SAS, the iconic Scandinavian airline, is set to roll out a fresh look for its 9,000 crew members with a new uniform collection that blends tradition with modern design. Scheduled for a 2025 debut, the updated uniforms will embrace SAS’s rich Scandinavian heritage while incorporating functional and innovative elements to meet the needs of a growing and diverse crew.
A Modern Expression of Scandinavian Tradition
For nearly 80 years, SAS uniforms have symbolized the airline’s identity, reflecting the company’s trustworthiness and professionalism. With more than 30 million passengers encountering SAS crew members every year, these uniforms are a vital first introduction to Scandinavian aesthetics for travelers visiting the region. Now, the airline is unveiling a design that perfectly captures both its legacy and future.
“Updating the uniform policy was a significant step forward in refreshing who we are as an airline,” says Pernille Ormholt Vang, Chief People Officer at SAS. “These changes reflect a more modern expression while maintaining our commitment to professionalism, safety, and care.”
A Design for the Future
The new uniforms were created through close collaboration across multiple departments at SAS, ensuring the final product balances modern style with practicality. Kristine Mayer, SAS’s Design Director, explained, “The uniform is more than just a recognizable feature—it’s a vital work tool for our colleagues and an expression of our strong heritage and identity.” Inspired by the iconic designs of Christian Dior and Calvin Klein, the uniforms feature a modern silhouette with timeless accents, combining premium materials for both comfort and style.
Key Features: Sustainability and Inclusivity
One of the standout aspects of the new uniforms is their inclusivity. The gender-neutral items and optional sneakers make the uniforms adaptable to a wide range of personal expressions, with allowances for visible tattoos and piercings. This approach ensures that SAS crew members can express their individuality while maintaining a professional appearance.
Sustainability is also at the forefront of the uniform design. SAS has focused on using materials that are durable and long-lasting, while some existing items will be reused or upcycled to minimize waste. This aligns with the airline’s commitment to reducing its environmental impact and fostering a sustainable future.
Reflecting SAS’s Commitment to Diversity
SAS’s new uniforms are part of a broader cultural shift at the airline, one that celebrates diversity and individuality. “Everyone in our company is unique, and it’s important that we create a culture where colleagues feel confident expressing their identity,” says Pernille Ormholt Vang. With these changes, SAS aims to create a more inclusive environment that resonates with passengers and crew alike.
The updated uniforms are the latest in a series of changes to SAS’s appearance policies. Last summer, the airline introduced more relaxed guidelines, allowing for visible tattoos, piercings, and optional sneakers. This progressive approach is meant to create a workplace where individuality is respected, while also offering passengers a refreshing, modern view of Scandinavian style.
Rolling Out in February 2025
The new uniforms will start rolling out in February 2025, with a year-long transition period during which old and new items will coexist. As the airline embraces its new look, passengers can expect to see a new generation of SAS employees representing the best of Scandinavian tradition and forward-thinking design.
