Girlguiding x HemingwayDesign uniform redesign

Girlguiding, the UK’s largest youth organisation dedicated to girls, has unveiled its first complete uniform redesign in over 30 years. Developed in partnership with design studio HemingwayDesign, the collection was co-created alongside nearly 55,000 girls and adult volunteers.

The new uniform follows Girlguiding’s brand refresh in 2023 and marks the first redesign of Girlguiding’s full uniform range in over 30 years, since the charity collaborated with British fashion designer Jeff Banks in 1990.

The new collection comprises 45 items in total, including 30 garments alongside 15 accessories and neckers, catering to Rainbows, Brownies, Guides, Rangers, young leaders and adult volunteers.

The redesign responds to internal research showing that 93 per cent of girls aged six to 16 feel most comfortable when choosing how to style themselves, while almost half report feeling most confident when deciding what to wear.

Practical features and section identities

To improve accessibility, members only need to wear a top – such as a T-shirt, long-sleeved top or hoodie – to be in official uniform. Guides, Rangers and adult volunteers also share a core garment range, allowing older members to carry items forward as they progress through the organisation.

The collection incorporates functional details requested directly by members during focus groups, surveys and design workshops. These include secret waistband pockets across the range, thumb holes in long-sleeved items, and badge sashes engineered to double as cross-body bags.

Visual identity varies across sections while preserving traditional brand elements. The Brownies uniform retains its traditional yellow and brown palette, incorporating honeycomb quilting on gilets.

Rainbows clothing integrates pink and rainbow stripes, while garments for older girls feature subtle branding without large logos. Adult volunteer items feature updated fits tailored specifically for women’s bodies.

Customisation is integrated through personalisable neckers for local, regional and national events, alongside a limited-edition necker created by Kate Cullinan, lead designer at HemingwayDesign.

Sustainable materials and production

Sustainability was a key priority throughout the development process. Organic cotton accounts for 80 per cent of fabrics across the range, while 50 per cent of the garments have been certified recyclable by The Circular Textiles Foundation.

Felicity Oswald, chief executive of Girlguiding, said, ‘We are incredibly proud and excited to reveal our new uniform. Designed in collaboration with thousands of girls and young women with the expertise of HemingwayDesign, it means we could respond directly to our members’ wants and needs. The new range is all about providing girls with the freedom to express themselves, whilst feeling part of our amazing organisation, with practicality, comfort and sustainability at the very core of the designs.’

Wayne Hemingway, co-founder of HemingwayDesign, added, ‘We want to say a huge thank you to all the girls and volunteers who took part in this groundbreaking co-design process. Their ideas, insights, creativity and enthusiasm were invaluable in helping us create something that truly reflects what girls want and need from their Girlguiding uniform, now and for the foreseeable future. From the colours and patterns to the materials and practical features like the secret waistband pockets and thumb holes, their input shaped the designs at every stage.’

To support the launch, Girlguiding will host summer upcycling workshops with sustainable fashion designer Lydia Bolton to repurpose previous uniform items into new accessories.