In Pictures: Subway brings fashion to fast food

‘Serving fashion to go’, fast food company Subway has today revealed its new sustainable uniforms for its Sandwich Artists with a satirical high-fashion campaign, adding to the brand's cultural relevancy.

The brand, which recently made a splash with the launch of its biggest ever menu transformation, has revamped the classic ‘Sandwich Artist’ image with a tongue-in-cheek look that emulates streetwear and high-fashion collection launches.

Emulating the style of a high-end fashion brand launch, Subway blurs the lines between fashion and uniforms, while keeping sustainability in mind.

Renowned fashion photographer Olivia Richardson was on board to create this satirical masterpiece. Pulling from inspiration across iconic photoshoots and fashion campaigns, Subway tightropes the space between art and comedy.

Subway has been working on the uniforms for the last 18 months, in that time investigating the best way to create an apparel line from recycled plastic. The result? A fabric used for the garments has been specially woven into a polyester blend that uses recycled plastic bottles.

The uniforms will be rolled out in restaurants across Europe, starting with 2,300 restaurants across the UK and Ireland.

The number of plastic bottles used in the production of each new Subway uniform item includes:

• Baseball cap – made from 3 plastic bottles
• Bandana – made from 5 plastic bottles
• Half Apron – made from 8 plastic bottles
• Full Apron – made from 12 plastic bottles
• Polo shirts – 7 plastic bottles were used to help make the men’s shirt; 6 plastic bottles were used to make the women's shirt
• T-shirts – 8 plastic bottles were used

Louise Wardle, Vice President of Marketing EMEA at Subway, commented: "We are immensely proud of these new uniforms and that we were able to create them using recycled materials and sustainably sourced BCI cotton.

"Over the past few months, the brand has seen some big changes, including a whole new way to Subway with our new Series menu, so we really wanted to do something playful to launch the new uniforms. The tongue-in-cheek high-fashion style ‘dupe’ shoot was a great way to bring to life Subway’s fun tone of voice and light-hearted brand positioning and show Subway in a whole new light."

Subway will also be encouraging Sandwich Artists to get involved in the fashion moment by 'duping the dupe' on social media. Activating across Subway’s social media platforms, follow along to see how Sandwich Artists style the new uniforms inspired by the high-fashion photoshoot.