Steve Jobs was one of those people who known for their style, and Jobs is famous for his signature style and open mind contact with his customers. As the whole tech world knows, Steve Jobs as a CEO was the only person who replies to the customers emails, not only reply also they try to make good relation with them.

Steve Jobs also known for his wearing uniform, a black turtleneck, blue jeans and new Balance sneakers, we had hardly seen any picture of him or his live without his this formal uniform, which he wore daily and especially on the Apple’s annual announcement events, many of us may has wondered why he wear this uniform being a CEO of the company, but now it seems that there is an interesting story behind this wardobe selection. In the official biography of Steve Jobs by Isaacsons, we have found something really interesting about Jobs collection:

An excerpt from Walter Isaacson’s upcoming biography about Jobs, courtesy of Gawker:

“On a trip to Japan in the early 1980s, Jobs asked Sony’s chairman Akio Morita why everyone in the company’s factories wore uniforms. He told Jobs that after the war, no one had any clothes, and companies like Sony had to give their workers something to wear each day. Over the years, the uniforms developed their own signatures styles, especially at companies such as Sony, and it became a way of bonding workers to the company. “I decided that I wanted that type of bonding for Apple,” Jobs recalled.

Sony, with its appreciation for style, had gotten the famous designer Issey Miyake to create its uniform. It was a jacket made of rip-stop nylon with sleeves that could unzip to make it a vest. So Jobs called Issey Miyake and asked him to design a vest for Apple, Jobs recalled, “I came back with some samples and told everyone it would great if we would all wear these vests. Oh man, did I get booed off the stage. Everybody hated the idea.”

In the process, however, he became friends with Miyake and would visit him regularly. He also came to like the idea of having a uniform for himself, both because of its daily convenience (the rationale he claimed) and its ability to convey a signature style. “So I asked Issey to make me some of his black turtlenecks that I liked, and he made me like a hundred of them.” Jobs noticed my surprise when he told this story, so he showed them stacked up in the closet. “That’s what I wear,” he said. “I have enough to last for the rest of my life.”



This signature class style also helps Jobs in becoming one of the most recognizable CEO of the company, and also helps it in making relation with the company customers. He choose it to make Apple recognizable brand of the world and now today, Apple is one of the most recognizable brand. Walter Isaacson’s official biography of Steve Jobs goes on sale October 24 on Amazon and other retailers.