We meet Claudia Spichtig, founder of sustainable workwear brand wear SHIFT., ahead of her appearance at the next Sustainability Workshop with Restaurants Brighton and the University of Brighton. In this inspiring interview, Claudia shares how she turned her frustration with synthetic uniforms into a purpose-driven business that puts people and planet first. From natural materials to practical advice, she’s changing the way hospitality thinks about what we wear to work.

Can you tell us a bit about wear SHIFT. – how did the idea come about and what inspired you to start the business?

People often ask how SHIFT. started, and for me, it’s always been a natural mix of things — a love for design and a genuine attraction to the energy of the hospitality world. I had been working in the corporate fashion industry before moving to Asia, where I lived for over 14 years. At some point, I just couldn’t ignore the amount of polyester used in workwear anymore. I genuinely felt bad for the people who had to wear these synthetic fabrics every day, especially in sweltering heat. So I started designing workwear using natural materials. In the beginning, I created full collections: shirts, trousers, skirts, dresses — with the idea of building a simple set of pieces that could be worn as a uniform, without feeling too “uniformy.” Everything was made with natural fabrics. When I moved to the UK six years ago, I realised I wanted to take things one step further. Sustainability had always been important to me, and I wanted to create products that were not only better for the planet, but also better for the people wearing them.

There are so many products out there that are labelled “sustainable”, but are they really? Especially in the uniform industry, people often don’t have the time (or sometimes the knowledge) to properly check a brand’s claims. I saw a real gap in the market: sustainable workwear that not only looked good but also felt great to wear, day in and day out — something that could actually boost comfort and morale on the job. As much as I loved the full product range I had, I quickly realised that creating truly 100% sustainable products wasn’t easy, especially as I was working with a small team and limited resources. That’s when I made the decision to focus solely on aprons. I’d rather go deep with one product and do it properly, than spread myself too thin and compromise on what sustainability really means. It’s a simple item, but with so much potential.

What sets wear SHIFT. apart from other workwear brands, particularly for hospitality businesses like restaurants, pubs and cafés?

Our materials are soft but sturdy, our colours are vibrant and unique, and above all, our service is personal. We’re a small business, which means every client matters and we listen, adapt, and try to build lasting relationships, not just one-off sales. From first contact to repeat orders, our goal is to be supportive and reliable. Of course, I know that price plays a big role in hospitality and I’ll be honest, it’s hard to compete with fast, mass-produced workwear on price. But that’s not really what we’re about. We focus on quality that lasts, on pieces that feel good to wear, and on helping businesses who understand that well-made, sustainable products are an investment not just an expense. There’s not always an obvious space for what we offer, sometimes we have to create that space in people’s minds. But once people understand the full lifecycle of a product; how it’s made, how long it lasts, how it aligns with their values,  that’s when our approach really stands out

Why is sustainability such a crucial consideration when it comes to workwear in hospitality?

For me, the sustainability conversation in hospitality needs to expand. Over the past few years, we’ve seen huge progress with concepts like farm to table, seasonal menus, and sourcing locally.  Customers are actively looking for that. But now that many restaurants have embraced this way of thinking in the kitchen, it’s time to apply the same values across the rest of the business; including uniforms and workwear. If you’re serving locally sourced produce, but your team is wearing cheap, synthetic aprons made from water-polluting polyester, produced under questionable conditions and sold for next to nothing; that’s a contradiction. It tells a different story than the one you’re trying to convey. True sustainability isn’t just about what’s on the plate. It’s about the entire supply chain, from ingredients to interiors to uniforms. Sometimes, it’s just about not knowing what’s already out there. The more we share ideas, collaborate, and shine a light on sustainable alternatives, the easier it becomes for businesses to take the next step. That’s why events and organisations like Brighton Hospitality are so important. They help connect the dots between Restaurants and what is out there.

How do you ensure your materials and manufacturing processes align with your sustainability values?

Our relationships with suppliers and manufacturers are just as important as the ones we have with our clients. As a small business, working in the textile industry comes with its own challenges. It is a space that is still largely driven by large-scale production. Many manufacturers prefer working with orders in the thousands, but that is simply not how we operate. So it was essential to find partners who understand our standards and are willing to work within our scale. Just as important is their understanding that sustainability is not optional. It is at the core of everything we do. That mindset shift can be difficult. In many manufacturing regions, awareness around sustainability is still developing. It is not uncommon to hear, with a little wink, that things could be made quicker or cheaper if we just cut this or that corner.  It can be exhausting at times, but over the years, we have built a network of manufacturers who understand, most of the time, what we are about. Do they think exactly like we do? Not always. So yes, we double and triple check, every single time. We have learned where the weak spot are, and we keep those checks going. Sometimes it feels a bit like asking a child every time they leave the bathroom, “Did you wash your hands?” But in the end, it is worth it.

What types of venues are currently choosing wear SHIFT. – and what feedback are you getting from chefs, baristas, and front-of-house teams?

Honestly, it’s a real mix. We see strong demand from bakeries and cafés, but the core of our business comes from independent, forward-thinking restaurants. That could be a single site or a small restaurant group. It is usually people who put their team, the quality of what they serve, and their brand values at the heart of what they do. Once our aprons arrive, the feedback is always very positive. People comment on the fabric, the colours, the comfort.

Our biggest challenge, I think, is that our aprons need to be touched to be fully appreciated. On a screen, it’s hard to show the structure, the softness, the richness of colour, all the things that make them stand out. Our products have character. You can tell the difference right away when you compare one of our aprons to a flat, shiny, mass-produced version. There’s a quality and presence to them that speaks for itself.

What advice would you give to hospitality businesses looking to make more sustainable choices when it comes to uniforms and day-to-day operations?

Start small, but start somewhere. Sustainability doesn’t have to mean completely overhauling everything overnight. It is about making better choices, step by step, and being intentional with where you put your money and attention. When it comes to uniforms, think about quality and longevity. Instead of buying cheap and replacing often, invest in pieces that will last, that your team enjoys wearing, and that align with your brand values. Natural materials like organic cotton don’t just feel better, they are also better for the planet and for the people who wear them.Also, take time to ask your suppliers questions. Where are things made? What are they made from? Is there a take-back, repair, or recycling option? If they can’t answer or answer vaguely, that tells you something.

All photos by Nadine Brandt Photography

Interview originally published by Restaurants Brighton in June 2025