Thursday, October 13, 2011

The Steve Jobs turtleneck boosts sales at a MN-based knitwear company

The death of Steve Jobs has spurred an unlikely trend - the black mock turtleneck. The Apple CEO's signature uniform has become a posthumous style icon, boosting sales at the Winona-based St. Croix Collections (owned by Knitcraft Corp.), where Jobs was said to have ordered two dozen black turtlenecks annually.

Even at the price of $175, St. Croix Collections has seen sales of the familiar turtleneck double overnight, and some stores have run out of them.

(Knitcraft founder Bernhard) Brenner said Jobs bought about two dozen black turtlenecks annually, wearing them almost every day. Jobs would occasionally call Brenner to say how much he liked the sweater, Brenner said.

Source: Minneapolis-St. Paul Business Journal

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