Former chief stewardess Toni Olver has launched her own crew-wear business, Cool Workwear, rooted in her struggles with uniform sizing and the knock-on effect ill-fitting uniforms can have on confidence.
“I’m not a size zero. I am curvy and I don’t fit into the typical sizes. It took so long to be comfortable with my body and to not be able to buy workwear in an environment where you have to wear a uniform was quite detrimental to my self-esteem,” she says. “We used to cut the sides of our skorts to make them bigger because if we sized up, they would be too big,” and in one instance she ended up paying out of pocket to have her uniform tailored to fit. So she decided to create a new brand that was better suited to all body types.
Although the business of clothing manufacturing was new territory for Toni, she credits her role as chief stew, which involved costing up workwear from different suppliers, as market research for her venture.
She began consulting with manufacturers and pattern makers to create comfortable workwear that is functional and universally flattering but also empowers wearers with confidence and positivity. Sewn into the labels in each garment is a positive affirmation like “hello gorgeous” and “hey beautiful".
What also sets Cool Workwear apart from other uniform providers is Toni’s personal approach, as she documents her journey on her Instagram, offering glimpses of the manufacturing process from fabric sourcing to cutting and sewing. “I tried to take people on the journey of learning a new industry.” Additionally, all the garments are manufactured in her home country of South Africa, supporting local workers.
The brand’s initial four-piece range includes a jumpsuit, romper and two dress styles with plans for expansion into different colors and new designs by 2025. coolworkwear.co.za