The design team engaged in an immersive inquiry to understand the legacy and history of the Girl Scout uniform. After this research phase, the team developed several design concepts that could become prototypes. They designed a new color palette and designated multiple colorways. The new apparel collection honors the classic Girl Scout look while also incorporating modern, fashionable elements to ensure that every girl can express her unique style. Additionally, the redesign aims to reflect the expanding programs available to Girl Scouts, such as badges in coding, cybersecurity, marketing, and making business plans. The looks inspire membership and engagement, reflect a contemporary mindset, and evolve as girls evolve. By offering a variety of options—such as cotton-blend and crewneck T-shirts, full-zip hoodie sweatshirts, drawstring joggers, pocketed spandex leggings, cargo pants, a soft knit skater dress, and a light-washed denim jacket—girls can proudly showcase their personalities while also sporting the iconic Girl Scout trefoil.
A new uniform collection was designed with three concepts inspired by the lifestyle of Girl Scouts in grades 6–12. The collection is a wardrobe system of interchangeable pieces for everyday casual wear, specific events like ceremonies and parades, and practical outdoor wear. The redesigned official uniform includes a new khaki utility vest and pocket sash. The vest has a cinched waist and epaulet shoulder, plus two functional front pockets. The sash, in four-way stretch woven twill, features hidden cell phone pockets for easy storage. Girl Scouts can now incorporate the new uniforms and apparel into their daily wardrobes, whether they’re going to school, exploring the outdoors, selling cookies, or attending a troop meeting or more formal event.
Designs were completed through 3D virtual prototyping and apparel design software (including Browzwear and VStitcher), reducing fabric waste and eliminating the need for physical sampling. During the early stages of the project, GSUSA and FIT conducted focus groups with current Girl Scouts to tap into the brains of modern girls and gain insight into what they hoped to see reflected in the new designs. Using that research—which underscored the importance of individuality, inclusivity, functionality, and comfort—FIT professors worked closely with the students on their sketches, material selections, and overall collection. The student designers also took current fashion trends into account while creating an assortment to appeal to a range of Girl Scouts and their diverse style preferences. Of the FIT-designed collection, 18 pieces were selected by GSUSA for inclusion in their official catalog. The launch included a live online shopping experience and event, a social media strategy, microsite, and interactive 3D volumetric photo captures of the designs. This 3D technology is enabled by 64 digital single-lens reflex cameras (DLSRs) that create the images with one click.
With the new uniform and apparel collection completed, the design team partnered with Bambuser to host the live streaming event. Viewers could shop the new Girl Scouts products while watching the show at the same time; a live chat feature increased customer engagement. Using the hashtag #GSStyle, girls across the country were invited to share their styling of outfits assembled from the new collection. In addition to this event, the project received significant media attention, with articles featured in a variety of outlets including The New York Times, Fast Company, Fox News, and the National Retail Federation. The hope is these new Girl Scouts products reflect a lifestyle that teenage girls can relate to and encourage pride in being a scout. Furthermore, GSUSA seeks to continue working with FIT down the road on other innovative projects, such as sustainable textiles and production, bespoke garments, wearable technology, and biodegradable products.