Photos: The new uniforms of SAS

SAS cabin crew in the new uniform at the airport
SAS cabin crew in the new uniform at the airport, Photo: SAS

17 years after the introduction of the current uniform it is time for a well-needed upgrade at Scandinavian Airlines. During the month of October 8000 SAS employees will receive a brand new uniform including the pilots, the cabin crew and the ground staff.

The new uniform is based on SAS visual identity “blue on blue” and has been developed by Gothenburg-based design firm Ted Bernhartdz with input from both SAS branding specialists and the employees, the people who actually will be wearing these in the future.

The idea behind the new uniform is that it should be “sporty, stylish and Scandinavian”, but also reflect the values of SAS and elements passengers should recognise from other areas of the airline business, such as products and marketing activities.

SAS employees and crew in the new uniform
SAS employees in the new uniform, Photo: SAS

The uniform offers many different combinations designed to enable different personal styles as well as to work in the ever-changing Scandinavian weather. The new uniform also includes a scarf designed by Swedish designer Amandah Andersson at design firm AMA AWE. It is also a “blue on blue” item but also has a design based on what she thinks Scandinavia would look like from the air. When looking carefully on the scarf it should also be possible to spot the word “SAS”.

It has taken one and a half year to produce all the 90,995 uniform parts to the 8000 employees. The new uniform will be rolled out on 18 October 2016.

SAS flight attendant in the new uniform
SAS flight attendant in the new uniform, Photo: SAS
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My interest in premium travels and frequent travels started in the 90’s, so to date I have over 20 years of premium travel experience. will mostly be about my own experiences, based on my own knowledge and my travel history, but you will also find news items, analyses, tips and tricks and reports from events.

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