Coffeehouse chain Starbucks is tightening the reins on what its baristas can wear, with a revamped dress code set to take effect on 12 May across North America.

Under the new guidelines, employees must don solid black tops beneath their iconic green aprons, paired with khaki, black or blue denim bottoms. The company will provide two complimentary T-shirts to each staff member as part of the rollout.

This seemingly minor wardrobe shift is part of a larger strategy to breathe life back into the coffee giant’s brand, which has seen sales sag for four consecutive quarters – the steepest and longest downturn in years.

With foot traffic dwindling and complaints mounting over long wait times and pricey drinks, Starbucks is looking to regain ground by streamlining operations and refreshing its in-store experience.

According to a company memo, the dress code change will “allow our iconic green apron to shine and create a sense of familiarity for our customers” while cultivating a familiar, consistent ambiance for customers. A more uniform look, the company argues, supports a warmer and more welcoming atmosphere, which is a key part of CEO Brian Niccol’s playbook to reverse declining store performance.

“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,” Starbucks said in a statement on its website.

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Not all partners are on board

However, the move has brewed up discontent among baristas and union organisers. Starbucks Workers United, a labour group representing employees in over 550 of the company’s 10,000 US-owned outlets, has pushed back strongly against the policy change.

The union claims a tentative dress code agreement had already been reached during bargaining sessions and asserts that no changes should be implemented until a full agreement is signed off.

Jasmine Leli, a Starbucks barista and bargaining delegate, didn’t mince words:

Instead of addressing the most pressing issues baristas have been raising for years, Starbucks is prioritising a limiting dress code that won’t improve the company’s operation.

“They’re forcing baristas to pay for new clothes when we’re struggling as it is on Starbucks wages and without guaranteed hours,” Leli said.

Workers United echoed those sentiments, urging Starbucks to redirect its attention to collective bargaining, particularly around matters such as staffing, scheduling, and workplace support.

“Starbucks’ top priority should be finalising fair contracts with union baristas,” said Leli, who added that the union has formally requested a pause on dress code changes for unionised stores until negotiations conclude.

A shift in tone, a sign of the times

The uniform update marks a notable reversal from previous years. In 2016, Starbucks loosened its policy to allow a wider palette of shirt colours – navy, grey, brown and dark denim joined the standard black and white – and even permitted tasteful patterns. Then, in 2019, it approved small facial piercings.

While the new rules retain the piercing policy, they represent a retreat from the brand’s once-celebrated embrace of individual expression.

But the tone at the top has changed. Since taking the reins in September last year, Niccol has steered the business towards a leaner, sharper identity. The dress code shift is one part of a series of reforms.

Other measures include a sweeping menu reduction, slashing 30% of food and drink offerings to speed up service, and a cull of 1,000+ corporate roles. He has also rolled out a policy limiting restroom use to paying customers and reintroduced legacy elements such as self-serve milk stations and barista doodles on takeaway cups. Even the company name has undergone a subtle makeover, with a return to “Starbucks Coffee Company” to underscore its core product.

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During the most recent earnings call, Niccol acknowledged there is “still room for improvement” but remained upbeat, saying that customer feedback has been largely positive. The forthcoming earnings report is expected to reveal whether this string of changes is percolating into performance.

Overall, Starbucks is betting on a sharper look and a simplified store experience to stem its current slide. But as with any major brand shift, alignment between leadership vision and frontline sentiment is critical.

For now, the dress code serves as both a symbol of the company’s intent and a lightning rod for broader tensions over wages, scheduling, and representation.

Will the green apron shine brighter without fraying employee morale?