Southampton's docksides might not be quite as elegant as the fashion catwalks of London and Paris but the stevedores of Southampton Cargo Handling (SCH) have a smart new image on parade.

A new look has been adopted by SCH as part of a review of the company's dress code for all operations including baggage handling, mooring, driving and loading stores.

The dress code has been introduced after close consultation with ship operators in the port of Southampton.

Kevin Cursons, SCH's quality and safety manager, said a complete review of clothing for health and safety together with customer service requirements had been necessary to meet the increasing service demands of their market.

"As the operating face of the port we recognise the need for a good, presentable image, particularly when dealing with cruise passengers.

"Equally, when we are loading expensive cars on to ships we have to make sure our clothing is clean and does not contain the type of materials that could scratch the vehicles.''

With security issues in mind SCH have also re-organised an identification pass system along with the dress code.

Captain Mark Bookham, UK operations director for Wallenius Wilhelmsen Lines, said: "As the leading carrier of roll-on/roll-off cargo in the port, we are handling millions of pounds of vehicles.

"Our aim is a high quality service throughout the logistics chain and the SCH stevedores have an important role to play through their levels of service, performance and appearance.''