Cargo Crew Has Redefined Workwear, And Their Three Day Fitzroy Showcase Just Proved It
Cargo Crew wrapped up its three day takeover of Soft Focus House in Fitzroy, and after attending, it’s clear the brand isn’t simply making uniforms. They’re shaping how an entire industry presents itself. If you work in hospitality or design, you already know how much a team’s look influences mood, workflow and confidence. Cargo Crew has quietly owned that conversation for over twenty years, and this event revealed just how far they’ve pushed the idea of modern workwear.
Founded by Felicity Rodgers back in 2002, Cargo Crew began with a simple question: why can’t work uniforms feel as considered as the spaces we build? Two decades later, their designs are worn by more than 80,000 crews across 90 countries, from espresso bars to large scale hotel groups. They’ve essentially become the unofficial wardrobe department for Australian hospitality, retail and creative businesses.
And walking through Soft Focus House, it made sense. Cargo Crew garments look sharp, but they’re built to handle real shifts, real movement, real pressure. Fabrics stretch, breathe, wash well and hold shape. Cuts fit a wide range of bodies without feeling clinical. Everything has that Melbourne-born mix of style and function that works just as well for a front-of-house waiter as it does for a florist or a baker covered in flour.
A standout at the showcase was Equipt, the brand’s new take on professional dressing. Think refined, tailored pieces with a softness you don’t normally associate with uniforms. They feel like something you’d actually choose to wear. Equipt bridges that gap between hospitality and fashion in a way that doesn’t feel try-hard. It’s polished, comfortable and deliberately understated, which makes it perfect for venues that want their staff to feel confident without looking overly formal.
Then there was the first public reveal of the Genevieve Smart x Equipt capsule. Smart approached the collection with a designer’s eye, treating uniforms as garments with personality and intention. The pieces take cues from hotels, restaurants and quiet luxury settings, proving that workwear can still feel elevated without compromising practicality. You could see the attention to fabric, movement and details. Everything looked thoughtfully built for the rhythm of hospitality life.
Across the three days, the event revealed a brand with deep respect for the people behind the service: chefs, bartenders, bakers, designers, makers. Seeing them on the runway instead of models reinforced what Cargo Crew is really celebrating. Workwear isn’t background noise. It’s part of the story a venue tells the moment the door opens.
The event might be over, but its message lingers. In an industry obsessed with atmosphere, design and experience, what your team wears isn’t an afterthought. Cargo Crew has spent years proving that clothing can lift confidence, sharpen identity and help teams feel good in their craft.
And after seeing Cargo Crew House up close, that philosophy feels more powerful than ever.