Scouts Canada looks forward with new, more stylish look

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This article was published 26/03/2011 (5629 days ago), so information in it may no longer be current.

TORONTO — Scouts Canada has style top of mind as it introduces a revamped uniform as part of its big push to revitalize the scouting movement.

Colours are spruced up and sashes for badges disappear for Cubs and Scouts, who will instead wear their symbols of achievement on their sleeves. Canadian flags are also featured in the new design.

The youth organization teamed with affordable apparel brand Joe Fresh Style to give the uniforms their first makeover in two decades.

“We’ve modernized our brand, we’re modernizing our program, we’re modernizing how we do business as an organization overall,” Scouts Canada chief commissioner Steve Kent said in an interview from Mount Pearl, N.L.

“Having a uniform that’s consistent with the kind of image we want to present to Canadian society is really important, and frankly, this uniform refresh is long overdue.”

Kent said Joe Fresh was a “clear winner” of the uniform contract for a number of reasons, including leadership in designing clothes for young people and brand recognition by Canadian families. Kent said creative director Joe Mimran took a personal interest in ensuring the project’s success.

Mimran said in a statement his company was honoured to be asked to help with the redesign.

“This organization has a rich history in Canada and we wanted to honour their heritage while at the same time updating the style and fabrication of the uniforms for today’s youth.”

The redesign was a collaborative process between Scouts Canada and the Joe Fresh team, in addition to consultations with thousands of Scouts members. The organization wanted uniforms that were practical and suitable for the demands of outdoor adventure and other activities.

Kent, who is also a member of the house assembly in Newfoundland and Labrador, said it was important that the uniforms be produced in an environmentally and socially responsible way. The garments needed to be affordable, modern, and convey an image consistent with the brand, appealing to youth and adult volunteers while respecting scouting traditions and values.

Kent said the new looks offer modern colours that are distinct for each program while still fitting into the broader clothing line.

Beaver Scouts aged five to seven will continue to wear a bucket hat and vest but in modernized shades of blue and brown.

“Instead of the thick, stiff vests that Beavers have been wearing since the ’70s, it’s a modern zip-up vest made of a terry fleece, so it’s much more like something that a five- or six- or seven-year-old would actually wear,” said Kent. For Cubs aged eight to 10, it’s a shift back to past tradition with a grey uniform. The new Scout shirt for 11- to 14-year-olds is modern green, while Venturers aged 14-17 will wear navy blue.

Kent said the new design for Rovers, young leaders aged 18-26, as well as adult volunteers and leaders is perhaps the most significant change — a “patriotic red” uniform.

And the Canadian flag on the uniform serves as recognition of the role the organization has played in shaping generations of leaders in the country, Kent said.

Redesigned badges for Cubs and Scouts will be smaller, thinner and woven rather than embroidered.

Aside from the uniforms, there are also hoodies, polo shirts, hats, pants, jackets and vests, as well as yoga pants for females.

Kent said it’s a more relaxed look overall and friendlier for a younger generation while remaining “extremely practical for scouting.”

“We’ve really paid attention to every detail to come up with something that’s comfortable, that’s hopefully going to be a lot more appealing to the people we’re trying to attract, and it’s just much more practical for the actual activities that members engage in.”

Kent said the clothing line will be introduced over the coming weeks and months to members and showcased at large scouting events. The line will be available in stores and online in September.

Joe Fresh won’t carry the uniforms, but will sell summer camp T-shirts in stores with a portion of proceeds supporting local scouting programs.

An Action Plan for Canadian Scouting released in 2009 outlined what Kent calls an ambitious plan to put a new face on the organization and reintroduce scouting to Canadians, which had suffered a 30-year decline in membership.

He has set a goal of doubling membership over the next five years and becoming bigger then ever in their history by 2020.

 

— The Canadian Press