Girlguiding teams up with Hemingway Design

8 February 2024

Following a competitive design tender process, Girlguiding has today announced that it is partnering with esteemed design studio, HemingwayDesign, to overhaul its entire uniform range.  

Following on from Girlguiding’s brand refresh, revealed on International Women’s Day last year, the partnership mark’s the first redesign of Girlguiding’s full uniform range in over 30 years, since the charity collaborated with British fashion designer Jeff Banks in 1990.  

The current uniform, which currently comprises of 38 pieces, is worn by over 370,000 girls and volunteers spanning Girlguiding’s four sections - Rainbows, Brownies, Guides and Rangers for girls aged 4-18 years. The re-design seeks to create a more coherent look and feel that unifies all the sections across the organisation. 

To inform the direction for the uniforms, Girlguiding has already approached more than 20,000 of its girls and volunteers for their thoughts and opinions.  It has also worked with an external research agency to gain an understanding of how prospective girls, volunteers and parents feel about the uniform and the meanings that people attach to a uniform in general. 

All girls, volunteers, leaders, parents and carers will have further opportunities to get involved with the design process, including submitting their own design suggestions and ideas. 

Amanda Azeez, Director of Communications, Marketing & Fundraising at Girlguiding, said: 

“We’re delighted to announce our partnership with HemingwayDesign, an organisation we feel will not only bring our vision for the uniform to life, but also authentically shares in the values and mission of Girlguiding.  

“Our girls and volunteers are at the heart of everything we do in Girlguiding, which is why providing the opportunity for input in every step of the design process is so important. Our uniform is the most iconic signifier of our brand to the public, but more importantly, it exists to unify and celebrate all our members. We want our young members and volunteers alike to feel a sense of pride and belonging wearing their uniforms, and like the brand, it must therefore evolve to continue to reflect and represent our members and prospective members today and in the future.” 

Affordability, sustainability and inclusivity will be key factors in the redesign and chosen partner HemingwayDesign cite ‘ethics and environment’ as fundamental considerations in their work.  

Multidisciplinary HemingwayDesign have worked on a plethora of diverse projects including the redesign of various iconic uniforms, including Transport for London and Virgin Trains in 2015, Royal Museums Greenwich in 2020 and The National Portrait Gallery in 2023. 

Wayne Hemingway, co-founder of HemingwayDesign and leader of the uniform design team, said: 

The uniform industry has not been the quickest to respond to the environmental issues that society has to address. The new uniform for Girlguiding project is an opportunity to listen to one of the largest communities of girls and young women in the UK and in particular new generations that are at the forefront of environmental thinking. We urge each and every one of this influential 370,000 strong community to have their say and together let’s make a positive step for society. “ 

Khushi, Guide, 11 years, said:  

“I’m really looking forward to playing a part in helping to design the new uniform. We are a new generation of Girlguiding and including us in the design ideas makes sure that that we are properly represented. 

“Our uniforms are so important as they let people know externally that we are part of Girlguiding, but also so that collectively we know we are part of the same family. The uniform makes sure that we are all equal and makes us feel as though we belong.” 

Further details of the design process and how members will be able to get involved will be revealed in the upcoming months.