DUTCH START-UP airline Denim Air plans to dress its cabin crew in jeans and denim shirts and jackets, introducing a casual look to the business of air travel on the route linking Eindhoven and London.

The airline hopes that the marketing ploy, together with a quality one-class in-flight service, will set it apart from the two incumbents on the route, KLM Cityhopper and BASE Regional Airlines.

The denim theme was also chosen with an eye to developing a leisure market from Eindhoven, home of the Philips electrical giant.

Twice-daily weekday return services to London City Airport are due to begin on 26 April, using two Fokker 50s. Flight frequencies will be reduced at weekends. Denim Air has been formed, by private interests, with businessman Hamid Kerboua and a major Dutch bank as principal shareholders.

The Denim Air inaugural, is part of a flurry, of new services at London City. On 1 April, Belgian airline VLM, opened a link to Dusseldorf Express Airport at Monchengladbach in Germany, also with Fokker 50s, and UK newcomer World Airlines plans a start-up before 7 May, operating British Aerospace 146-200s to Amsterdam. Yet another new airline, Euroscot, intends to serve Edinburgh from July.

Source: Flight International