Alaska Airlines is updating its uniform policies for airport staff and cabin crew . The policy goals include allowing all employees regardless of identify to be comfortable in their gender - whether male, female or non-binary.
A professional reply to the ACLU
On June 4, 2021 the legal nonprofit American Civil Liberties Union (ACLU) sent Alaska Airlines' counsel a stern warning letter, stating in part,
As discussed below, we urge Alaska Airlines to take prompt corrective action to bring its policy into compliance with the Washington Law Against Discrimination (“WLAD”) and Title VII of the Civil Rights Act of 1964 (“Title VII”). ... It is difficult to understand how a company that professes to be committed to diversity and inclusion can take the position that enforcing gender stereotypes on its employees is an expression of its corporate “brand.”
Alaska Airlines makes inclusive upgrades to uniforms
Alaska Airlines decided to seize the opportunity and update its uniform guidelines in the aspiration to get towards gender neutrality. Alaska Airlines blogged on March 28, 2022 about how its policies were updating, with employees embracing the inclusive changes. The changes include but are not limited to allowing all employees, regardless of gender, to wear nail polish, makeup, two earrings per ear, and a single stud nose piercing.
Employees can also have tattoos in more locations and more options for their hair. Personal pronoun pins are being made available to all Alaska Airlines employees and in the company store. Finally, by the end of 2022, customers can choose their own personal pronouns when booking on Alaska Airlines as part of upcoming website upgrades.
Photo: Alaska Airlines
James Thomas, director of diversity, equity and inclusion at Alaska gave a commitment to keep listening and improving. Thomas also said on the blog post,
“I know firsthand what it feels like not to be seen, heard or able to bring your authentic self to work. When I’ve experienced this, it didn’t feel great and honestly made it hard to come to work every day during those times, or to deliver my best work.”
Several employees of all genders came forward to explain how the new Alaska Airlines policies benefited them. Isaac who is gender fluid, said; “Celebrating uniqueness so that all teammates feel accepted and, in some ways, celebrated, brings me pure joy.” David who works in Alaska’s JFK Lounge and models part-time also, said,
Photo: Alaska Airlines
“This is so important not only for the well-being of our employees, but also as a company. It allows us to focus on what we can do for each other and what we do for our guests while being the best employees that we can be.”
Other airlines updating uniform policies
Other airlines have updated their uniform policies to reduce sexism and increase inclusion. Last year United Airlines made similar changes. Also, Virgin Atlantic cabin crew are no longer required to wear makeup and can accept trousers as a uniform option. KLM, Bangkok Airways, Air India, British Airways and PLAY also allow female aircrew to wear trousers as Simple Flying documented. Then there's Ukraine's SkyUp Airlines which back in October 2021 showcased a new uniform for flight attendants focused more on function than form with sneakers and trousers over heels and skirts.
Are these updates to Alaska Airlines' uniform policies exciting to you? Please share kind thoughts either way in the comments.