Form follows function: Why design isn’t everything
Every clothing design begins with a sketch – including here at CWS. However, unlike regular fashion, workwear has to do more than just look great: it must protect people from injuries. Here is an insight into the challenges and solutions.
Almost all CWS Workwear products begin life on a piece of paper. Iris Rau has been responsible for the designs of new CWS workwear for 25 years now. She began her career in the fashion industry, but the move to CWS and workwear was absolutely right in her eyes: “I still enjoy this work every day. I get direct feedback here from the people who wear the clothing – that’s not the case with casual fashion,” she explained.
Iris Rau usually receives the signal for a new product from colleagues in Sales and Product Management. They have exact expectations of what collection is in demand and what requirements it must satisfy. The designer then transfers their wishes to the paper. When doing so, she doesn’t simply draw a pretty outfit like the creator of an evening dress might. Thanks to her many years of experience, she also has important details in mind for the garment’s subsequent characteristics right from the start of the development process. “Offering reliable protection is always the utmost priority at CWS. In addition, the product should impress with high durability,” emphasised Iris Rau. The golden rule is: form follows function – the product must function optimally above everything else. Other important factors include cost-efficiency and the availability of the preferred materials. Even the best design is of no use if it is not possible to produce it.
Melanie Deppe, Head of Product Quality Workwear, is responsible for identifying the best common denominator for every new creation. “In the development process of a collection, we want to satisfy the requirements and wishes of a number of groups. From a design perspective, the product should look nice, from the laundries’ perspective, it should be easy to clean and repair, and the wearers of the clothing want it to be comfortable and, naturally, offer them protection.” Sustainability is no new trend for Melanie Deppe and Iris Rau by the way, but rather a key aspect from the very beginning: “Our goal has always been to extend the usable service life of our products. As such, we always pay attention to high quality and durability. And the longer a garment is used for, the more sustainable it is.”
Press studs or hook-and-loop fastener strap? Small details can make a big difference
So how do we combine the different expectations of the designer, laundries and customers? Iris Rau used the pockets on the clothing as an example: “Hook-and-loop fasteners tend to deteriorate a little with washing. That is not the case for press studs,” she explained. So press studs are the obvious choice then? Unfortunately, it’s not that simple: “Many of our customers want to include name tags on the pockets of their employees’ clothing – and that is far easier to do with hook-and-loop fasteners,” said the designer, mentioning just one of the many factors to be taken into consideration.
From blue overalls to reflective stripes
Many years ago, classic blue overalls dominated the workwear offering. Available in just one colour and often made from just one material, they were easy to clean. Washing loads of up to 280 kg are not uncommon for industrial washing processes, in contrast to the usual 6–10 kg for domestic loads. The more varied the washing, the more difficult it is to get everything clean without affecting the colour or damage occurring. “Today, there are a wide range of colours, many different fabrics, reflective stripes and more. The challenge is to maintain the durability of the products even as customer requirements become ever more specific,” explained Melanie Deppe. Before a product is launched on the market, CWS puts it under the microscope in its own test centre. “Here, our experts examine the garment for colour retention, fit, reparability and quality after many washes.”
Even if bearing sustainability in mind is anything but a new concept at CWS, Melanie Deppe has noticed an important effect as a result of the ever-increasing trend towards more and more environmentally compatible clothing: “Sustainable products are now receiving the attention they deserve – the word quality sounds expensive and time-consuming, whereas sustainability directly invokes good thoughts.”