The new "Silicon Valley Wind" plaid shirts of the technology giants are outdated.

T-shirts, hoodies, and jeans, under the guise of social media, seem to have become the standard wearable for programmers.

This is not a hole in the wind.

There are good reasons for programmers to prefer the above styles. In addition to being able to work everyday, in this loose silhouette, familiar and casual comfort does not distract the work at hand; some programmers regard this as an extension of their young years, after all, this is also the most Close to the clothing of their student days.

“T-shirts, hoodies, jeans... you will still see being worn by programmers and engineers,” says a technology contractor working in Silicon Valley. “They are proud of their place of work, so clothes There will also be many company logos."

This seems to be a very fragile style of dress. Although tech companies are struggling in the mall, for a long time, their employees did not care to wear a common one. T-shirt. However, with the pursuit of fashion in the technology industry in recent years, this traditional “Silicon Valley Wind” has been upgraded to a new version – the game between designer brands and luxury brand shirts and suits.

This evolution is top-down, and the "executive package" of technology companies is an example. Facebook's founder and CEO Mark Zuckerberg usually wears T-shirts and jeans for the F8 and Oculus Developer Conference, while Google's Sundar Pichai often wears sportswear and sneakers for fireside meetings and keynote speeches.

Although this may still look like the traditional “Silicon Valley style,” these are well-planned fashion acts. For example, Zuckerberg's T-shirt actually comes from the Italian luxury brand Brunello Cucinelli, while Pichai is wearing Lanvin's sneakers. Others attributed this fashion upgrade to Apple founder Steve Jobs, who turned black turtleneck sweaters and Levi's clothing into iconic uniforms designed by Japanese designer Issey Miyake.

As more and more young men join the Silicon Valley camp, programmers interested in designer brands and luxury or brand co-branding are also growing.

According to PayScale, a well-known survey agency in the United States, the average age of Apple employees in 2018 is 31, Google is 30, and Facebook and LinkedIn are only 29 years old. This age group is now one of the main players in luxury consumption. In China, as early as 2017, men’s consumption of luxury goods was slightly higher than that of women, and a large number of male employees in high-tech companies just met this trend.

“The Silicon Valley elites need a fresher product,” says Brunello Cucinelli’s CEO, Brunello Cucinelli. “They need someone to advise them. You don’t know how many wealthy wives ask us to help their husbands put on them. Get more fresh clothes."

Although it is very attractive to use a unified image to depict technology companies and their employees from the perspective of entertainment, many examples are overthrowing this stereotype. For example, Twitter’s chief executive, Jack Dorsey, has He expressed his preference for Dior Homme dress shirts; former Yahoo CEO Marissa Mayer preferred the designer brand Alexander McQueen.

Victoria Hitchcock, designer of fashion and lifestyle consultancy Victoria Hitchcock Style, has provided fashion information services to technical staff at companies such as Apple, Facebook and Google for nearly 20 years. He found that this new style of clothing often meets external clients. People in Silicon Valley who travel outside Silicon Valley or have administrative goals are especially important.

“It’s more like dressing up to visualize something,” Hitchcock said. “It means I have to attend a few different presentations. I’m meeting with great people. I’ll be photographed and posted on social media. "And for others, this idea has made the clothing of the tech field look more advanced."

Hitchcock also tried to get her clients out of the popular fashion brands such as Vans and Allbirds. In her view, these young consumers who grew up in Silicon Valley have high salaries and can afford the designer's expenses.

The brand is also another enabler of this change.

In May 2018, Hermes opened the 34th store in the US market at the Stanford Shopping Center in Silicon Valley. Two other French luxury brands, Louis Vuitton and Cartier, also opened nearby. New store.

In addition, the French luxury goods trade association ComitéColbert sent a visit to the 50 Silicon Valley company founders and venture capitalists in Paris in December 2018 after visiting Silicon Valley in 2017 and led them to visit the luxury goods industry. The workshops showcase expertise in the fields of French perfumes, leather goods, wine and automobiles, and invite them to participate in seminars co-organized by several brands.

Such efforts may be more popular than ever, because these highly paid tech workers are facing a fashion awakening.

"Now more people will say, 'I want to stand out' or 'I don't want to look like everyone else'," Hitchcock, "The kind of 'I don't want to be concerned, I am afraid to be a focus and will cause trouble for myself' The idea is out of date."

This also helps these technology companies to develop corporate policies that encourage self-expression.

Today's Facebook has a basic rule in the dress code of employees: be yourself. Janelle Gale, the company's vice president of human resources, said he wants employees to be themselves, although it may cause some people to look rather awkward, but others will make up for it.

To further implement this rule, some Facebook employees have even formed a social club Fashion @, people can share tips, favorite fashion wear and brand based on their common interests.

"When you come to Facebook, you won't be a unified 'version'," Gale said. "From communication to wearing, it wants you to present it based on your own real ideas."