Is Starbucks’ New Dress Code a Sign of Things to Come?

Starbucks’ plans to suit up baristas with a new dress code has caused Starbucks Workers United to simmer.

As of May 12, the company is streamlining its dress code to play up its signature branded green apron. Per the coffee chain’s new mandate, baristas will wear any black short- or long-sleeved crewneck, collared or button-up shirts with khaki, black or blue denim bottoms. Starbucks will be serving up two branded T-shirts for employees — at no charge.

Last week Starbucks Workers United sent a letter to the Seattle-based coffee maker as “a formal request that no change to the current dress code be implemented at Union represented stores until the parties conclude bargaining.” A union representative shared that letter with WWD Wednesday.

More than 11,000 baristas in 570-plus stores have joined the union. Starbucks and Workers United are mediating over union baristas’ demands for “fair contracts that address the wages, staffing, guaranteed hours, and protections they need to do their jobs,” a Starbucks Workers United representative said. 

Jasmine Leli, a Starbucks barista of three years and a union bargaining delegate, said the company’s top priority should be “finalizing fair contracts with union baristas so we have the staffing, guaranteed hours, and support we need to do our jobs.”

Leli said, “They’re forcing baristas to pay for new clothes when we’re struggling as it is on Starbucks wages and without guaranteed hours. They’re spending money and time to force baristas into a specific cultural vision that is counter to building an authentic, inclusive ‘third place’ where workers and customers can feel like they belong. It’s time for Brian Niccol to get involved in the bargaining process and hear from us directly on what Starbucks partners actually need to succeed.”

Depending on the location, Starbucks baristas make more than $15 an hour excluding tips, according to Indeed.

Starbucks said in a statement, “By updating our dress code, we can deliver a more consistent coffeehouse experience that will also bring simpler and clearer guidance to our partners, which means they can focus on what matters most, crafting great beverages and fostering connections with customers.” 

In 2011, the company dropped “Starbucks Coffee” from its logo to focus on its logo of a long-haired, crowned, bare-chested, two-tailed siren, thanks to the design specialist Lippincott. The logo has gone through various incarnations since its three founders (who met at the University of San Francisco) commissioned the graphic designer Terry Heckler to create an emblem for the coffee company.  Staffers started wearing the brand’s signature logo-stamped green apron in 1987, which represents hundreds of thousands of retail partners now.

Rick Levine, executive director of the National Association of Uniform Manufacturers and Distributors, described Starbucks’ move to require black shirts as “a practical move that speaks to both branding and operational consistency. Uniforms play a powerful role in reinforcing brand identity, and subtle adjustments like a standardized color can help maintain a cohesive visual presence across locations — something that’s increasingly important for national and global brands.”

NAUMD expects more national chains to evaluate ways to streamline their uniform programs, not just for aesthetics, but also for ease of supply chain management, cost containment, and clarity at the store level, according to Levine. “The move toward simplified, scalable, and sustainable uniform strategies is definitely a growing trend.”

There’s plenty of territory for that. As of last year, there were 140,517 chain restaurants in the U.S. — an uptick of 2.2 percent compared to 2023, according to IBIS Worldwide. Levine, whose members provide uniforms for 40 million-plus workers each day, said, “To our industry, a dress code change is not a uniform change.”

Interestingly, the design-minded chain has collaborated with designers on occasion, but not for its uniforms. Years ago Rodarte’s Kate and Laura Mulleavy were recruited to create a few holiday offerings including a gift card and coffee tumbler.