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SAS Modernizes Crew Uniforms with Inclusive Design and Green Initiatives

The new collection is gender-inclusive with sustainable materials, reflecting Scandinavian heritage

by George Gomez

February 4, 2025

Photo: Courtesy of SAS

Scandinavian Airlines (SAS) is rolling out a fresh new look for its 9,000 crew members, introducing updated uniforms that fuse timeless Scandinavian aesthetics with a modern, inclusive, and functional design.

The change, set to begin in February 2025, reflects SAS’s ongoing transformation and commitment to innovation, sustainability, and diversity.

A Fresh Look with Deep Roots

For nearly 80 years, SAS uniforms have served as a recognizable symbol of the airline’s identity. From Christian Dior’s 1950s designs to Calvin Klein’s 1990s creations, SAS has a long tradition of incorporating high fashion into its crew attire.

The latest iteration aims to balance that legacy with a contemporary, practical approach.

“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,” said Kristine Mayer, SAS Design Director.

“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.”

Key Features

The collection design draws inspiration from past SAS uniforms while incorporating contemporary materials and design elements for a modern touch.

Photo: Courtesy of SAS

The Scandinavian airline’s new design accentuates inclusivity and individuality by incorporating gender-neutral clothing and optional sneakers into the uniforms.

It also allows employees to showcase visible tattoos and piercings, enabling them to express their personalities more freely—an initiative that began in July 2024, when the airline first permitted its team members to “proudly display their tattoos and wear sneakers while in uniform.”

Photo: Courtesy of SAS

Additionally, the garments are crafted to meet the diverse needs of crew members across various roles and weather conditions.

With a strong focus on sustainability, there is a commitment to reusing and upcycling materials to reduce waste and minimize environmental impact.

Sustainability at the Core

Following the Scandinavian people’s mantra, its flag carrier’s new uniforms are just one part of its broader sustainability push.

SAS has been actively working on reducing its environmental footprint, and its efforts were recently recognized at The Aviation Challenge (TAC) 2024, a competition organized by SkyTeam to spotlight industry-leading sustainability initiatives.

Photo: Courtesy of SAS

SAS took home two major awards at the event: Best Scaled Cargo Solution for its lightweight cargo pallet initiative, which reduces fuel consumption, and Best Scaled FlightOps Solution for its Fuel Efficiency Program, designed to cut CO₂ emissions.

The airline also received special recognition for operating a flight with the lowest CO₂ emissions among competitors.

The award-winning SAS celebration flight from Copenhagen to Los Angeles achieved a nearly 20 percent reduction in CO₂ emissions per passenger through meticulous planning and optimized routing.

Photo: Courtesy of SAS

As noted by the carrier, this milestone is part of its commitment to innovative, sustainable aviation practices, reinforcing its long-term goal of reaching net-zero emissions by 2050.

“Sustainability is at the heart of everything we do, and these awards highlight the dedication of our team in making air travel more responsible,” said Mads Brandstrup, Senior Vice President of Communication, Public Affairs, and Sustainability at SAS.

Transition Begins in February

The rollout of the new uniforms will start in February 2025, with crew members gradually incorporating the updated pieces throughout the year.

Photo: Courtesy of SAS

Passengers flying SAS will see a blend of old and new uniforms during the transition period. According to the airline, the gradual shift is part of its evolution as it seeks to balance tradition with innovation.

Where Does SAS Fly in the U.S.?

SAS connects Scandinavia to multiple U.S. destinations, including Atlanta, Boston, Chicago, Los Angeles, Miami, New York, San Francisco, Seattle, and Washington, D.C.

Most flights operate through the airline’s hubs in Copenhagen, Oslo, and Stockholm, offering travelers seamless connectivity between Europe and North America.

Photo: SAS, Airbus A321LR. Courtesy of SAS / Andy Prhat

As SAS progresses in modernizing its operations and fleet while collaborating with its new part-owners, Air France-KLM, the airline confidently asserts that Scandinavian design, sustainability, and innovation can coexist effectively.