Some news for those of you who shelled out $175 for Steve Jobs’s favorite black mock turtleneck in honor of Steve Jobs Day: His shirts weren’t actually from St. Croix.
The “finest men’s luxury sportswear apparel collection” had been taking credit for the turtleneck that Jobs wore as part of his minimalist uniform, boasting on their website that he was a “fan of St. Croix.” The company saw the sales of their “Style 1990” black mock increase by 100% in just one day after the tech legend’s death. However, the shirts were actually designed specifically for Jobs by Japanese designer Issey Miyake, reports The Smoking Gun.
An excerpt from former TIME managing editor Walter Isaacson’s upcoming biography “Steve Jobs,” reveals that the late Apple CEO struck up a friendship with the designer in the early ’80s and asked the designer to make him some black turtlenecks. Miyake sent “a hundred of them,” Jobs is reported to have said. “I have enough to last for the rest of my life.”
So, how did St. Croix run away with credit—and the sales—of Job’s signature style? The founder of Knitcraft (producer of St. Croix), Bernhard Brenner, gave an interview affirming this relationship just a day after Jobs’s death. Brenner said Jobs would purchase two dozen of their turtlenecks each year, as well paying the company personal calls to say how much he enjoyed the shirt.
Reps for the brand are now skirting around the issue, saying that it’s the first time they’re hearing that it’s not their shirt. Well, as long as they’re profiting off this lie, at least they’re dedicating $20 of each purchase toward the fight against cancer. Still, false advertising—bad look, St. Croix. Bad look.