The delivery drivers of Alibaba, one of the largest e-commerce companies in the world, have received new uniforms. But at first glance, you might think they are Formula 1 drivers. The new suits are designed to express speed, strength, and performance, and they are already a big success.
Ridercore is Safe and Modern
The relationship between workwear and Formula 1 goes back a long way. In Europe, the billboards along racetracks are filled with logos of workwear brands eager to sponsor events with fast cars. The mechanics at such events are often dressed in the same brands that appear on the boards, with the logo proudly displayed on their uniforms.
However, designing workwear inspired by Formula 1 is something new. Still, it goes beyond the fast and bold look that Alibaba has given its couriers. The company is tapping into the Ridercore trend, which is popular among young people in China.
Instead of being dictated by fashion houses, Ridercore is a trend that originated on the streets. It combines functional workwear and streetwear with the look of a Formula 1 driver. The clothing was initially worn by food delivery workers. The fluorescent and reflective elements increase visibility, while the durable materials and multiple pockets make it very practical. Over time, it has become a fashion style that young people also enjoy wearing.
Identity, Visibility and the Psychology of Delivery Uniforms
For companies with delivery services, creating the right uniform is not easy. You want employees to be recognisable, but visibility also means safety. Yet high visibility often leads to fluorescent fabrics, which are already widely worn by traffic controllers and road workers, making it harder to stand out.
UPS couriers, for example, have long been known for their brown uniforms. Eventually, the company also introduced garments with reflective and fluorescent stripes for situations where extra visibility is important. The international delivery service DHL, with its yellow and red corporate colours, already has a strong combination for its uniforms. The two bright colours stand out in traffic.
Still, companies must also consider what their employees feel comfortable wearing. For that reason, the German company Gorillas, which started delivering groceries in Europe in 2020 and was acquired in 2024, chose black uniforms. Germans are known for their more modest clothing style, and in neighbouring countries such as the Netherlands and Belgium, people also tend to avoid bright colours. The riders, who mostly used bicycles, wore black jackets, trousers and helmets. Later, reflective stripes were added to make them visible at night.
