Air Serbia is recycling old flight and cabin crew uniforms to create new items in cooperation with the humanitarian organisation Child’s Heart. The initiative, which has been ongoing for several months, enables people with development disabilities to create new items from used Air Serbia pilot and cabin crew uniforms, giving the materials a new value and purpose. Parts of the former uniforms are being transformed into toiletry bags (pictured), handbags, as well as clothing for pets. As a result, members of the Child’s Heart organisation are involved in the sewing, design and sale of the items, with all proceeds directed to the organisation.

Commenting on the initiative, Air Serbia’s Head of Marketing and Guest Experience, Bojana Knežević, said, “The initiative demonstrates how responsible resource management can be effectively combined with community support, delivering long-term social and environmental benefits. Through this project, Air Serbia further reinforces its commitment to sustainable development and creating a positive impact within the communities in which it operates. The campaign highlights how sustainability and inclusion can be closely aligned with our brand values. As a company focused on the passenger experience, we believe that responsibility towards the wider community should be an integral part of doing business”. The initiative was recently awarded for the best socially responsible campaign in Serbia.