Workwear – Pivot to Gen Z, Women in the Workforce

As laundry operators shop for workwear options at the Aug. 23-26 Clean Show in Orlando, many are seeking cooler, more comfortable styles that reflect a shift in the workforce to younger employees, according to a leading operator we contacted.

Jerry Martin, vice president of sales & marketing for Prudential Overall Supply, a national industrial operator based in Irvine, CA, said he was struck by recent research incorporating census data and surveys conducted by garment supplier Workwear Outfitters. These statistics (see chart above) show that over the past six years millennials (born 1981-’96) and Gen Z (born 1997-2015) people have come to dominate the U.S. workforce. “This is kind of interesting, as it relates to the generations in the workforce,” said Martin, noting that in 2025 millennials and Gen Z comprise 75% of the workforce. The remaining 25% include “other” generations born before the millennials, such as baby boomers (born 1946-’64) and Gen X (1965-’80). “It’s interesting to see how much it shifted in a six-year period to where millennials and Gen Z are now dominant.”

What’s more, marketing research from WWO and others, plus anecdotal reports show that younger people who wear uniforms tend to want street-savvy looks, fit, comfort and breathability. Martin cites the need for comfort and fit, style, identity, functionality, durability and quality, along with “inclusivity and sizing.” Regarding the latter two terms, he notes that there are more women in today’s workforce. They want more workwear that’s designed specifically for them.

The industry has made some headway in the area of female sizing, but it’s not as extensive as he’d prefer, Martin said. “For women it’s still a small percentage, on the rental side for Prudential,” he says. “However, it is something that we market. I think it’s important to have the offering because many times you’re talking to female decision makers, right?” If an operator isn’t offering a good selection of garments styled for women, you could lose out, he says. Martin adds that direct-sale garments offer a greater selection of apparel designed for women. “The direct-sales side has a broader offering, for female employees if they’re looking for specific female cuts,” he said. “There is still a lot of unisex fits out there in the marketplace, especially for cover garments, where it doesn’t necessarily have to be one or the other.”

Another industrial/mixed operator, Josh Wildman, the CEO of Wildman Business Group, Warsaw, IN, says he sees a trend toward direct sale for workwear for service companies, as opposed to heavy industrial or protective clothing. “We’ve seen notable success with the newer MIMIX® program from Workwear Outfitters and the Bulwark FR offerings have both improved and remained relevant,” Wildman said. “Workwear Outfitters is also developing new fabric technology slated for release next year. That said, the uniform rental sector still tends to lag behind retail fabric and styling trends. The industry continues to shift toward PPE and heavy-soil applications, while service-sector uniform programs are increasingly moving to direct sale.”

The MIMIX program from Workwear Outfitters (WWO) is a specialized line of workwear designed to enhance comfort, mobility and durability for physically active professionals, according to information on the UniFirst Corp. website. Click here for details. Readers can also check WWO’s website at www.wwof.com.

A third operator, Cody Craig, sales manager for Triple D Uniform, Houston, says he’s pleased with WWO’s efforts with offering workwear that enhances wearer comfort year-round. “Red Kap® came out with a ‘Cool Core’ line that has been wildly popular in our area as its technology provides more comfort, breathability and cooling technology,” Craig said. “That is a strong selling point in our hot and humid climate of Houston.”

Look for more on workwear trends, including innovations in FR and enhanced-visibility garments in September’s Textile Services magazine.