A fashion brand designed a 100th anniversary uniform for White Castle including t-shirts and durags

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White Castle X Telfar 100th Anniversary Uniform

  • Telfar designed uniforms for White Castle’s 100th anniversary.
  • The companies have collaborated several times before.
  • The new uniforms include shirts, an apron, and a durag, requested by employees.
  • See more stories on Insider’s business page.

Fashion brand Telfar designed new uniforms for White Castle workers to celebrate the burger chain’s 100th anniversary.

The new uniforms include a t-shirt, polo shirt, visor, apron, and durag. The pieces will come in light and royal blue and black with the White Castle name and references to the 100 year anniversary. The durag is a totally new addition, and was added at the request of White Castle employees, the company says.

“We wanted something special for our 100th birthday that captures the authentic spirit of White Castle and, as always, TELFAR came through for us,” Jamie Richardson, a White Castle vice president, said in a press release. “TELFAR has taken our uniform to a new place, creating something that’s distinctive, attractive and comfortable, and something our team members will feel great in whether they’re at work or hanging out with friends and family.”

White Castle and Telfar first collaborated in 2015, when White Castle sponsored the clothing brand’s New York Fashion Week show and hosted the afterparty in Times Square. In 2017, Telfar designed unisex uniforms for White Castle’s 10,000 employees and released a streetwear collection to the public.

This anniversary collection is the third uniform design Telfar has created for White Castle. “White Castle supported us before our success and we consider them family,” Telfar creative director Babak Radboy said in a statement. “Their team would serve Sliders backstage at all our shows and were basically part of our team. It’s still the only thing open after midnight in TELFAR’s hood – seeing our uniforms there means something to us, and so we take it personally.”

Photographer Elliott Jerome Brown Jr. captured portraits of White Castle employees in Queens, New York.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

White Castle X Telfar 100th Anniversary Uniform
White Castle X Telfar 100th Anniversary Uniform.

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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The creator of a $150 purse beloved by AOC and Oprah is revolutionizing “it bags” by making them accessible to everyone. Against all odds, it’s working.

Telfar

Tianni Graham, 27, remembers the “before times” – that is, the harrowing months before Telfar introduced its Bag Security Program.

It was early last summer and she, along with thousands of others, was stuck testing their luck each day trying to buy the wildly popular Telfar handbag whose celeb fans include Oprah, Selena Gomez, Alexandria Ocasio-Cortez, and Solange. But they often sold out before anyone could click ‘check out.’

It turns out, robots and resellers were buying products in bulk, making it harder for real customers to purchase them. So, last summer, Telfar introduced its Bag Security Program, in hopes of giving customers better access to its bags by allowing patrons 24 hours to pre-order any bag on the site, with no limits on how many can be purchased. The bag is then made to order, and shipped directly to the customer.

Its first drop, which happened last August, brought in about $20 million – about 10x what Telfar made in all of 2019.

Suddenly, Graham, who is also a fashion archivist and consultant, had her green Telfar bag. It arrived right before Christmas and was a “present to myself,’ she told Insider, adding that other brands could benefit from implementing a similar program. “It would make things so much easier and make the customer feel like you care.”

The program’s success shows how a luxury brand can create accessibility without losing the allure of exclusivity. The old-school model for luxury brands states the product should be scarce and elite, but the next generation of high-end consumers and entrepreneurs are taking a different route.

Teflar is rewriting the rules of luxury, and this time, it’s not too hard for other brands to follow suit.

Telfar ‘white glove treatment’ is what next-gen luxury shoppers crave

Young consumers look less at price tags and more at brand values when determining where to spend their money; these next-gen consumers want sustainability, inclusivity, and a sense of community. The new “white glove treatment” when it comes to luxury shopping is a speedy online checkout from a brand that cares.

For Telfar’s latest drop this week, customers had the option to use the payment installment plan Klarna, making it even easier for those looking to obtain a bag. While customers will have to wait a few months before receiving the bag, people often spend years on a Birkin bag “waiting list” and most will probably never get one.

Shortly before Telfar’s program ended this week, a spokesperson for the brand told Insider it was, already, “going very well.”

Telfar started with an aim of inclusive luxury

Telfar was founded in 2005 by its eponymous founder Telfar Clemens and has dedicated the past two decades to building an inclusive business model.

In 2014, it released its now-iconic vegan leather handbag, which takes inspiration from a Bloomingdale’s shopping bag. The bags became widely available around 2018 after Telfar won $400,000 from the CFDA/Vogue Fashion Fund, allowing the company to expand production.

Clemens described his brand to The Cut as being “genderless, democratic, and transformative,” purposely seeking to challenge the notion that high fashion is only for a certain group of people, with the brand motto being “Not For You – For Everyone.”

Telfar

Now, Telfar bags come in three sizes, with prices ranging from $150 to $257. (For comparison, Birkin bags go for at least $12,000 while Black-owned luxury brands such as Brother Veilles go for at least $1,295.)

As reported by FT, handbag sales in the US declined 18% between 2016 and 2019. Yet, Telfar stood out – in 2016, the brand earned $102,000, growing to earn $2 million in 2019. Last year, New York Magazine deemed its bag the “Bushwick Birkin” and the brand was on pace to earn eight figures, even as the fashion industry was expected to take a 90% loss in profits due to the pandemic.

Boston Consulting Group’s Head of Luxury Sarah Willersdorf told Insider that Telfar has checked all the boxes on what it takes to connect with next-gen luxury shoppers. She said the brand has a narrative that “evokes emotion” and properly intertwines timelessness, creative partnerships, and culturally relevant authorities. GQ pointed out Telfar’s customer base was built, not through influencers, but through “customer aspiration alone.”

Telfar
Telfar Clemens.

Raising the bar for next-gen luxury

Brands like Telfar are important in proving accessible business models can be just as lucrative. Willersdorf expects other brands to follow similar strategies in a post-pandemic world, as shopping continues to pivot online.

In the old days – a pre-millennial world, perhaps – having too much of a product is thought to dilute its value. The Bag Security program defies that. But even the most tech-savvy luxury brand is often behind the curve, as Insider has previously reported.

“Luxury brands are always nervous,” Joseph Yakuel, CEO and founder of consulting firm Within, told Insider last year. “There’s so much risk to them tarnishing their brand reputation because luxury brand price points are only supported by their perception, and if their brand perception goes down market, their price point gets eroded very quickly.”

Clemens and his artistic director, Babak Radboy, said they aren’t worried about oversaturation. It’s about community, now. The new “white glove treatment” is making sure everybody gets a pair that fits perfectly.

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