Starbucks is set to introduce a new dress code for baristas across North America to enhance the in-store experience and foster genuine human connection.
From 12 May 2025, baristas will wear a solid black short or long-sleeved crewneck top with a collar, or a button-up black shirt ,paired with khaki, black or blue denim bottoms.
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The new dress code will enhance the brand’s iconic green apron look by limiting the range of colours employees can wear.
The coffee giant is offering two complimentary black T-shirts to its staff as part of the new “more defined colour palette”.
The move is part of Starbucks’ efforts to create a consistent brand experience across North America.
The green apron has been a symbol of Starbucks Coffee Company since 1987, representing the connection between its hundreds of thousands of retail partners and customers.
The update marks a shift from the 2016 dress code policy that allowed baristas more freedom to express their personal styles with a broader palette of colours such as charcoal, grey, navy, and brown, colourful hair and hats, as reported by USA Today.
Starbucks is also enhancing the in-store experience to boost sales. The company is testing new store designs in the US, featuring expanded seating options and power outlets for charging devices.
The brand believes that by making stores more inviting, customers will spend more time and potentially increase spending.
In January 2025, it faced financial challenges with a reported flat total net revenue of $9.39bn in the first quarter (Q1) of the fiscal year 2025 (FY25), compared to $9.42bn in the same quarter of the previous year.
On a constant currency basis, revenue dropped by 0.3%, and net earnings attributable to Starbucks in Q1 2025 fell by 23.8% to $780.8m from $1.02bn in Q1 2024.
