And supermarket shelves are transformed into runways.
The links between fashion and uniform are often explored on the catwalk. In recent years, renowned brands have established workwear as a major trend to adopt: work overalls, cargo pants, leather ranger-style boots are diverted from their utilitarian function to satisfy the whims of the modosphere. Some labels like Carhartt WIP Or Dickiesoriginally professional equipment manufacturers, base their entire stylistic identity on this universe. What we talk about a little less, however, is when the relationship goes in the other direction: when fashion brands invest in the professional world, by becoming official uniform suppliers. Recently, a Breton brand announced that it will dress all employees of hypermarkets and supermarkets Crossroads from France.
Born in Quimper in Finistère, this almost centuries-old house was born from the impetus of an engineer named Walter Hubacher. In 1938, this entrepreneur began by offering underwear and lingerie under the name Armor hosiery. 9 years later, the visionary launched into clothing… and the underwear company then became the famous fashion brand Armor-Lux. It is this Quimper brand that will create the uniforms of different trades at Crossroads.
Food professions (baker, fishmonger, etc.); shelving, frozen foods, drive-thru and EPCS (electro, photo, cinema, sound) professions; Cashier and management professions are concerned. 55 references of clothing and accessories in total, such as the down jacket or the neck warmer, will be produced by the Breton woman.
Known for her know-how in knitting, her expertise in knitting and her famous striped sweater, she won the call for tenders launched by the supermarket chain. If the factories Armor-Lux are used to enhance the made in France, the designs, for their part, are imagined by students from the ESMOD Paris school. For now, the uniforms are deployed in 30 stores for a test phase (the equivalent of 400,000 pieces since September). They will be put to the test in the daily life of butchers, hosts and cashiers… If the test is successful, the uniform will be deployed throughout the country.
Armor-Lux This is not his first attempt: a specialist in striped sweaters, the Quimperois has also made corporate “image clothing” a large part of his turnover. In 2014, he was already dressing employees in the catering professions Crossroads. He also signed the uniforms of the employees of The Post Office (2004), from the National Police (2008) or the SNCF (2014).
