West Midlands Fire Service introduces updated uniform and inclusive options for staff

Firefighters and staff at West Midlands Fire Service (WMFS) are rolling out a new look uniform from this week, designed to reflect the service’s modern identity and commitment to inclusivity.

The updated kit features button-up shirts in place of polos, with each shirt displaying the service’s newly introduced logo alongside its traditional crest. The shirts are designed to be worn comfortably under operational PPE.

For the first time, the uniform range includes specific options for staff who are pregnant or experiencing menopause, following feedback gathered during the design process.

“Our new uniform reflects the service we are today – professional, inclusive and community-focused. We’ve worked closely with our staff throughout this project to make sure the uniform not only looks smart, but feels comfortable and practical for day-to-day duties.”

Steve Ball, Area Commander and Head of Response at WMFS.

The updated logo marks the first major brand change in over a decade and is intended to signal WMFS’s evolution as a ‘bold, contemporary and progressive’ organisation. However, the service’s historic crest will continue to feature, retained for its strong connection to public trust and staff pride.

“We will, quite literally, be wearing it on our sleeve,” said Ball. “I’m looking forward to seeing our staff representing the service in the heart of our communities with a uniform that fits the work they do.”

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