We're redesigning our uniform to help support our mission to grow and thrive.
From our own research, we know that we need to do more to let the public know who we are and what we do. More people know our 2 biggest sections, Brownies and Guides. But many know less about Rainbows, Rangers or Girlguiding. Potential parents told us they didn’t know that Brownies is connected to Guides and Rangers.
And at the same time, many members are telling us that they're finding it hard to recruit volunteers and girls.
Over the past few years, we've been focusing on recruitment, both with our national campaigns and by making resources to support volunteers with their own local recruitment drives. But it's clear we need to do more.
One thing we can do is to show more clearly who we are and what we have to offer, and one of the best ways to do that is through our uniform. It’s the thing that people see when we’re out and about in local communities, doing activities and trying new things.
And a redesign presents lots of exciting opportunities to fix things that we know aren't working in our current range. Both volunteers and girls, especially older girls, have told us there are things that they don't like about the uniform. And it's a chance to improve the way we currently source our uniforms, with the goal of reducing the overall environmental impact from the manufacturing process. We know that's really important to girls - it's been a big theme in several of our yearly Girls' Attitudes Surveys.
Our design principles
From the research we've already done, we've identified 5 big things that will help guide every decision we make on the new uniform
Uniform should be inclusive and affordable
Uniform should be a social equaliser and it shouldn’t present any barriers to any girl or adult who wants to wear it.
Uniform should be sustainable
We want to explore designs that help us support the lowest environmental impact possible.
Uniform should get across who we are
It should help to show what our beliefs and values are as a charity. It should help volunteers and girls of all ages to feel proud to wear our uniform and be a part of Girlguiding.
Uniform should be recognisable and distinctive
Everyone who wears a uniform should clearly look like a part of Girlguiding – a movement that’s youthful, relevant, fun, and offers something a little bit different. It should create interest and excitement from people who don’t know about the amazing things we do (yet!)
Uniform should be practical and comfortable
Uniform shouldn’t just look great – it should make all our members feel great too, no matter what adventures you're having.