Australian uniform business, NNT Uniforms, has unveiled its new brand direction with its latest campaign, 'Fit for the Frontline.'
The new brand direction and campaign follows an extensive brand research project, which identified the key elements healthcare and corporate workers were after.
"When we considered the research findings, we heard recurring themes of taking pride in your profession and the sense of camaraderie and teamwork that has been heightened during the pandemic," Workwear Group head of marketing and customer service Vanessa Marven said.
"We wanted this new campaign to capture those elements and to convey that just because you wear a uniform, doesn’t mean that you can’t stand out," she said.
NNT's spring summer range features a greater emphasis on business casual in response to the changing ways of working, driven by the pandemic.
Created by an in-house design team, the collection features comfortable and flexible fabrics - which have been refined through wearer trials, customer feedback and technology.
Additionally, the collection also addresses the growing consumer demand for sustainable clothing through the introduction of two new sustainable fabrics that utilise post-consumer PET bottles.
The PET bottles are used to create a recycled polyester yarn, diverting unwanted plastic from landfill.
The yarn features across a range of products including shirts, tops and skirts.
Further, all NNT products now utilise recycled polyester labels, FSC swing tags and eco-friendly soy printing.
Marven added that the campaign for the new collection aims to honour the work frontline workers do, while also bringing a sense of joy to the fore.
"The campaign is bright and bold and the sense of fun and movement celebrates frontline workers who often put themselves on hold to meet the needs of others.
“We believe that every professional deserves to feel at the top of their game and their uniform should help, not hinder them in achieving that, supporting them to get on with the job and to look good and feel great while doing it," she said.
NNT is part of Workwear Group Uniforms, which also houses other workwear brands including Hard Yakka and King Gee.