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RIO DE JANEIRO -- Top Brazilian designer Alexandre Herchcovitch, branching out in many directions, has inked a deal with McDonald's to redesign the uniforms of its employees in Brazil -- the first such contract the multinational corporation has ever signed.
In addition, Herchcovitch will design a collection of T-shirts to be sold in Brazil and abroad using McDonald's characters. Part of the profits from the sale of the shirts will go to McDonald's institute for children with cancer in Brazil, he said.
McDonald's in Brazil handpicked Herchcovitch for the task, rather than ask for Brazilian designers to submit competitive bids. "We wanted Herchcovitch from the start because his clothes have the young, modern look that appeals to us and our employees," said Flavia Vigio, corporate communications officer for McDonald's in Brazil. "Herchcovitch is the first designer McDonald's in any country has hired to design its employee uniforms."
None of the McDonald's headquarters in the other 119 countries, except for the United States, is planning such a uniform redesign, said Vigio. In June, a month after Herchcovitch signed his contract, McDonald's USA "coincidentally," said Vigio, had a similar idea and asked designers there to submit bids to redesign its uniforms. The designers who were approached ranged from...