ICO brings a modern approach to uniform design

ICO’s first assignment for Carnival is a fleet-wide refresh of the entertainment division uniform program

ICO Uniforms, a Miami-based apparel and design firm specializing in modern uniforms that blend fashion, function, execution and sustainability, announced several global partnerships with a diverse portfolio of hospitality brands.

In 2018 and 2019, ICO Uniforms has worked with Carnival Cruise Line, W Hotels, Westin Hotels, Renaissance Hotels, aloft Hotels, Element Hotels, Four Points by Sheraton, Le Meridien Hotels, Club Wyndham and WorldMark by Wyndham, providing uniform options for more than 100,000 employees.

‘We believe employees should be able to wear clothing they feel good about,’ ICO EVP Scott Turk said. ‘If you feel good about how you look, you’re going to put your best foot forward and provide better service to your customers. It’s as simple as that.’

Something that ‘makes you feel dignified and proud’

He continued: ‘Our global partners come to us because we understand the demands of the modern workforce and the need to balance comfort and style with affordability, without compromising on quality. A uniform shouldn’t just be something you’re forced to wear, it should be something you enjoy wearing that makes you feel dignified and proud.’

ICO approaches its work with a complete brand immersion, talking with each client to define their own unique style and focusing on the wants and needs of the actual wearer.

ICO uses foundational pieces from its in-stock line that are complemented with one-of-a-kind signature styles. In-house designers and stylists work with clients to create a modern and sustainable working wardrobe that performs across disparate locations, geography and climates. Branded lookbooks, videos and styling guides are developed to engage and immerse associates in the process, along with a personalized web portal for simple, step-by-step purchasing and program administration.

Carnival Cruise Line

ICO’s first assignment for Carnival is a fleet-wide refresh of the entertainment division uniform program. The new collection will feature modern, brand-inspired styles using innovative performance fabrics. Over the next five years, Carnival will integrate ICO’s uniforms across its 26-ship fleet operating throughout North America, Australia and in Europe.

‘ICO’s high level of personalized service, quality products and fresh contemporary approach to apparel design were key drivers in our decision to partner with them,’ said Carnival’s Chris Nelson, VP entertainment. ‘The ICO team was responsive and engaged in revamping our entertainment uniforms, and we are looking forward to working together more as we continue this rollout.’

W Hotels

W Hotels enlisted ICO to outfit the luxury lifestyle hotel brand’s workforce across the Americas. Over the next three years, talent at W Hotels across the Americas will integrate ICO’s modern and bold styles into their day-to-day operations and ‘whatever/whenever’ philosophy.

‘The team at ICO has a truly innovative outlook on uniforms and offers exactly what our brand needs,’ said Hayley McAllister, global brand manager, talent & culture, W Hotels Worldwide. ‘They provided such a collaborative design process and truly listened to the needs of our properties and talent to create a unique and brand-reflective wardrobe for W Hotels.’

aloft Hotels, Four Points and Element Hotels

ICO worked with the contemporary lifestyle brand Four Points by Sheraton to design styles that mix fashion and function into day-to-day operations, tailoring a wardrobe to match Four Points’ hospitality experience, centered around classic comfort foods, spaces to relax, unwind and enjoy craft beer. Over the next year, team members at more than 300 Four Points by Sheraton locations across the Americas will wear ICO’s new collections.

The high-tech aloft Hotel brand tasked ICO with incorporating their forward-thinking styles into daily life, fusing fashion, quality and comfort with an urban, tech-focused edge. With voice-activated rooms and emoji room service, ICO tailored a wardrobe to match aloft’s tech-forward approach to hospitality.

Element Hotels across the Americas, which prides itself in providing smart and stylish spaces flooded with natural light to give a sustainable and eco-friendly hospitality option, wanted their uniforms to reflect this fresh style.

‘When we set out to develop new programs for the SSB brands [FourPoints, aloft and Element] we were looking for something new, different and exciting,’ said Jaclyn Tesone, Starwood Hotels and Resorts Worldwide, global guest initiatives. ‘ICO was the perfect fit to help us achieve those goals. They kept us deeply immersed in the process the entire time so we could truly work together for “the perfect fit.”‘

Le Meridien Hotels

‘Invoking memories of the glamorous era of travel, Le Meridien’s wardrobe program pays homage to classic design with a whimsy and sophisticated sartorial personality,’ said George Fleck, VP global brand management & marketing: Westin Hotels, Renaissance Hotels & Le Meridien Hotels. ‘This program allows our associates to savor the good life, from the banquets to the Beach Club, from reception to room service, while unlocking the unique culture of each destination through a distinctly European lens.’

Westin

‘This collection is inspired by our Six Pillars of Well-Being (feel well, work well, move well, eat well, sleep well and play well),’ Fleck said. ‘What our associates will be wearing is as stylish as it is functional, ensuring their comfort and well-being so they feel like the best versions of themselves. Westin’s wardrobe approach,’ he added, ‘celebrates quality and richness of fabrics, while including subtle and simple designs at the crossroads of high fashion and athleisure wear.’

Renaissance Hotels

ICO tailored a working wardrobe to match the experiential service and commitment to the ‘unexpected’ that Renaissance delivers. Tasked with infusing a ‘look and look again’ moment inspired by Renaissance’s iconic design, ICO delivered a distinctive, premium collection for more than 20,000 hotel staff.

‘With a sense of clever theatricality, the wardrobe program for Renaissance infuses high-low mixes and unique patterns, juxtaposing something formal with something utterly unexpected,’ Fleck said.

‘This new line blends fascinating styles with subtle nuances that invite our ambassadors to discover something new and walk away with stories worth sharing.’

Club Wyndham and WorldMark

Club Wyndham and WorldMark by Wyndham, two of more than 20 brands in the premier portfolio of Wyndham Destinations, enlisted the help of ICO Uniforms to outfit the staff of both the value-driven vacation ownership brand and the premium vacation ownership brand. The collection is intended to invoke feelings of authenticity, comfort and ‘home’ when owners visit their vacation properties.

 

Posted 1 July 2019

© Copyright 2019 Seatrade Informa Markets. Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Seatrade Informa Markets.

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Anne Kalosh

Author Bio ▼

Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review Anne Kalosh covers global stories, reporting both breaking and in-depth news on cruising's significant people, places, ships and trends. A sought-after expert on cruising, she has moderated conferences around the world, including the high-profile State of the Industry panel at Seatrade Cruise Global. She created and led the acclaimed itinerary-planning case study for Seatrade's cruise master classes held at Cambridge and Oxford universities. She is the cruise columnist for AFAR.com, and her freelance stories have appeared in a wide range of publications, from The New York Times to The Miami Herald.

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