Starbucks is updating its dress code to limit the colors that staff can wear to enhance its signature green apron look, according to USA Today. Starting Monday, May 12, baristas will need to wear solid black tops, which can be crewneck, collared, or button-up shirts. Their bottoms must be black, khaki, or blue denim. The company will provide employees with two free black T-shirts as part of this move to a “more defined color palette.” USA Today reports that this change aims to create consistency across all Starbucks locations, maintaining the green apron’s status as the company’s symbol since its introduction in 1987.
This marks a significant shift from the company’s previous approach to employee attire. In 2016, Starbucks had moved toward allowing more diversified personal styles, including pink hair and fedoras, moving beyond the classic black/white tops with khaki pants under the green apron. The current dress code permits staff to wear bottoms in gray, brown or navy, while tops can feature subdued and muted color patterns or solid colors.
The updated dress code is part of Starbucks’ broader strategy to create a more consistent coffeehouse experience, as outlined in the company’spress release, which emphasizes the importance of its iconic green apron in creating brand recognition. The press release states that the green apron has been a special part of what makes Starbucks unique since 1987, representing hundreds of thousands of retail partners who connect with customers daily.
The uniform update comes as Starbucks continues to emphasize a specific aesthetic at its locations under CEO Brian Niccol’s “Back to Starbucks” strategy. According to CBS News, which provided an analysis of how this change fits into the company’s larger revitalization efforts, Niccol discussed testing new store designs at a recent shareholder meeting.
Starbucks’ sales were flat in 2024 compared to the previous year, as some customers shifted to competitors due to concerns about prices and long wait times, among other issues. Niccol, who took on the CEO role in October, has acknowledged that the company had “drifted from its core.” His plan to win customers back includes improving service and ensuring cafes are “inviting places to linger,” as reported by CBS News in their examination of the company’s financial challenges and comeback strategy.Â
The new dress code is presented as one element of this larger effort to refocus the brand on what made it successful. By creating visual consistency across locations through employee attire, Starbucks hopes to strengthen its brand identity while allowing baristas to concentrate on delivering quality products and customer experiences.