When The Sloane Club came to us, they were at a pivotal moment in the club’s century-long history. Relaunching with a brand new proposition – ”one space for the whole self” – the team were tasked with restoring the magic of a faded Chelsea institution.
Since 1922, the club had been part of the area’s social fabric. But in recent years, it had lost some of its pioneering spirit, and needed to be brought up to date for a modern clientele. Earlier this year, it unveiled the first of its newly redesigned floors — blending work, wellness and social spaces. Our brief was to design a uniform collection that honoured its heritage while feeling fresh and relevant.
Working with Managing Director Neena Jivraj Stevenson and her fantastic team, we designed a collection of BrandApparel that captures the club’s legacy and its new energy — pieces that make people feel at home, confident and comfortable.
Here, Neena shares the story behind The Sloane Club’s reinvention, and how uniforms became a key part of the vision.
We wanted to reinvent the spirit of 1922
Hi, Neena, can you tell us a little bit about the club’s history?
The Sloane Club has such a rich history and legacy. It began as a club for women in the armed forces, founded by Princess Helena, one of Queen Victoria’s granddaughters. Originally named the Ex-Service Women’s Club, it remained exclusively for women until 1976, when it opened its doors to men, becoming one of the first women’s clubs to do so.
And how would you describe it when you took it on?
By 2017, when we acquired the club, it had lost some of its pioneering spirit. The building was tired and the average member age was 75. Many long-term members had moved to the countryside and were using the club mainly for accommodation rather than as a vibrant social hub. The ambition was to redefine its proposition and put The Sloane Club back on the map – kind of reignite the original spirit of 1922.
One space for the whole self
What did that look like in practice?
We were inspired by our neighbourhood – Chelsea is its own little village in London. It’s very multi generational, diverse, and it’s also quite affluent. We thought about what we wanted the club to stand for. Post-pandemic, people are more mindful of their well-being, the balance between work and play. We came up with this notion of ”one space for the whole self,” thinking of us as multi-faceted beings. I run a business, but I’m also a mother and I’m a friend, and I have a need for wellness, rest and belonging. What if we could create a space where we could authentically cater to all of those convergent aspects of what makes us who we are?
How did you approach making that possible?
We’ve worked hard to respect the club’s heritage while modernising it for today’s members. It’s important to us that the club remains a safe space for women because that was its founding principle.
And indeed, applications for new membership lean slightly more to women than they do to men and we want that to continue. From a design perspective, Russell Sage Studio has brought the club’s history to life in the interiors. For example, our restaurant Helena features hand-embroidered wallpaper and artwork created in partnership with the Royal School of Needlework, which Princess Helena founded.
Why Field Grey?
What made you choose Field Grey for the project?
What I really liked about Field Grey was how personal the approach was. Janice was deeply involved at every stage, from fabric selection to finalising cut and fit, and we really appreciated her expertise and how collaborative the process was. The team really got under the skin of what we were trying to achieve at the club – the balance between individuality and practicality. How are these going to wash? How are they going to store? How are we going to get people into these uniforms day after day, week after week, and make them feel comfortable and happy in them.
How did you approach uniforms within the wider relaunch?
We looked at it as a cohesive collection, reflecting the club’s varied spaces and experiences. We took each space and pulled out the key looks we wanted, tying them together through fabric and sometimes colour. Rich, subtle shades like navy, camel and burgundy complement the ornate interiors without feeling jarring. Velvet is a key part of the tailoring. We wanted something that looks luxury but also modern and cool, so we went for a collarless blazer and waistcoat in different colourways across the spaces, creating continuity and elegance.
Covetable pieces
Do you have any favourite pieces from the collection?
One standout piece is the navy midi-length hostess dress for the Demob bar. That, I can absolutely imagine myself wearing. It’s got this lovely movement to it as our hostesses flow through the bar making everyone feel welcome in the space. It’s understated yet elegant, just stunning.
You’ve said before that the uniforms help bring the whole space together. Can you say more about that?
Overall, the uniforms, like the club itself, are about creating a sense of belonging, style and purpose – a perfect blend of honouring our heritage while embracing modernity. The team wear them with pride, which is really important to us. When people feel good in what they’re wearing, they move differently. They feel part of something. And I think members pick up on that straight away.
Intentional design
What would you say to someone considering a uniform redesign for their space?
You have to start with who you are and what you want people to feel when they walk in. Not just what they see, but what they feel. The uniform is part of that. It’s not an afterthought. It sets the tone. It signals care, attention, pride. And if you work with someone who really gets what you’re trying to do — like Field Grey did — it becomes part of the experience. It feels effortless, but it’s incredibly intentional.
What can members look forward to next?
We’ve got some really exciting times ahead — our principal restaurant Venus is set to open soon, the first-floor spaces are coming to life and we’ve got more events and collaborations in the pipeline. It’s all about creating those experiences that make members feel inspired and connected.
If you’re looking to create something meaningful through uniform design – whether you’re rebranding, launching or just thinking about how your people show up in your space – we’d love to chat.