about by the new uniforms, which included gender neutral items, optional sneakers, and allowances for visible tattoos and piercings.
In line with SAS’ focus on sustainability, materials have also been chosen with durability and recyclability in mind.
The rollout of the new uniforms will start in February 2025 and unfold over the rest of the year.
