Denny’s Uniforms is taking to the catwalk to help students at the London College of Fashion to ‘fashion the future’ of workwear.
Students of the Graduate Diploma Fashion Media Styling course at the world-leading centre of fashion education will explore how utilitarian clothes such as chefswear can be translated into exciting designs with contemporary visual appeal.
Denny’s, through its Denny’s and Le Chef brands, has pioneered the manufacture of many innovative lighter-weight fabrics to cope with steamy commercial kitchens, and claims to have developed the first organic and eco-friendly chef’s jackets.
“Utilitarian dress, such as chefs wear, have an integrity, a purposefulness and a distinct aesthetic – the design of the jacket is not just about style but also about form and function which makes re-styling the Denny’s Uniforms chefs jackets a real challenge for our students,” said college programme director Nilgin Yusuf.
“The garments don't change very often (in the same way that high street fashion does) but the garments do have to respond to innovations in technology and reflect changing customer needs and environments.”
“The students will learn about the importance of design and look closely at Denny's customers and their very real needs,” said Denny’s managing director Nick Jubert.
“They will be looking at a traditional brand through fresh eyes and we hope they will come up with some very exciting translations of what Denny's means and perhaps make it more appealing to a younger demographic - which is core to Denny's business.”