When Virgin Voyages takes its maiden trip next spring, Gareth Pugh plans to be one of the first passengers aboard. “I might have to bring my steamer and some safety pins to do some live alterations!” he jokes over the phone from London, where he is preparing to debut the uniforms he has designed for the 1,000-person staff of Sir Richard Branson’s new cruise line. In Virgin red and black with a touch of navy, Pugh’s creations offer a subversive take on nautical style. “We get asked to do quite a few things of a similar ilk, and over the years we’ve had to say no to a lot,” Pugh begins, “But I like the idea of Virgin. As a brand, it represents a lot of the things that we represent ourselves.”

Branson, reached over email, agrees. “There was something rebellious about Gareth’s work, and that really spoke to what Virgin is all about,” the founder explains. “Gareth and his designs didn’t feel forced to fit in with the Virgin Voyages look—it was a natural fit. We wanted to make sure that Virgin Voyages’s crew uniforms were unlike any other and truly original.” Read More