After getting lashed down by several critics for its dubious environmental credentials, Mcdonaldâs UK has come up with a green program that is all set to change its âCorporate greedyâ image and counter itâs critics’ claims about its indifference towards the environment. On Friday, it announced that it has given designer Wayne Hemingway, the liberty to design its uniforms made out of 100% recyclable material, for its 85,000 restaurant staff.
The move came as a part of the McDonaldâs strategy of building its image as an eco-friendly outlet. Recently, it has tried to adopt strategies that embark upon a greener approach towards profit-making and business. Hitting back at critics it also announced that ‘the-all-green’ uniforms will be ready before the coming London 2012 Olympic Games. In fact, the companyâs top selected employees, working in the Olympic Park will be the first to wear it. And after the games, the new designs will be sent to all the other 1,200 restaurants.
Mc Donaldâs earlier uniform had a black and mocha combo print. Royal designer Bruce Oldfield had designed the dress which was considered as dreary by many. However, the new âclosed loopâ recycled uniform will hit its restaurants trying to break away with this monotony, and at the same time creating a greener, eco-friendly statement. This will be done by collecting the clothing in the store, reprocessing it into raw materials and then manufacturing new uniforms out of it.
This whole process will be carried out by Hemingwayâs upcycling company âWorn Againâ. Worn Again has been in this business since 2005. Fabricating new footwear, bags and accessories out of disused textiles (from big companies such as Virgin Atlantic, Royal mail etc), its recent innovation has been a train managerâs bag manufactured out of wasted Eurostar staff uniforms. The train staff working on the London to Paris and Brussels trains were the first to wear them.
When contacted, Hemingway said:
The collaboration with McDonald’s fits with what we stand for â great design that goes hand in hand with long-term sustainability. But as well as being a move towards sustainability, these clothes need to feel fabulous to wear.
Jez Langorn, VP of people at Mc Donaldâs UK said:
(We are) delighted to be working with a British design team led by Wayne Hemingway in the creation of a UK first â the closed loop recyclable uniform. Our staff share Worn Again’s commitment to sustainability and I hope that together we can create a uniform design model for the future which others can follow.