A New Kind of Airline
In 1971, a new kind of airline took to the skies. With low fares, a casual atmosphere, a schedule tailored specifically to Customer needs, and a survival mentality, Southwest Airlines was changing the way America viewed air travel. Southwest bucked tradition by featuring uniquely warm brand colors, the iconic hot pants uniform, and a clear message that Southwest was here to “Spread the Love”. This Customer-friendly and Fun-LUVing business model begged the question: “Remember what it was like before Southwest Airlines?” And just like that, air travel would never be the same.
A Bold Statement
The original hot pants uniforms for Hostesses (now called Flight Attendants) sent a clear message to Customers: Southwest Airlines could not be ignored. The uniforms reinforced the airline’s unique image and were a clear reflection of the times: bright red and orange hot pants, white lace-up go-go boots, and wide belts that hung on the hips.
Remember what it was like before Southwest Airlines?
In a time where air travel was a formal affair, primarily for the rich, Southwest flew in the face of tradition. The airline adopted a casual atmosphere. Southwest’s message was simple, fun, and of course, attention-grabbing: “At last, there’s somebody else up there who loves you.”
The “Texas Triangle”
Southwest’s first route map started as a simple sketch drawn onto a cocktail napkin. Fondly known as “The Texas Triangle”, the airline began by serving only three major cities in Texas: Dallas, Houston, and San Antonio. But, it didn’t take long for Southwest to expand and start “spreading love all over Texas.”Click here for the full story
Warrior Spirit is Born
When it comes to competition, Southwest has always had an indellible Warrior Spirit. When faced with a fare war started by Braniff International (a Dallas hometown carrier) in 1973, the Company decided “Nobody’s going to shoot Southwest out of the sky for a lousy $13.”Click here for the full story
1970 – 1979
by the numbers
Skeptics bet that Southwest would fail before it began. But despite humble beginnings, the Company flew in the face of conventional wisdom and grew from a three-city carrier to an airline that travelers and competitors could not overlook.