There were strategic and creative reasons behind every move Steve Jobs made – that included his trademark style of black mock turtleneck shirts and blue jeans.
According to snippets released from an upcoming biography of the high-tech visionary, in the early 1980s Jobs met with Sony chairman Akio Morita and was interested in the uniforms that employees wore at the company.
"(Morita) 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," according to an excerpt from the forthcoming book, " Steve Jobs ," by Walter Isaacson, posted by Gawker.com .
"I decided that I wanted that type of bonding for Apple," Jobs recalled, according to the excerpt. But when Jobs proposed the idea of an uniform, a vest, for Apple employees, everyone hated the idea.
Jobs was still attracted to the idea of uniforms, and wore the same combination of jeans and a turtleneck, he claimed, because of its convenience and the way it conveyed a signature style.
The Apple CEO owned "about a hundred" of the shirts, according Isaacson's book. "That's what I wear. I have enough to last for the rest of my life," Jobs says in the book.
Jobs' trademark duds brought steady sales of the shirt to St. Croix Shop, a boutique men's clothing store in Minnesota that sold him the shirts. Each year, Jobs bought two dozen of the black turtlenecks – which retail for $175 – and wore them almost daily, reported PCMag.com .
Sales of the turtleneck soared following Jobs' death, according to the Minnesota Business Journal.
St. Croix Shop posted on its website that the black mock turtleneck is currently out of stock, but new orders would be shipped by Nov. 7.
Copyright 2011 Scripps Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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