COLUMBUS, Ohio, Sept. 5, 2017 /PRNewswire/ -- White Castle, America's first fast food hamburger chain, announces a wide-ranging partnership with celebrated fashion house TELFAR. Notorious for hosting Telfar's New York Fashion Week after-parties at its New York City restaurants, White Castle engaged the independent, young label to reimagine and design original uniforms for White Castle's nearly 400 restaurants, and 10,000 team members, nationwide. Various extensions of the partnership are underway, including events, consumer merchandise and more.
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Behind TELFAR, the New York City-based unisex fashion label established in 2005, is the award-winning designer Telfar Clemens. A Queens, NY, native, Telfar pioneered unisex clothing in the 21st century, starting the line at eighteen years old with a simple belief that fashion should be universal, horizontal and democratic. In July 2017, the designer was honored as a finalist for the distinguished 2017 Council of Fashion Designers of America (CFDA)/Vogue Fashion Fund. The winner will be announced on November 6, 2017.
"Our partnership with Telfar Clemens and his creative partner, Babak Radboy, is an incredibly special one for all of us at White Castle," said Jamie Richardson, Vice President at White Castle. "Our two brands may have started 84 years apart but they share a passion for originality and timelessness that we believe is unrivaled."
White Castle's new uniform, the first component of the partnership, was recently unveiled to all White Castle team members. The new uniform is inspired by the brands' shared influence on Americana and their status as "Originals" in their industries. The design combines the appearance of a collared shirt with the unparalleled comfort of a t-shirt. The design is bold yet classic and features White Castle's royal blue hue with yellow contrast stitching and is emblazoned with the brand's timeless logo and typography based on styles of the early 1900's.
"In our minds there is no more authentic American restaurant than White Castle and we have truly been touched by the working process, trust and support," said Telfar Clemens of TELFAR. "There's a White Castle right by my apartment and I've been going there my whole life — seeing the uniform is just amazing! At first glance the partnership seems surreal, but beneath the surface what we have in common is originality and integrity. Being original means taking risks and doing what you believe in, and that's what our relationship is all about. The uniforms were not about reinventing White Castle, just reflecting that core authenticity that people crave."
White Castle and TELFAR plan to continue the partnership beyond team member uniforms with a capsule streetwear collection and launch event this October.
"The possibilities truly are endless," said Richardson. "When we think of what's next, we are positively glowing."
About White Castle
White Castle, America's first fast-food hamburger chain based in Columbus, Ohio, has been making Bold Moves™ as a family-owned business for more than 96 years. Cravers on-the-go can access sweet deals and place a pick-up order any time in the official White Castle app (iTunes App Store or Google Play) or in a grocery store near you. www.whitecastle.com
SOURCE White Castle