A protest about Starbucks' new uniform rules, organised by its baristas, gained momentum on Thursday.

Starbucks Workers United, a union for the company's American employees, reports that over 2,000 Starbucks baristas in 120 stores across the US have been striking since Sunday, because they disagree with the new rules about what they can wear at work.

From Monday, Starbucks is introducing new rules about what staff can wear under their aprons. Employees in the US and Canada working in Starbucks-owned and licensed stores will need to wear plain black shirts, along with khaki trousers, or black or blue jeans.

Previously, baristas had more freedom to wear dark colours and patterns. Starbucks stated the new rules will highlight their green aprons and offer customers a more consistent experience, as they aim to create a friendlier atmosphere in their coffee shops.

However, Starbucks Workers United, the union for staff at 570 out of Starbucks' 10,000 US stores, believes the dress code should be discussed as part of their collective agreement.

Paige Summers, a Starbucks supervisor in Hanover, Maryland, believes Starbucks is heading in the wrong direction. She argues they should listen to their baristas, who are key to the customer experience, instead of focusing on less important issues like the new, strict dress code. Summers added that customers are more concerned with long wait times for their drinks than with the colour of employees' clothing.

Summers and others also criticised the company for selling Starbucks-branded clothing online that staff were no longer permitted to wear at work. Starbucks stated they would provide each employee with two free black T-shirts when the new dress code was announced.

The Starbucks Workers Union announced on Wednesday that 1,000 employees had participated in strikes at 75 stores across the US. Starbucks responded that the industrial action had a minimal effect on its 10,000 company-run locations in the country, adding that some stores were only temporarily closed for short periods.

"Starbucks stated that it would be more effective if the union focused on returning to negotiations rather than protesting by wearing black shirts at work, adding that over 99% of their stores are currently open and serving customers, as they have been throughout the week."

Readers of the Associated Press expressed varied opinions on the dress code, with some arguing that Starbucks baristas' concerns were unwarranted, as many retailers have similar requirements. Others felt Starbucks should prioritise improving the quality and price of its drinks and ensuring employee satisfaction, rather than focusing on dress codes.

Maddie Mucklow, a Starbucks store manager in Seattle, has expressed her support for the new regulations.

Mucklow admitted that the new dress code presented a challenge for staff at her store. However, she believes it offers a clearer framework for professional appearance, allowing for individual expression within certain limits.

Since 2021, Starbucks Workers United has been organising unions in Starbucks stores across the U.S. Despite agreeing to resume negotiations in February 2024, Starbucks and the union have not yet reached a contract agreement.

This week, the union stated they have officially complained to the National Labor Relations Board, claiming Starbucks has not negotiated the new dress code.