• Starbucks recently updated its dress code for better “consistency” among staff.
• Baristas in North American stores now have to wear solid black tops with any khaki, black, or blue denim bottoms. This “streamlined” look, designed to highlight the iconic green apron, is part of CEO Brian Niccol’s broader effort to revive sales and enhance the café atmosphere.
• The response from the chain’s staff has been mixed, with some claiming the decision stifles self-expression and individuality.
• Conversely, dress codes and uniforms can create a sense of unity and professionalism in specialty coffee shops.

A coffee shop’s atmosphere is based on many factors – even down to the clothes their baristas wear.

To enhance the customer experience, some high-end specialty coffee shops opt to implement dress codes and uniforms, thereby fostering a cohesive, professional appearance among their staff.

However, the recent backlash against Starbucks’ decision to tighten its dress code raises concerns about stifling self-expression and individuality – two factors that are inherent to the values of specialty coffee.

Stephanie Dawn Holm of Tim Wendelboe and Aric Miller of Sterling Coffee Roasters share their thoughts.

You may also like our article on how to attract and retain the best baristas.

Starbucks announces new dress code for baristas

Staff uniforms and dress codes are standard across the food and beverage, as well as the hospitality, industries. They make staff easily identifiable and project consistency and professionalism, elevating the customer experience.

Many larger coffee chains enforce dress code standards or require staff to wear company uniforms. However, Starbucks’ recent decision to update its dress code was met with criticism, mainly stemming from the ongoing unionisation movement.

In May 2025, the company announced that staff must wear specific items of clothing – solid black tops, with denim, khaki, or black trousers – to highlight its iconic green apron. This is part of the Back to Starbucks turnaround plan, an attempt to revive the chain’s coffeehouse culture following declining sales.

The brand’s current CEO, Brian Niccol, has held previous executive roles at fast food chains like Chipotle, Pizza Hut, and Taco Bell, which may be a primary reason behind the decision to adopt a new dress code. But perhaps most obviously, the updated uniform rules signal that Starbucks is pushing to reclaim the “third place” as it struggles to keep up with competitors like Luckin.

While uniform consistency could enhance the customer experience, staff had mixed reactions to the recent decision. Some baristas have retaliated, stating that it can be stressful to have the correct shirt for work and that they can’t afford to lose hours if incorrectly dressed. The rules also state that staff need to wear specific shoes and can’t wear pin badges, certain earrings, or blemish patches – popular among Gen Z, who unapologetically prioritise their skincare.

The Starbucks Workers United union, which represents approximately 570 Starbucks stores in the US, stated that baristas and management should have negotiated these terms. Already, there have been walkouts in over 175 stores, with 2,000 baristas striking in direct response to the new dress code.

How uniforms can elevate the specialty coffee shop experience

Starbucks’ decision to update its dress code seemingly came at the wrong time, exacerbating tension between union employees and the executive board. However, it raises questions about whether dress codes and uniforms have a place in specialty coffee shops.

Many specialty cafés enforce a basic level of dress code, requiring baristas to present themselves clean, neat, and appropriately at work. But implementing a stricter, more cohesive uniform policy can have its benefits.

Dress codes and uniforms can foster unity among the staff, potentially boosting their morale, and provide a more refined experience for customers. 

“When working behind the bar, we all wear clean white shirts and black or dark denim jeans with aprons,” says Stephanie, the bar manager at specialty coffee roastery Tim Wendelboe in Oslo, Norway. “When you enter a coffee bar and see the staff wearing clean and neat uniforms, it adds to the whole experience.

“We iron our uniforms, put them on, and go into service mode before entering the bar with the rest of the team, so we feel unified,” she adds.

This also has the potential to enhance the staff experience, encouraging baristas to take pride not only in their appearance but also in their work. For some coffee shops, uniforms reinforce a more professional work environment, reflecting the talent and skills that baristas possess.

“You feel sharp, you stand straight, and it only adds positive things to being a coffee professional,” Stephanie says. “I imagine that when athletes, chefs, dancers, or artists put on their uniforms, they log on with this mindset – they are ready to work or perform.

“Tim doesn’t do anything halfway, so it’s the thoughtfulness behind everything,” she adds – highlighting how clean, white shirts also emphasise the cleanliness of the coffee shop, reflecting a clear, identifiable commitment to excellence across the board.

But do they stifle barista self-expression?

There are clear advantages to barista uniforms in specialty coffee shops. They can boost brand credibility and staff professionalism, a point that specialty coffee professionals have been advocating for for years. The role of the barista, often considered a stopgap job, is now taken more seriously than ever – and uniforms can help reinforce this.

However, there are also downsides to adopting a stricter approach to the clothes baristas can wear. In an industry built on creativity, inclusivity, individuality, and self-expression, uniforms and dress codes risk stifling these factors inherent to specialty coffee.

By removing the freedom to dress however they choose (within reason), baristas may feel alienated, suppressed, or controlled – potentially harming relationships between staff and management.

Barista well-being is also a concern, and dress codes should take their needs into account. Staff are typically standing all day and are constantly moving in ways that can lead to repetitive strain injury (RSI).

A Wilfred Laurier University study found that 68% of surveyed baristas reported shoulder pain, while 73% experienced lower back pain. In many cases, these conditions stem from RSI, which results from performing the same movements repeatedly, such as tamping or placing portafilters in group heads.

Restrictive uniforms, such as button-down shirts or formal trousers, could potentially exacerbate these issues, posing health risks if not managed correctly. Additionally, some baristas may feel uncomfortable wearing more formal attire, which can prompt them to seek other work opportunities.

Is there a middle ground?

The decision to implement a dress code is dependent on the owner or manager of a café, but it’s one that should be made in conversation with the people it affects the most: the baristas. Starbucks is a case in point of how enforcing significant changes to uniforms needs to include staff perspectives – otherwise, owners could face backlash.

This then raises questions of how cafés interested in adopting new dress codes or uniforms can approach the conversation with their staff.

“The barista is a manifestation of the space, and having them in uniforms makes it easy to distinguish between customer and employee. If a customer has a question, they know who to ask,” says Aric, the co-owner of Sterling Coffee Roasters in Portland, Oregon, US, known for its refined service style.

In its earlier days, Aric explains that Sterling’s staff used to wear shirts and ties, but now adopts a simple all-black dress code.

“Our baristas can do whatever they want – have piercings, tattoos, and accessories – as long as they look clean, showered, and are dressed all in black,” he adds. This approach combines a cohesive look while still allowing baristas’ personalities to shine through.

It’s also important to consider how a uniform or dress code complements the brand identity of a coffee shop. For example, an omakase-style café offering high-end coffee service would require a dress code or uniform, highlighting the brand’s refined and professional elements that meet consumer expectations.

Conversely, barista uniforms in a cosy neighbourhood coffee shop that prioritises community building and engagement could shift the ambience, potentially alienating its core customer base.

Barista uniforms and dress codes are a divisive issue in the specialty coffee industry. While many assert the positives – a sense of unity, an easier choice of clothing, and the potential to be perceived as more professional – the downsides are also evident. Uniforms and strict dress codes can risk stifling self-expression and minimising comfort, both of which are important for many baristas.

Ultimately, café operators need to weigh up the pros and cons – and make sure their staff are on board with the decision.

Enjoyed this? Then read our article on how omakase could transform specialty coffee.

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