Whether it was Gap Khakis, Patagonia vests, or Allbirds, the counter-cultural ethos that applauded individuality has been replaced by herd thinking. In Silicon Valley, we use a better marketing term for herd: team. One of the biggest trends of the past twenty years has been the rise of corporate swag. Wearing a Google t-shirt, an AirBnB backpack, or a logo-festooned Hydra bottle are all symbols of belonging to a herd called “work.” These logos advertised where you worked and thus gave you a place in Silicon Valley’s social hierarchy.
As the technology industry became the cultural zeitgeist, it became necessary to advertise to the world that you were part of the tech set. And the easiest way to do so is through uniforms. And I don’t mean uniform in the strictest sense, just as pinstripes and bold red suspenders were the look for traders and bankers in the heyday of Wall Street. By embracing a uniform, we are echoing being part of the tribe. Uniform is a great leveler, and it shows what team you are on. It is a symbol of power, affiliation, and hierarchy. Its underlying ethos: us versus them.