Now, hundreds of years later, uniforms tell a story about identity. Just look at Target\u2019s red polo and khakis combo, or the Starbucks green apron.<\/p>\n
\u201cWhen you create a uniform, you establish brand awareness, and that creates identity,\u201d said Churchill.<\/p>\n
During his Power Session at the 2026 ASI Show Fort Worth on Tuesday, March 10, titled \u201cSelling Uniform Programs to Top Markets: Unlock a Repeatable Revenue Stream,\u201d Churchill dove into the current uniform landscape and offered some recommendations for how distributors can unlock new opportunities in the space.<\/p>\n
![\"Caleb](\"https:\/\/www.newsbeep.com\/us-tx\/wp-content\/uploads\/2026\/03\/calebchurchill-616.jpg\")
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Caleb Churchill of Workwear Outfitters (asi\/98258) offers tips on how to sell successful uniform programs.<\/p>\n
A Ripe Opportunity<\/p>\n
The uniform market is thriving. In fact, Churchill said more than one-fifth of employees wear uniforms.<\/p>\n
However, when pitching workwear programs to end-buyers, Churchill said distributors need to \u201ctake off their blinders.\u201d<\/p>\n
\u201cDon\u2019t just think about the front of the house \u2026 consider the back of the house as well,\u201d he said. \u201cThink about uniforms for roles like maintenance or janitorial.\u201d<\/p>\n
Churchill also recommended looking for opportunities in top promo markets like healthcare, education and construction, where buyers are already investing in promo.<\/p>\n
A New Generation of Uniform Buyers<\/p>\n
When it comes to workwear, comfort is critical. \u201cPeople want to be able to go out after work and not feel like they\u2019ve been wearing uncomfortable clothes all day,\u201d he noted.<\/p>\n
Churchill remembers a time when the uniform he had to wear \u201cfelt so stiff it might as well have been a cardboard box.\u201d But lately, a new generation has come in and changed the game.<\/p>\n
Millennials are now the biggest share of the workforce, and Gen Z is following suit. These generations are influencing the market with evolving expectations, said Churchill, including comfort and fit, style and identity, functionality, durability, sustainability, tech integration, and inclusivity and sizing.<\/p>\n
Finding the Uniform Program Decision-Maker<\/p>\n
Most uniform programs are managed by a committee, which might include people in HR; marketing; operations; or health, safety and environmental management.<\/p>\n
\u201cThis committee is not thinking about a product, but a solution,\u201d Churchill said. \u201cAnd by solution, I mean, how can you make their job easier?\u201d<\/p>\n
Once the committee is identified, Churchill recommended asking questions like:<\/p>\n
Who makes decisions on uniforms?
\nWho is currently providing your uniforms?
\nIs there a current contract?
\nCan I offer your team a wear trial?<\/p>\n
Technology, he added, has made this process even more efficient. \u201cUniform programs are easier than ever using tools that simplify everything,\u201d he said. \u201cTech can help with things like sizing accuracy, so you don\u2019t need to bring sizes all the way to the customer.\u201d<\/p>\n
A lot has changed since medieval times, but one thing has remained consistent: Uniforms tell a story. The right uniform program can help end-buyers increase brand recognition and employee satisfaction \u2013 all while helping to bring in more revenue for distributors.<\/p>\n
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Stay Ahead of the Curve<\/p>\n