TORONTO’S KLAXON HOWL MERGES FORM & FUNCTION

Nothing is more noticeable when you board a plane or enter a restaurant than the behaviour and appearance of the staff. Keenly aware of this, UP worked hard to create uniforms that would express the standards of the brand while still remaining functional for UP’s Guest Service Representatives (GSRs).

After reviewing numerous proposals from Toronto-based fashion designers, UP selected Matt Robinson, owner of Klaxon Howl, a highly regarded menswear boutique. Robinson has been a fixture of the Queen West retail scene since the ’90s, and his work is heavily influenced by vintage military and workwear. Of special interest to the UP team was his personal collection of early 20thcentury rail uniforms, dovetailing perfectly with the UP design system, which drew inspiration from the “golden age of travel.”

The design process was rigorous, starting with a brief that inspired initial sketches and concepts by Robinson, leading to detailed renderings of the many components of the uniform. These included special pockets for electronic equipment, outerwear for cold Toronto winters, and removable elements such as vests to allow for maximum comfort in changing temperatures.

The uniforms were then put through careful testing with UP operational staff to ensure that they exceeded both functional and aesthetic standards.

“It was important to remember that UP’s GSRs work year-round in tough Canadian weather. These uniforms had to be not only handsome, but also highly functional,” notes Robinson.

“UP’s GSRs work year-round in tough Canadian weather. These uniforms had to be not only handsome, but

also highly functional.”