After scouting out a design team to revamp its uniforms, Scouts Canada has awarded the badge to Joe Fresh Style. The decision to update the uniforms is part of “Scouting Now,” the youth organization’s long-term action plan to revitalize scouting in Canada.
“It’s all about reintroducing our organization to the Canadian public, and becoming more relevant to today’s kids and families,” says Stephen P. Kent, chief commissioner and chair of the board of governors, Scouts Canada.
It’s been 20 years since the last uniform revamp, and Scouts Canada has tasked Joe Fresh with creating a co-ed wardrobe that’s suitable for outdoor adventures, environmentally sensitive, attractive to young people and affordable for families.
Although Scouts Canada considered proposals from a number of companies, Kent says, “Joe Mimran’s team demonstrated the strongest interest in partnering with Scouts. His personal commitment to the project has really been evident.”
The unveiling will take place in February, with new uniforms set to roll out next fall. Kent says they’re also exploring the possibility of a fall promotion in Joe Fresh retail locations, though the uniforms won’t be sold there.  With the cheap-chic retailer on board, scouting just got a whole lot spiffier.