Innovation Above the Clouds: Studio 104 Features on the PCIAW® / APEX Video Podcast

n June 11th, 2025, industry leaders met both in person at the PCIAW® Studio in Buckinghamshire and virtually around the world for a special edition of The Airline Clothing Show. Hosted in partnership with APEX and PCIAW®, this hybrid video podcast delved into the future of airline uniforms—discussing design innovation, fit optimisation, and securing reliable supply chains in an evolving global landscape. Jane Porter, Founder and CEO of Studio 104, was honoured to contribute to this pioneering initiative, highlighting the crucial role that thoughtful design and smart garment development plays in transforming airlines uniform experience.

At Studio 104, we believe uniforms are far more than garments—they are an embodiment of a brand. They balance style with exceptional comfort and performance under the demanding conditions of airline operations. The Airline Clothing Show explored these very themes: how uniforms shape perception, enhance safety and functionality, and support a global, diverse workforce.

‍Setting the Stage for Innovation

The event began with opening remarks from Yvette Ashby, CEO of PCIAW®, and Natalie Wilson, Managing Director of Workwear Solutions International and PCIAW®. They were joined by Nisha Muire from Air Canada, Tiera Kelly from Riyadh Air, and Dr. Joe Leader, CEO of APEX. Together, they set the tone for a dynamic afternoon focused on how airlines are reimagining uniform programs to better serve both the brand and the workforce.

Speakers shared valuable insights into setting priorities, tackling challenges, and learning from past missteps in order to deliver effective, future-ready uniform strategies.

Navigating the Turbulence of Global Trade

In today’s climate of disrupted supply chains, the session Navigating & De-Risking Uniform Programs was particularly timely. Speakers Michael Smith, President of Unisync Group, and Jorge Pinto, CEO of Sky Pro, addressed how airlines can forecast order volumes, manage inventory, and safeguard timelines amidst challenges such as post-COVID uncertainty, volatile taxation, and international logistics issues.

Studio 104’s own approach to this complexity is rooted in agility. By partnering with trusted mills and a network of ethical international manufacturers, we maintain a stable and transparent supply chain—delivering on quality and punctuality, every time.

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Elevating Brands Through Bespoke Uniforms

Another key theme of the event was the power of uniforms as a brand’s most visible touchpoint. Airline crews embody the brand at every stage of the customer journey, and their uniforms balance prestige with practicality.

Jane Porter, alongside Julia Haughton-Baldridge, Senior Manager at Workwear Outfitters, discussed the delicate art of balancing visual identity with garment performance and wearer protection. Jane emphasised Studio 104’s in-depth approach: each collection is born from brand immersion, collaborative design, smart pattern cutting and rigorous testing—from fabric testing to full-scale wearer trials—ensuring every piece aligns with the client’s vision and needs.

Innovating Fit with Digital Solutions

With a global workforce comes a demand for inclusive sizing and consistent fit. The session Digital Sizing Solutions: Streamlining Measuring Processes explored how AI-powered tools, such as Bodd Technology’s body-scanning systems, can revolutionise garment fit, reduce waste, and streamline logistics.

Studio 104 has seen first-hand the impact of 3D design and digital sizing. We integrate these technologies into our process to enhance fit outcomes for our hospitality and aviation clients—delivering precision, efficiency, and wearer satisfaction.

Closing the Loop: A Circular Approach to Uniform Design

Sustainability was a central thread throughout the event and took the spotlight during Closing the Loop in Circular Uniform Programs. This session explored strategies from fabric durability to garment recycling. Speaker Toomas Allikas, CEO of Greenful Group, who showcased innovations in turning textile waste into recyclable materials.

At Studio 104, sustainable design is not an afterthought—it’s embedded into our sourcing and production practices. We prioritise certified eco-fabrics, ethical manufacturing, and circularity, all while maintaining the elegance and performance our clients expect.

Looking Ahead

The Airline Clothing Show concluded with a forward-looking preview of the upcoming APEX/IFSA Global EXPO—an event where design and innovation intersect. Studio 104 is proud to be among the visionaries shaping the future of airline uniforms. We remain committed to delivering uniforms that empower employees, reflect brand stories, and lead the way in sustainable, intelligent design.

The video podcast will be released soon—stay tuned to our website and social media channels for the latest updates.

The Studio 104 team are world-leading specialists in creating bespoke uniform for luxury aviation, luxury hotels, hotel groups, luxury retail, high-end restaurants, luxury experiences, and corporate clients. We provide a dedicated, high-end service supplying exclusively designed, custom and contemporary uniforms.

To discover further Studio 104 bespoke projects visit our portfolio page, and for our detailed process, from uniform concept to manufacture and delivery, head to our process page.

‍Written by Stefanie, Head of Design

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