Free Subscription

  • Access daily briefings and unlimited news articles


Only $34.95 per year
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

BWS kits out store staff with streetwear-influenced designer range

Liquor chain BWS has collaborated with three Aussie designers to revamp its work wardrobes for its 9000 store team members. 

The edgy range shows what is possible when companies think outside the square when it comes to kitting out their staff – and offers them a sense of choice and pride in what they wear. The retailer quipped it was “dressing staff up to the wines”.

“We want our team members to feel empowered and wear clothes that reflect their personality and style,” said Scott Davidson, MD at BWS. 

Sam Rowlands with one of her designs.

While Bianca Beers, an artist, and designer from Blacktown, created an illustration about the art and magic of mixology, Sam Rowlands incorporated a snake enjoying beer and a croc grabbing a bottle of wine in her t-shirt designs.

“I thought it was fun and a bit cheeky to play with the qualities of liquid softness and our harsh native animals,” Rowlands explained of her designs.

Bianca Beers’ design.

Meanwhile, Brisbane-based artist Steen Jones designed an illustration featuring a rose and a message in a wine bottle. 

“I hope the team loves my design as much as I did making it for them,” Jones said.

Sam Rowlands and Steen Jones’ designs.

BWS team members will choose which artist’s designs to adorn their t-shirts as part of a wider revamp of BWS work wardrobes. They will start wearing their new attire later this week.

You have 3 free articles.