Delta - Below Wing Style Guide - 10

When Delta began
conceptualizing
the redesign of our
uniforms for Below
Wing, we found the
perfect provider in
Lands' End,
an American heritage brand
built on supplying quality,
well-designed goods for hardworking
people. Lands' End's
Gary Comer, who founded the
company in 1963, was a champion
sailor and world traveler, and
his spirit carries through what
is today one of America's bestknown
clothing companies.
Lands' End senior designer
Troy Tarantino spent two
years leading the Delta effort,
which turned out to be the
largest custom project in the
apparel brand's 55-year history.
He talks about the collaboration
and the new collection,
which includes fits, styles,
base layers, and accessories
never before offered.
Where do you begin
when Delta asks you to
completely redesign
the below-wing uniforms?
Tarantino: Actually, when we
were first approached, they
asked what we currently had in
our line that could work below
wing with a little customization.
When they saw everything we
offered, and we talked about
everything we could do, they
wanted more custom-and then
100 percent custom! It's the first
time we've taken on a project
like this with such a huge company.
Each piece is exclusive,
totally customized to the job.
How did you learn what
was needed to design
the uniforms?
Tarantino: I took part in job
shadowing and employee focus
groups throughout the Delta system.
I was working in different
weather conditions, unloading
and loading baggage, working
alongside technicians-seeing
how dirty clothes get, where the
abrasion happens. We talked to
employees and asked them
what brands they wear when
they're not at work and what
they wear to the gym. Then
we looked at how we could
incorporate the functionality.
The new look is quite sporty.
What was your inspiration?
Tarantino: This team is doing
a lot of physical work. It's almost
like working out in a gym. So,
I was thinking about what athletes
might wear.
What can you tell us
about the fabric?
Tarantino: Their current
uniform hadn't been updated for
20 years! It was a stiff, starched
twill. We learned from talking to
employees that they were layering
with store-bought thermals
featuring performance materials
found in high-tech garments
worn by athletes. We thought,
why not develop a similar fabric?
Because we're a sportswear
company, we were able to use
some of the same finishes. It's
about 50/50 existing Lands' End
fabrics and new fabrics that we
developed for Delta. The polyblend
is treated for wicking, stain
release, and water repellency.
10
DELTA AIR LINES / STYLE GUIDE

Delta - Below Wing Style Guide

Table of Contents for the Digital Edition of Delta - Below Wing Style Guide

Contents
Delta - Below Wing Style Guide - Cover1
Delta - Below Wing Style Guide - Cover2
Delta - Below Wing Style Guide - 1
Delta - Below Wing Style Guide - 2
Delta - Below Wing Style Guide - 3
Delta - Below Wing Style Guide - 4
Delta - Below Wing Style Guide - Contents
Delta - Below Wing Style Guide - 6
Delta - Below Wing Style Guide - 7
Delta - Below Wing Style Guide - 8
Delta - Below Wing Style Guide - 9
Delta - Below Wing Style Guide - 10
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Delta - Below Wing Style Guide - 12
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Delta - Below Wing Style Guide - Cover3
Delta - Below Wing Style Guide - Cover4
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