Why Publishing Firm Studio Playground Asked A Kidswear Brand To Design Its Team Uniform

Creative Boom: Why Studio Playground asked a kidswear brand to design its team uniform The European publisher teamed up with Oxox Club on a limited-edition workwear set that swaps conformity for freedom. If you've been invited to a big industry event, you'll recognise the stress of knowing what to wear. At the very least, you'll have spent an age standing in front of the mirror, trying on at least two or three outfits, before settling on the first, but then still doubting yourself, perhaps all the way up to the actual night. Perhaps that's why some of the most famous people in the world stick to a uniform, albeit an unofficial one.

Think Steve Jobs with his black turtlenecks. Hillary Clinton with her pantsuits. 2010s Mark Zuckerberg with his grey T-shirt, jeans and sneakers. It's not about fashion. It's about freeing up space in your brain for more important things than picking an outfit. Studio Playground, a strategy studio, creative network and independent publisher based between Stockholm in Sweden and Vilnius in Lithuania, has been thinking along pretty much these lines.

Hence, it's just launched Everyday Uniform, a limited-edition workwear set created with Lithuanian kidswear brand Oxox Club. Childlike approach The collaboration began in 2025 with a chat at the creative festival 3daysofdesign in Copenhagen, Denmark. The idea was simple: simplify how the Studio Playground team dresses for everything from client exhibitions and book fairs to panel discussions. One of Oxox Club's first ventures into adult clothing, the project involved almost a year of research into materials, store visits, clothes fittings and hands-on experimentation.

The result is a unisex jacket-and-trouser set, along with a matching utility bag. At first glance, it looks like classic workwear: a boxy chore-style jacket and wide trousers in a soft grey twill, finished with contrasting white topstitching. Clean, smart and professional. But look closer, and you realise that although these clothes were made for grown-ups, they still have a kidswear sensibility in their DNA. Children's clothes are designed to be moved in, played in and generally put through their paces.

So here, the cut is roomy and relaxed, the trousers have a drawstring waist, and everything feels like it'd survive a day of hard work around an event without any worries. The jacket's buttons are a muted sage, except for one, which is a bright cobalt blue; the kind of small detail that makes you smile. That same blue appears in the "more play" wordmark across the back of the jacket, on the trouser pocket and on the utility bag, with the "o" rendered as a solid blue circle. Near the pocket corners, there's a small embroidered tally mark, stitched in white.

It's all subtly playful. The pockets are oversized patch pockets, and they're clearly designed for people who spend their lives carrying printed products. In the photography, a copy of the studio's own publication slides neatly into the jacket's front pocket; a nice bit of brand storytelling. The clothes are made from 100% recycled cotton sourced from Spain, and each piece is individually cut and sewn in Lithuania. It isn't just for the Studio Playground team, by the way. It's also available to the public, with the full set priced at £300 (€350).

Article truncated for readability. Read the full piece →

The collaboration showcases a unique approach to team identity and branding, which is significant for the industry, while also providing actionable insights for brand strategy professionals.