Today is officially Steve Jobs Day in California with an invite-only memorial event taking place at Standford and others planned all over the country. If you planned on honoring the iGenius by wearing his favorite black mock turtleneck by St. Croix, which you just purchased for $175, you might want to put on something else. Knitcraft Corp. lied about being the brand of choice for Jobs trademark look. Yes, oddly, a fashion company is the first to bullshit their way to profit off the tech icon’s death.
The company, whose turtlenecks sold out and are now on back order, claims they have no idea where people got the idea he wore their goods. Let’s see. It could have been the New York Post article on Oct. 6 which ran with the text “The man made quite an impact, even outside of computers,” said St. Croix founder Bernhard Brenner, 72, who sold Jobs about 12 of the shirts a year.”
Or perhaps Knitcraft VP, Mary Bergin’s quote in the Winona Daily News. “He has always been upfront that he likes wearing our product,” adding that Jobs purchased a few dozen turtlenecks every year for the past 15 years.
How could people have been so confused they wonder, now that the upcoming biography of Jobs by Walter Isaacson’s is blowing their claims out of the water with actual fact. The mock turtlenecks were created specifically for Jobs Japanese designer Issey Miyake.
Bergin tells the Minneapolis Star Tribune, “We have never been in touch with Jobs. We, like everyone, have seen on the Internet for years that he wore our product. But we don’t know who said it.”
They’ve also since removed the giant pictured of Jobs with the words ““great innovator and fan of St. Croix” on their web site. We’re guessing they don’t do refunds, but at least $20 goes to cancer research. That part is still up on the site.