Why we're redesigning the uniform
For the first time in over 30 years, we're redesigning our whole range. And our members are co-designing it with us.
We're redesigning our uniform so we can reach more girls to help them grow and thrive.
From our own research, we know that we need to do more to let the public know who we are and what we do. More people know our 2 biggest sections, Brownies and Guides. But many know less about Rainbows, Rangers or Girlguiding. Parents (with a child not yet involved in Girlguiding) told us they didn’t know that Brownies is connected to Guides and Rangers.
And at the same time, many members are telling us that they're finding it hard to recruit volunteers and girls.
Over the past few years, we've been focusing on recruitment, both with our national campaigns and by making resources to support volunteers with their own local recruitment drives. But it's clear we need to do more.
One thing we can do is to show more clearly who we are and what we have to offer, and one of the best ways to do that is through our uniform. It’s the thing that people see when we’re out and about in local communities, doing activities and trying new things.
And a redesign presents lots of exciting opportunities to fix things that we know aren't working in our current range. Both volunteers and girls, especially older girls, have told us there are things that they don't like about the uniform. And it's a chance to improve the way we currently source our uniforms, with the goal of reducing the overall environmental impact from the manufacturing process. We know that's really important to girls - it's been a big theme in several of our yearly Girls' Attitudes Surveys.
5 design principles guiding our new uniform
At the start of the process, we identified 5 big things that are guiding every decision we make on the new uniform.
Uniform should be inclusive and affordable
Uniform shouldn’t present any barriers to any girl or adult who wants to wear it.
Uniform should be sustainable
We want to explore designs that help us support the lowest environmental impact possible.
Uniform should get across who we are
It should help to show what our beliefs and values are as a charity. It should help volunteers and girls of all ages to feel proud to wear our uniform and be a part of Girlguiding.
Uniform should be recognisable and distinctive
Everyone who wears a uniform should clearly look like a part of Girlguiding – a movement that’s youthful, relevant, fun, and offers something a little bit different. It should create interest and excitement from people who don’t know about the amazing things we do (yet!)
Uniform should be practical and comfortable
Uniform shouldn’t just look great – it should make all our members feel great too, no matter what adventures you're having.
Meet the design team
The project to redesign the uniform is a big team effort. Our work is being overseen by a project board which includes a mix of people who work at Girlguiding, volunteers, and external experts. They’re helping to bring the project together, and making sure we’re addressing what matters to our members, both girls and volunteers, at every stage.
But to get this right, we knew we needed the right design team. We're delighted to be working with HemingwayDesign on this project. They have lots of experience in designing uniforms for different brands and organisations, and are well-known in their industry. And not only that, they have lots of experience in working with thousands of people to co-design a uniform together, which is so important for us in this process. They’re experts in inclusive and sustainable design, which means we can work together to design a uniform that works for all our members.
Check out what Dia and Khushi, a Brownie and a Guide, wanted to know when they met the HemingwayDesign team.
The HemingwayDesign team
Wayne Hemingway - uniform creative lead director
Wayne co-founded HemingwayDesign with his wife, Gerardine.
Together, they've worked on lots of exciting projects, including uniforms for Transport for London (TfL) and National Portrait Gallery.
Wayne is excited to see what Girlguiding's members bring to the process as we work together to co-design the new uniform.
Kate Cullinan - uniform designer
Kate has been working with HemingwayDesign as a uniform designer since 2012.
Her experience in the fashion industry spans the catwalk and the high street, and she's passionate about designing sustainably, and making clothes that last.
Charlotte Barry - children's product design
Charlotte has worked with textile engineers and material scientists from Japan and as an inhouse textile designer in Beijing.
Her focus at HemingwayDesign is on designing for children to help them feel happy and confident as they grow.
More about HemingwayDesign
HemingwayDesign are a family-run, multi-disciplinary design studio, bringing together a talented team of experts in different fields. Their work has included graphic design, architecture, exhibitions, art festivals, uniform and more.
'We listen to people, bring communities together, we imagine and identify opportunity, we define shared visions, we design things that matter, and we make things happen. Everything that we do is guided by our purpose of improving lives through design – creating a more equal, inclusive, healthy, happy world through meaningful social action.'
