SEATTLE – Starbucks is changing things up behind the counter. In a move to refocus on brand consistency, the coffee chain announced an updated dress code that brings renewed attention to its iconic green apron — a staple of the Starbucks brand since 1987.
The updated uniform policy will go into effect May 12, and it’s all about creating a “more consistent coffeehouse experience” and a “sense of familiarity” for customers across North America, according to the company’s April 14 announcement.
What’s Changing?
Under the new guidelines:
- Employees must wear solid black crewneck, collared, or button-up shirts (short or long sleeves).
- Pants must be khaki, black, or blue denim.
- The aim is to highlight the green apron, which Starbucks calls “iconic.”
Additionally, Starbucks will roll out company-branded t-shirts that comply with the new dress code. Each employee will receive two shirts at no cost, the company confirmed.
“By updating our dress code, we can deliver a more consistent coffeehouse experience,” Starbucks stated. “It brings simpler and clearer guidance to our partners, so they can focus on what matters most — crafting great beverages and fostering connections.”
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The Internet Responds: Baristas Weigh In
Not everyone’s sipping the new uniform policy with ease. On TikTok, some self-identified Starbucks employees expressed frustration over the change.
One comment sarcastically read:
“Love how what we wear seems to be more important than actually making Starbucks as a company better. Damn cups have more individuality than us now.”
Others took issue with the practicality of the black shirt requirement during the warmer months:
“It’s going to be so wonderful wearing these black shirts in the summer time. Can’t wait til I burn up.”
One employee posted that shirts they’d purchased from the official Starbucks employee store were now considered non-compliant:
“I hate it here.”
Another user noted the irony:
“They want personalized messages on cups but not personalized staff.”
Starbucks Responds with Staff Support
While social media reactions have been mixed, Starbucks emphasized that many employees appreciate the clarity the new policy provides.
Barista Mini G. of Orlando, FL praised the decision:
“Thank you! More clarity and less ambiguity around dress code makes our job easier.”
Fionn M. from Oregon echoed the sentiment:
“I think our teams are going to look so much more professional. The dress code has gotten very relaxed over the years… I look forward to how sleek our teams will look. Look good, feel good!”
Back to Basics with Brian Niccol
The uniform update is part of a broader shift under CEO Brian Niccol, who joined Starbucks in September 2024. Since then, the company has:
- Announced corporate restructuring and staff layoffs
- Removed a dozen drinks from its menu
- Launched a limited spring menu in response to declining sales
“We’ve made progress in our efforts to get back to Starbucks,” the company said in a statement. “This change highlights our green apron and reinforces consistency and familiarity.”
As Starbucks brews a new image in 2025, time will tell whether this return to visual uniformity satisfies both customers and its caffeinated crew.
