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Dedicated to Creating High-quality Fashion for the Salon.
We believe that health and beauty professionals deserve uniforms that work as hard as they do and so for 20 years, we've been committed to creating professional beauty uniforms that stand out and do your business proud. From beauty tunics and beauty dresses to salon trousers, aprons and leisurewear, our spa, salon and beauty uniforms add that extra level of glamour without compromising on comfort or practicality. Our signature, easy-care, quick-drying fabrics, make washing, ironing and caring for your salon uniform a breeze and are designed and made to withstand chemicals and heavy use, so you can continue to look and feel fabulous when working all day long.
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1966
The Beginning
In 1966, Louis and Molly Shinwell pioneered the creation of the first modern Cossack-style dental tunic, igniting the journey of Dencowear. The name Den-Co-Wear comes from the very first 'dental coat' that was made. Their vision laid the cornerstone for a company dedicated to blending innovation with style, a legacy spanning three generations.
1980
2nd Generation
Under the dynamic leadership of Sue Sherman (daughter of Louis & Molly) during the vibrant 1980s, Dencowear's horizon expanded beyond dental tunics. Embracing a diverse array of industries, from beauty salons to spas and pharmacies, our commitment to exceptional service and innovation continued to shine, fostering a culture of positivity and growth within our company.
2000
Salonwear Direct Emerges
In the dawn of the digital age, Salonwear Direct emerged as a beacon of excellence in the early 2000s. Spearheading the online revolution within our industry, we established one of the UK's foremost online shops, seamlessly adapting to the evolving needs and trends of our clientele.
2005
3rd Generation
With Ilan Sherman's entry into the business in 2005, the legacy of innovation and customer-centric ethos was further fortified, ensuring Dencowear's continued evolution and prominence in the industry.
2024
our vision
Our vision is to become the UK’s number one recognised brand for modern premium health and beauty clothing.
For three generations, our mission has remained the same: to ‘MAKE PEOPLE LOOK AND FEEL GREAT.’ The 'look' comes from the quality of our garments, and the 'feel' from the exceptional experience our customers have when interacting with us.