Hooters Scales Back Iconic Shorts in Brand Refresh

Hooters is reworking its iconic orange shorts as part of a brand makeover to return to its roots, with CEO Neil Kiefer of the founder-led group saying the uniforms should be sporty and athletic like the original dolphin-style design from the 1980s rather than overly revealing. The change follows the bankruptcy of Hooters of America, with Kiefer’s team taking over corporate-run locations and steering the brand back to an image that appeals to a wider audience, from young sports fans to seniors gathering for wings and camaraderie. Employees such as Boca Raton server Alli Lamb have welcomed the update, calling the uniforms more “classy” and “comfortable” while ensuring “everything’s covered,” reflecting the company’s goal of keeping its “delightfully tacky” identity intact while also making the experience more approachable for families and everyday customers.