A new dress code policy rolled out by Starbucks has sparked major backlash among baristas—especially Gen Z workers—who say the company is silencing their individuality and ignoring bigger workplace concerns.

In a viral video posted on X (formerly Twitter), Starbucks union workers in Seattle are seen marching toward store management, confronting them over the newly enforced appearance guidelines. The employees, many in expressive outfits and colorful accessories, looked visibly frustrated.

One barista, standing confidently in a party hat and bandana, passionately addressed supervisors:
🗣️ “I don’t understand how this dress code is in good faith of letting us express ourselves.”

Another worker chimed in, “We’re just expected to lie down and accept it,” met with applause from fellow employees rallying around the issue.

So what changed?

Starbucks announced that, beginning May 12, all employees—referred to as “partners”—must adhere to a more conservative, simplified dress code. The company described it as an effort to create a “more consistent coffeehouse experience” for customers.

The updated dress code includes:

Solid black crew neck, collared, or button-up shirts (short or long sleeves)
Bottoms in solid khaki, black, or blue denim
No loud colors, statement clothing, or over-accessorizing

Starbucks says the change is meant to allow their “iconic green apron to shine”, and added that every partner would receive two free company-branded T-shirts to ease the transition.

But not everyone’s buying it

For many baristas—especially young, queer, and marginalized workers—the uniform policy feels like more than just clothing. It feels like a step backward in a workplace that once prided itself on being inclusive and flexible.

Starbucks Workers United, the labor group that has helped unionize over 570 of the company’s 10,000 stores, issued a statement criticizing the decision:

“It’s regressive. They already tried to get rid of Pride flags in 2022. This is another freedom being taken away. For many queer partners, clothing is a vital way to express comfort, identity, and safety. This policy ignores that.”

They also raised a practical concern: many partners will now have to spend their own money to buy new pants and tops that match the new restrictions, creating additional financial strain—especially for those working part-time hours or already facing low wages.

What do customers think?

Reactions online have been mixed. While some praised the move for bringing more “professionalism” to Starbucks stores, others saw it as unnecessary and out of touch.

💬 “Flair inspires workers … it’s science,” one commenter wrote.
💬 “If my barista is happy and feels like themselves, my coffee will taste better,” said another.

Meanwhile, some were more critical of the employees themselves.
💬 “No one is paying these people to express themselves,” one user commented.
💬 “Get back to basics and serve the customers,” said another.

A year of tension

This dress code debate is only the latest in a series of labor tensions between Starbucks corporate and its workers. Earlier this year, Starbucks introduced another policy aimed at “fostering deeper customer connection” by encouraging workers to write personalized notes or drawings on drink cups.

Baristas across the country were quick to respond:
🗣️ “We don’t even have time to make drinks during peak hours, let alone write affirmations on cups!”

Starbucks’ American journey hasn’t always been smooth. The coffee chain first entered the Australian market in 2000 and rapidly expanded—but by 2008, it closed more than 70% of its stores due to low sales. Since then, the company has walked a tightrope, trying to balance corporate image with evolving social values.

Expression vs. Expectation

At the heart of the current conflict is a broader question: Where do you draw the line between professionalism and personal expression? Should workplaces, especially ones with younger staff and progressive branding, allow for individuality? Or is uniformity the price of consistency?

For many of the Gen Z workers marching in Seattle, it’s not about just the shirt or pants—it’s about feeling respected and seen.

“We’re not just coffee machines,” one barista posted. “We’re artists, students, activists, and real people. Starbucks used to celebrate that. What happened?”

What do YOU think?

Is Starbucks doing the right thing by trying to keep the brand image clean and consistent? Or should baristas be allowed to dress in a way that feels authentic and true to who they are?

Sound off in the comments 👇

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