American Airlines planes

Land's End is going to supply uniforms for 51,000 employees of American Airlines, the two companies announced Tuesday.

A third airline is contracting with Lands’ End Inc. to supply uniforms for some of its employees.

The Dodgeville apparel and lifestyle company said Tuesday that it was awarded a uniform program to manufacture and outfit 51,000 American Airlines employees. It will create an estimated 1.8 million apparel items for American’s flight attendants and employees in airport customer services and premium customer services, according to Lands’ End spokeswoman Michele Casper.

American Airlines chose Lands’ End over five other finalists, Casper said. Lands’ End’s growing outfitters division already supplies employee uniforms for Delta Air Lines and Alaska Airlines as well as for AT&T, Avis, Hampton Inn and The Weather Channel, among others, and is a uniform provider for schools across the country.

Its reputation for creating quality uniforms for large and small companies made Lands’ End a strong candidate during the selection process that included the employees’ union, according to American Airlines spokeswoman Lindsey S. Martin. “We’re excited to work with them,” she said.

Besides the quality of its uniforms, Lands’ End’s outfitters division, which is in its 25th year, takes pride in its one-on-one relationships with its customers, its customization and designer program available to all of its customers, and its strong account management team, Casper said.

“(The outfitters division) is hitting their stride,” she said. “It has a lot of potential.”

The contract with American isn’t as extensive as its contract with Delta, which was announced in September 2016 and includes supplying uniforms for about 60,000 employees, including those who work “below the wing” in cargo, ground service equipment and maintenance, repair, and overhaul areas.

Next up is the fine-tuning process of the uniforms for fit, comfort and functionability, Casper said. Lands’ End hopes to supply some American Airlines employees with some uniforms to wear on a test basis beginning in October. It hopes to have uniforms ready to go for all employees by late 2019.

The project combines the strengths of Lands’ End and American Airlines, according to Jerome Griffith, Lands’ End’s chief executive officer. “The two companies share a strong commitment to their loyal customers and hold their employees in the highest regard,” Griffith said.

Besides its outfitters division, Lands’ End also is a multi-channel retailer of clothing, accessories and footwear for men, women and children. It also has a home division.

Lands’ End offers products through catalogs, online at and at affiliated specialty and international websites and through retail locations.

Editor's Note: The name of American Airlines spokeswoman Lindsey S. Martin has been corrected. 

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Rob Schultz has won multiple writing awards at the state and national levels and covers an array of topics for the Wisconsin State Journal in south-central and southwestern Wisconsin.