At first glance, food and fashion seem worlds apart. But look closer, and you’ll find striking similarities in the way they connect with people. From limited-edition drops to provenance-driven storytelling, fashion is borrowing tactics long perfected by food brands to connect with modern audiences.
Why? Because both industries trade in taste, aspiration and experience. And in both, presentation is everything.
In hospitality, the parallels are clearest. The way you plate your dishes is inseparable from the way your team is presented. Uniforms, like menus, are carefully curated to deliver a brand experience that lasts long after the first taste.
The power of the origin story
Food marketing thrives on provenance: single-origin coffee, paddock-to-plate dining, the DOP quality seal. These stories build trust and authenticity.
Fashion has adopted the same language, but with an emphasis on ethical production, thoughtful design and longevity. At Cargo Crew, our origin story begins with the fabric.
“We custom-develop materials that are breathable, durable and built for purpose. It’s the same mindset as a chef sourcing ingredients: quality in equals quality out,” is the sentiment shared by Felicity Rodgers, Founder and Chief Creative Office of Cargo Crew.
The seasonal edit
Just as menus evolve with the seasons, fashion thrives on capsule edits, colour palettes and limited releases that feel fresh and relevant.
Just as a truffle pasta draws a winter crowd, a limited-run apron colour (with a matching dog scarf) can become the must-have of the season. Scarcity and novelty keep both diners and shoppers coming back for more.
Cargo Crew applies this thinking through their seasonal colour palettes. Allowing brands to refresh and update their team presentation without reinventing their entire uniform range. Swapping out aprons, adding a hair scarf or new tee, can make a uniform look new again.
Reinventing the classics
Even retro dishes are having their moment again, think Baked Alaska or prawn cocktails reimagined for modern diners. Fashion works the same way: classic shapes and 70s tailoring have returned, but with better fabrics, sustainability and refined construction.
“Our Equipt collection embodies this philosophy,” Felicity proudly shares about the new release. “We’ve taken heritage workwear and re-engineered it for today’s teams. Think timeless silhouettes, built to last and designed with care. It’s not about chasing trends, but about reinventing the classics in ways that stay relevant.”
Uniforms as branding
Chefs know plating isn’t decoration, it’s communication. Uniforms send the same message. A mismatched crew can dilute a brand, while a cohesive, fashion-aware team signals professionalism before a word is spoken.
Uniforms are more than clothing. They’re a living extension of your brand identity. They reflect your values, your culture and the experience you want customers to remember.
The sincerest form of flattery
When fashion borrows from food marketing, it’s not imitation, it’s alignment. Both industries understand that consumers want more than products. They want stories, sensory triggers and experiences that feel authentic and memorable.
“Uniforms sit firmly in this world. They’re not an afterthought, they’re a critical part of your brand,” says Felicity. Just as a chef balances flavours, we balance design, function and durability to create modern uniforms that elevate every service moment.”
At Cargo Crew, we design modern uniforms with the same care a chef puts into a recipe, because when your crew looks good, your brand tastes even better.
Cargo Crew 4 Scholar Drive Bundoora, Victoria, 3083
03 9411 9850