U.K.’s Shorts Launches Lift Professional Workwear Brand

U.K.-based Shorts Industries Ltd. has launched Lift Professional, a brand offering high-quality workwear, graphic T-shirts and accessories to celebrate those who work in the vertical-transportation industry. An idea born during the COVID-19 pandemic, the direct-to-consumer platform “gives lift professionals the opportunity to buy products for themselves and makes it easy for friends and family to purchase meaningful gifts that show appreciation for the industry’s unsung heroes,” Shorts Industries states. Highlights include two graphic T-shirts: Adventures Await, which portrays lifts as portals to everyday journeys and extraordinary moments, and Sisyphus, a playful take on the Greek myth that reminds us “when lifts work, life works better.” The platform, along with a new website, was “created to celebrate the people who keep everything moving in the background.”