A youth uniform redrawn after asking 55,000 people

Girlguiding has completed its first full uniform redesign in over thirty years, a 45-piece range of 30 garments plus 15 accessories and neckers, designed by HemingwayDesign under Kate Cullinan. It covers Rainbows, Brownies, Guides, Rangers, young leaders and adult volunteers, and was developed with input from close to 55,000 girls and volunteers through focus groups, surveys and workshops.

The detailing comes from use rather than branding: hidden waistband pockets, thumb holes in long sleeves, badge sashes engineered to work as cross-body bags, and personalisable neckers, with colours split by section. Eighty per cent of the range is organic cotton and half the garments are certified recyclable by the Circular Textiles Foundation, alongside summer upcycling workshops with designer Lydia Bolton. Chief executive Felicity Oswald framed the process as responding directly to members' needs. What decides a child's daily experience here is where the pocket sits, not the logo above it.