McDonald’s Seeks Hipper Uniforms for Its Workers

McDonald’s Corp., fresh from a makeover of its menu and ads, now wants to upgrade its restaurant staff uniforms to make them hipper and more befitting the MTV generation, a spokesman said Tuesday.

“Our crew in many respects are ambassadors of our brand, and we want their attire to be consistent with that,” said Bill Whitman, McDonald’s USA spokesman.

McDonald’s “I’m Lovin’ It” advertising campaign, with its catchy jingle and youth-oriented television commercials, has helped the world’s largest restaurant chain gain traction with U.S. diners since its launch almost two years ago.

To spearhead the uniform project, the company has hired Steve Stoute of New York-based brand imaging firm Translation, Whitman said. Stoute, a former record executive, is responsible for hooking up rapper Jay-Z with Reebok International Ltd. and has worked with McDonald’s previously on its partnerships with performers Justin Timberlake and Destiny’s Child.

Stoute said talks were underway with some of the world’s best-known clothing labels, including Sean “P. Diddy” Combs’ Sean John label, Polo Ralph Lauren Corp., Giorgio Armani, hip hop mogul Russell Simmons’ Phat Farm label, American Eagle Outfitters Inc., Abercrombie & Fitch Co., Rocawear and Tommy Hilfiger.

Whitman said McDonald’s was not yet negotiating with any specific designers and described the current discussions as informal and internal to McDonald’s.