Think different, dress alike: Apple introduces Steve Jobs fashion line


Cupertino, CA — Want to own a bit of that Steve Jobs magic? Apple is making a multimillion-dollar bet that you do.

Fitting rooms will be installed at the Apple Store to accommodate the new line (click to enlarge)

Stepping outside of electronics for the first time in its history, today Apple is launching iWear — a fashion line that captures the look and style of its trendsetting CEO. A new ad campaign under the banner “Be like Steve” will appear in major consumer publications and websites during the holiday season. Bloomingdale’s will devote 400 square feet of retail space to iWear.

“This is the next logical step,” says Apple PR chief Katie “100%” Cotton. “Since Steve controls so much of our lives anyway, it just makes sense to let him dress us too.”

iWear makes it easy for anyone to be like Steve. All parts of the official Steve uniform will be neatly boxed, Apple style: mock black turtleneck, jeans and gray New Balance 991 sneakers. In addition, copies of Steve’s glasses (non-prescription) are available to complete the look. Underwear remains a matter of personal choice.

iWear products are built to Apple's highest standards (click to enlarge)

Analyst Paul Kornik sees iWear as a slam-dunk for Apple. “Sure, Steve puts his pants on one leg at a time, like anyone,” he says. “But let’s face it — Steve’s pants are magical. A lot of people are going to buy into this.”

Apple insists that no further Steve Jobs-related products are in the pipeline. However, plans are proceeding on new products tied to other well-known Apple personalities. Expected in 2011 are Essence of Phil (Schiller-inspired cologne), iStubble (electric shaver for the Jony Ive look) and GirthTamer (Wozniak-endorsed, elasticized belt).

  • 1stkorean

    this is slob wear

  • http://blog.niklasr.de niklasR

    Where can I buy this? :P

  • http://www.littleshopofrock.com Vincent

    How come all techy/apple guys have no fashion style. Is it they want to look like they didn’t make any effort in the morning,to extra cool- eg ‘I might be rich’?

  • Jams

    When is the white version coming out?

  • Mark Gary Blumenthal, MD, MPH

    What a hoot! Actually, Steven Jobs gets VERY expensive mock turtleneck shirts from a Caribbean producer but I have found the top-of-the-line ones from Brooks Brothers at least as good, and they’re only about $25 at BB’s semiannual sale.

  • john

    Ken and I have dressed like this for years :)

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  • http://Www.tomline.nl Tom

    Wanna buy this!!!! :D

  • Jojo

    I want to sue this in court and earn millions…iWear is a registered name of my botique

  • Jonathan

    [...]When is the white version coming out?[...]

    Nope.

    Send from my Safari

  • Fabian

    I’ll just wait for the white version.

  • http://amateureconblog.blogspot.com/ Speedmaster

    LOL, brilliant! ;-)

  • Criswell

    So this is where it begins. All those sci fi shows and movies set in the future where everyone is wearing exactly the same thing.

  • Diziet

    I bet when I zip the jeans up I’ll lose all reception in my pants.

  • WiHi

    This is definitely fake! Steve Jobs would never leave the underwear for everybody to decide! The inside is just as important as the outside, even what is hidden to the public eye:) Concentration (and control) on every detail, no matter!

  • Handkerchief

    Can I jailbreak it and unlock it?

  • http://www.slantsorter.com Alibia

    Is there only one model available? Assuming there are additional sizes…I was curious if any apps are available to maximize use and capacity.

  • Smugpinnen

    If you encounter any problems after jailbreaking, just wash em’ back to their original state.

  • Abdulmajeed

    Is there an event for this??? i want to see it!

  • http://twitter.com/thejeffmcc jeffmcc

    when is the verzion version coming out?

  • Truth BeTold

    The loser version is out. Get it. No need to wait for the white, Verizon or unlocked version.

  • Comet X

    Jams: Later this year. I mean spring. Wait they just deleted it from the site. It will leave it’s current fabric to use a new kind, according to rumors. lol.

  • Abramsm79

    The DEV TEAM has already the tool for this one, they say tha BLEACHRA1N its on it way

  • http://twitter.com/akfg_fan Ramon

    I’d be scared to find out that one of those Steve mannequins is real.

  • Kritz

    When’s version 2 coming? Sick of the buttonhole- bug.

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  • PennyLovesApple

    This isn’t even remotely funny. So disrespectful

  • Epoch

    You realize this was made about a year before he died, right?

  • Anonymous

    If you’re saying that because Steve has passed away, take a look at the date of this article: October, 2010. If you’re seeing any other kind of disrespect here … methinks you have issues.

  • Shift_gamer

    Bahahaha, the first thing I noticed was that he was still alive.  Learn to read the date.

  • Derek Dols

    why the hell would we all dress the same?… if you guys actually buy into this then i’m sorry but your a straight up sheep-idiots. quit being flocked and think for yourself toolbags

  • http://fortinj.com Justin Fortin

    I love it when people don’t figure out that it’s a joke.

  • X1crazylama123

    it was  before he died..

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  • Raynel Lopez

    ” Underwear remains a matter of personal choice. ” LOL I though it was included aswell… xD