SAS has today unveiled new uniforms for their 9,000 team members, combining Scandinavian tradition with a refreshed, forward-looking design. The rollout will start this month, with new and old uniform items co-existing during the year-long transition.
On Monday (February 3, 2025), SAS unveiled their new uniform program which pays homage to the carrier’s Scandinavian heritage, while featuring a fresh, modern, and forward-looking design. The rollout of the new uniforms for SAS’ 9,000 team members will begin this month, with old and new uniform items co-existing during the year-long transition. The updated uniform range was created through close collaboration across SAS’ departments, with insights that inspired a modern, functional, inclusive and sustainable design, aligning with the airline’s Scandinavian values.
In Monday’s announcement, SAS’ Chief People Officer, Pernille Ormholt Vang, said,
“Updating the uniform policy was a significant step forward in refreshing who we are as an airline. These changes reflect a more modern expression while maintaining our commitment to professionalism, safety, and care.
“Everyone in our company is unique, and it’s important that we create a culture where colleagues feel confident expressing their identity. People are at the heart of everything we do, and by welcoming greater diversity of personal expression through initiatives like our gender-neutral uniform, we believe we become more relevant to the people and communities we serve.”
Also commenting on the new uniform program rollout, SAS’ Design Director, Kristine Mayer, said,
“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. Uniform trends often reflect the era in which they are worn, serving as a core expression of an airline's identity. As SAS has embarked on a new and exciting chapter, it’s only fitting that we update our look. I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have.”
The silhouette of the new timeless uniforms draws inspiration from the iconic SAS uniforms of the past, designed by fashion legends such as Christian Dior and Calvin Klein. Blending a modern, approachable aesthetic with premium materials and dynamic accents, the uniforms create a timeless and refreshing look. The range features a gender inclusive uniform with neutral items, and optional sneakers, while allowing for visible tattoos and piercings that enable team members to express their personality. Additionally, materials were selected with longevity in mind, and some existing items will be reused or upcycled to minimize waste.
Introducing SAS' New, Modern and Forward-Looking Uniform Program - Courtesy SAS
Founded in 1946, SAS is the leading airline in Scandinavia, with main hubs in Copenhagen, Oslo and Stockholm, and flying to 135 destinations across Europe, the U.S. and Asia. Each year, SAS serves over 25 million passengers and transports 60,000 tons of cargo, all facilitated by a passionate team of more than 10,000 colleagues. The company aims to be a driving force in sustainable aviation and in the transition towards net zero emissions by 2050. SAS also offers ground handling services, technical maintenance and air cargo services. SAS officially joined the global SkyTeam airline alliance in September 2024, and together with their partner airlines offers a wide network worldwide.
Source: SAS/Cision