Starbucks’ New Dress Code Sparks Worker Backlash, Union Says Company Is Dodging Core Workplace Issues

Starbucks (SBUX) is facing backlash from employees over a newly announced dress code policy. The policy is part of CEO Brian Niccol’s “Back to Starbucks” initiative, which aims to revive lagging U.S. sales.

Starbucks’ stock edged lower by 0.4% in pre-market trade on Tuesday. 

Beginning May 12, baristas across North America must wear solid black shirts – either collared or crewneck – and pair them with blue denim, black, or khaki bottoms. 

Starbucks says the new uniform standard is designed to highlight the company’s green apron and create a “more consistent coffeehouse experience.” Employees will receive two black shirts at no cost.

However, the changes have drawn criticism from Starbucks Workers United, the union representing thousands of baristas nationwide.

In a post on X, the group said the company is prioritizing superficial branding moves over “real issues like understaffing, fair contracts, and guaranteed hours.

“Our union has been fighting for a contract that expands the dress code,” the group wrote. “This new policy restricts the gender expression of queer and trans workers, potentially forcing them into dysphoria-inducing clothing.”

The union also raised concerns that the policy would impose financial burdens on hourly workers, who are already struggling with low wages and unpredictable scheduling. “A change in dress code doesn’t help partners who can’t pay rent,” the post read.

Starbucks has not publicly responded to the union’s criticism.

The company’s dress code revamp is part of broader efforts to modernize its stores and reverse a slide in traffic as competition intensifies from lower-cost rivals. Niccol, who became CEO in 2024, has focused on operational improvements and brand cohesion to win back customers.

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Read also: Starbucks Updates Dress Code For Baristas To Offer Consistent Experience