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James Turk, PresidentWhat challenges do hospitality organizations face when uniform programs fail to meet expectations?
Uniform programs are often easy to overlook until they stop working. Garments wear out, styles date, and employees—given any choice—stop wearing them. For the hotel brands and cruise lines that depend on providing a consistent, elevated guest experience, that's a real problem.
ICO Uniforms, founded in Miami in 2003, has built its business around solving it. It designs and manages uniform programs for large-scale hospitality clients, including, Marriott International, IHG-Kimpton Hotels, Carnival Cruise Line and Royal Caribbean, with an approach that starts with the clothing and the wearer while maintaining focus on the logistics around stakeholder service.
"Uniforms don't have to look or feel like uniforms," says James Turk, president. "They can look good, feel good and make people feel confident coming to work every day while."
Its ready-to-wear line draws on contemporary retail design—stretch and breathable fabrics, inclusive sizing, silhouettes developed for a range of body types—rather than defaulting to the more utilitarian standards that have traditionally defined workwear. The intent is clothing that employees choose to wear, not they're required to.
A Wardrobe Model, not A Standard Issue
How does the wardrobe concept improve adoption and flexibility within uniform programs?
Rather than assigning a fixed uniform, many ICO programs are structured around a Wardrobe Concept—a curated set of pre-selected styles employees can mix within defined brand parameters. It's a format common in retail but less so in corporate hospitality. ICO has found it improves adoption, program longevity and associate satisfaction.
“We spend a lot of time understanding the brand, its people and how they work before we design anything,” says Scott Turk, EVP and co-founder.
That groundwork—brand team collaboration, focus groups, job function analysis—shapes collections that are meant to work across varying climates, roles and body types rather than representing a single, compromise-heavy standard.
Supply Chain as a Competitive Advantage
Why is supply chain flexibility critical for managing large-scale uniform programs effectively?
The other half of ICO's model is operational. The company runs an integrated supply chain that spans offshore production in China, Vietnam, Bangladesh, and Egypt; nearshore manufacturing in Latin America; and domestic production through Red the Uniform Tailor, a New York Garment District manufacturer it acquired in 2022.
During border closures or shipping disruptions, production can shift across regions without clients experiencing extended backorders.
On the program management side, ICO provides dedicated ordering portals, centralized concierge support and warehouse management systems that give administrators real-time visibility into inventory and distribution. For multi-property operators managing programs across dozens of locations, that infrastructure matters as much as the product itself.
The Marriott Case
In what way does a global rollout demonstrate the effectiveness of this uniform model?
A large-scale engagement with Marriott International illustrates how the model works in practice. When Westin Hotels, Renaissance Hotels, and Le Méridien sought to overhaul legacy uniform programs, the challenge was fourfold: each brand needed a distinct visual identity, the rollout had to be globally coordinated, the resulting programs had to be easier for hotel teams to manage day-to-day and all three Brand Programs had to be available simultaneously.
ICO developed wardrobe-based collections for each brand using its in-stock ready-to-wear line as a foundation, layering in brand-specific pieces and accessories. Global design packages supported consistency across regions while local ordering infrastructure handled fulfillment. The outcome was programs that hotel teams could manage with less friction and that associates were more likely to actually wear.
Looking ahead
ICO is currently upgrading its digital platforms and client-facing tools, with a redesigned website and enhanced B2B interfaces in development. New warehouse management systems are aimed at faster order processing. The company is also expanding beyond its hospitality core into healthcare, aviation, financial services, and consumer industries.
Sustainability has become a growing part of the product conversation. ICO incorporates recycled materials where performance requirements allow and works with certification partners to support sourcing transparency across its supply chain.
In 2025, ICO received a preferred supplier designation from Avendra International, the largest global hospitality GPO,—a designation that reflects both product quality and the consistency of its program execution.
Rethinking Hotel Uniform Design for Modern Hospitality Brands
Uniform programs in hospitality have long been treated as procurement exercises rather than brand expressions. Many hotels continue to rely on dated designs, limited sizing and fragmented sourcing models that struggle to keep pace with evolving workforce expectations. The result is often low employee adoption, inconsistent presentation and administrative friction that undermine service delivery at the guest interface.
A more effective approach begins by recognizing that uniforms are worn experiences before they are managed assets. Employees evaluate them not just for compliance but for comfort, fit and personal confidence. When garments feel restrictive, outdated or poorly fitted, the impact is visible in posture, engagement and ultimately service quality. Leading programs therefore draw inspiration from contemporary retail design, translating current styles into garments that maintain practicality while aligning with how people prefer to dress. This shift requires attention to fabric performance, stretch and adaptability across diverse body types, ensuring that uniform programs reflect the full spectrum of the workforce.
Equally important is the administrative layer that supports uniform distribution and lifecycle management. Hospitality operators often face delays, back orders and fragmented vendor coordination that disrupt onboarding and daily operations. Consistency in supply becomes critical when staff need immediate access to uniforms upon joining or transitioning roles. An integrated production and sourcing model, supported by diversified manufacturing locations, can reduce exposure to supply chain disruptions and provide continuity during periods of global instability. This balance between cost and reliability tends to define whether a program can sustain service expectations without operational strain.
Brand alignment introduces a further layer of complexity. Hotels seek visual consistency across properties while allowing employees some degree of personal comfort and expression. Programs that succeed in this area typically invest significant effort upfront, working closely with brand leadership and staff to understand identity, environment and functional demands. Rather than enforcing a rigid uniform, they create curated collections that allow variation within defined boundaries. This wardrobe-based approach enables employees to choose from approved options, improving adoption while preserving a cohesive brand image while still maintaining discipline in presentation standards across roles and locations.
Sustainability is becoming a parallel expectation rather than a differentiator. Hospitality leaders are under increasing pressure to demonstrate responsible sourcing without compromising quality or durability. The challenge lies in integrating recycled materials and certified processes while maintaining garment performance. When executed effectively, sustainability becomes embedded in fabric selection and production methods, supporting both environmental goals and long-term program reliability.
Within this evolving landscape, ICO Uniforms presents a model that aligns closely with these emerging priorities. It positions itself as a clothing-first organization, emphasizing contemporary design translated into uniform-ready garments that balance style, comfort and practicality. Its approach integrates design, manufacturing and supply chain flexibility, drawing on a mix of offshore, nearshore and domestic production to maintain availability and reduce disruption risk. The company also invests heavily in upfront collaboration with clients, developing tailored collections that reflect brand identity while offering employees choice within defined parameters. Combined with a broad size range and ongoing efforts to incorporate sustainable materials without sacrificing performance, ICO Uniforms demonstrates a structured and scalable approach suited to large hospitality environments.
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