Shama Steps Into Style With New Greyhound Original Uniforms

A collaboration between ONYX Hospitality Group and Thai fashion label Greyhound Original brings a new sense of style to Shama, showing how even a hotel uniform can become part of the travel experience

Hotel design usually gets discussed in terms of architecture, interiors and furniture. But sometimes the details that shape your impression of a place are much more personal, including the people who greet you when you arrive.

Shama is taking that idea quite literally.

ONYX Hospitality Group has partnered with Greyhound Original, one of Thailand's best-known fashion and lifestyle brands, to create a new uniform collection for Shama. More than simply changing what staff wear, the collaboration is intended to translate Shama's “Joy of Living” philosophy into something guests encounter from their first hello.

It is also an interesting meeting of two Thai hospitality and fashion perspectives: Greyhound Original's “Basic with a Twist” design philosophy and Shama's approach to relaxed urban living.

When Hotel Uniforms Become Part of the Design

For travelers, uniforms can easily fade into the background. From a hospitality perspective, however, they are one of the most visible parts of a hotel's identity.

Shama's new collection treats them accordingly.

The uniforms feature an earth-tone palette, minimalist silhouettes and subtle Asian influences. Adaptable collars can be styled in different ways, while Shama branding is kept discreet rather than becoming the focus of each piece.

Just as importantly, the designs have been created for people who actually have to work in them. Comfort, movement and versatility are central to the collection rather than secondary considerations.

“For Shama, being more than a place to stay means becoming part of our guests' everyday lives,” says Yuthachai Charanachitta, Chief Executive Officer of ONYX Hospitality Group. “Every detail they encounter helps shape how they feel about the brand, and our team uniforms are among the most visible and personal of those touchpoints.”

The aim, he adds, is for the uniforms to reflect the “warmth, modernity, versatility and approachability” of Shama while remaining comfortable and practical for the team.

Greyhound's ‘Basic with a Twist’ Goes Into Hospitality

Greyhound Original has been part of Thailand's fashion and lifestyle landscape for more than 46 years, becoming known for contemporary clothes that often take something familiar and give it an unexpected detail.

Its longstanding “Basic with a Twist” philosophy proved a natural starting point for the Shama collaboration.

“The challenge was to bring together the distinctive identities of two brands and have them speak with one voice,” explains Ekbutr Udomphol, Creative Director of Greyhound Original.

That meant combining Greyhound Original's understated style with Shama's “Joy of Living,” a concept centered on comfort, freedom and uncomplicated everyday life.

“We wanted the uniforms to feel friendly, effortless and natural to wear,” Udomphol says. “Every detail balances function and aesthetics, allowing team members to work comfortably while making Shama's identity immediately recognizable.”

The result is closer to contemporary urban clothing than the formal hospitality uniform traditionally associated with hotels, fitting a brand where guests may stay for weeks or months rather than a weekend.

Dressing for a Different Kind of Traveler

The collaboration also reflects how the definition of a hotel stay is changing.

Founded in Hong Kong as a serviced apartment concept, Shama has developed into an urban living brand with more than 20 properties across Thailand, China, Hong Kong and Malaysia. Its portfolio now comprises three propositions: Shama, Shama Hub and Shama Luxe.

Rather than designing exclusively around short hotel stays, Shama positions its properties as a “home in the city.”

Residences are therefore intended to accommodate everyday routines, with features such as kitchens, storage, space to work and areas to properly settle into. The format particularly suits business travelers on longer assignments, international residents relocating to a new city, families needing more room and privacy, and travelers who simply prefer the independence of an apartment with hospitality services.

The philosophy is that guests shouldn't feel as though they are constantly “staying at a hotel.” They should be able to establish routines and gradually become part of the city around them.

A Hotel That Wants You to Leave the Hotel

That sense of living rather than visiting extends beyond the residence.

Shama encourages guests to explore their neighborhoods independently, find local cafés and restaurants, understand the surrounding community and develop their own routines.

It is an increasingly relevant approach to travel, particularly for longer stays. A neighborhood bakery discovered on the morning walk, a favorite local restaurant or simply knowing which route to take home can eventually become as meaningful as anything offered inside the property.

The new uniforms fit into that less formal relationship between guest and host. Rather than emphasizing distance between hotel staff and residents, their relaxed styling is intended to reinforce familiarity and approachability.

It is a small design choice, but one that makes sense when the people checking in might become familiar faces for weeks or months.

Thai Design Becomes Part of the Journey

There is another interesting dimension for international guests staying at Shama: contemporary Thai design becomes part of their experience without needing to be presented as an attraction.

Greyhound Original's influence is subtle rather than decorative. There are no obvious attempts to turn the uniform into a costume or rely heavily on traditional visual references. Instead, its Thai identity comes through a contemporary design language developed by a homegrown brand over more than four decades.

That makes the collaboration particularly suited to Shama's urban positioning. The uniforms aren't intended to transport guests into an imagined version of Thailand; they belong to the modern Asian cities where Shama operates.

For travelers increasingly interested in locally rooted hotels, restaurants, fashion and design, those details can make an international hospitality experience feel more connected to its destination.

A Small Detail That Says Something Bigger About Travel

A uniform is unlikely to determine where anyone books their next trip. But the thinking behind one can reveal plenty about the kind of stay a hotel wants to create.

Shama's collaboration with Greyhound Original reflects a broader shift away from the idea that hospitality must always look formal to feel considered. A residential-style hotel designed around everyday living calls for a different visual language, one that can be polished without feeling stiff.

[PHOTO: Courtesy of ONYX Hospitality Group]