dress yourself successful: the genius of less
That Steve Jobs, standing on a stage with his wire-framed glasses and black turtleneck, was too preoccupied with revolutionizing the tech industry to waste time in front of his closet? Well, no. He did not just wear a black turtleneck - he wore intention. That signature look, more ritual than style, was a calculated effort to strip away the superfluous, to cut through the noise of everyday choices. For Jobs, that black knit wasn´t just a piece of garment; it was a tool for clarity, allowing him to conserve the mental energy needed to drive his revolution.
Jobs, alongside figures like Bill Gates and Warren Buffett, understood the power of simplicity in a world filled with endless possibilities. Gates, often seen in basic suits or sweaters, and Buffet, with his classic yet understated attire, embraced minimalism as a strategic way to focus on the work that defined them. Their “uniforms” - whether it is Jobs’ sleek black turtleneck, or Buffett´s understated suits - were strategies, to remove a small, unimportant distraction. Steve Jobs, the co-founder of Apple; Bill Gates, the founder of Microsoft; and Warren Buffet, the legendary investor and CEO of Berkshire Hathaway, have all become synonymous with both immense success and, in many ways, an unremarkable approach to dressing.
And there is Yohji, the godfather of minimalism - if we may say so -, who built his world around this same ethos of simplicity. His designs, which have come to define the very essence of minimalist chic, go beyond fabric and silhouette. In many ways, Yamamoto´s approach to fashion suggests that simplicity is a form of freedom - freedom from excess and the distractions of unnecessary choices. His own uniform, dark, oversized, and deliberately understated, reflects this belief. “Black is modest and arrogant at the same time”, he famously said, and built an entire aesthetic around simplicity and function.
Or Coco Chanel, a visionary who transformed the world of fashion for women. She didn´t just create timeless designs - she invented a uniform. With her signature tweed suits, black trousers, white shirts, the legendary little black dress and simple pearls, Chanel made the bold statement that true style lies not in excess, but in the thoughtful curation of the essentials. This philosophy wasn´t just for the elite of Parisian society, but a principle that continues to resonate across industries and cultures.
But this article isn´t about billionaires, investors or fashion icons. It is about science. How stripping away the superfluous - whether in one´s wardrobe or daily choices - can cultivate greater focus and allow space for what truly matters.
That Steve Jobs, standing on a stage with his wire-framed glasses and black turtleneck
The Science of Decision Fatigue
In an age of endless choices, there´s a certain power in simplicity. Social psychologist Roy Baumeister, whose research on willpower has reshaped how we understand decision-making, argues that our mental energy is finite. Each small decision - what to wear, what to eat, which email to check first, whether we shall work out or not - chips away at our cognitive reserves. The more decisions we make, the less mental energy we have for the important ones.
Jobs, Gates, Buffett, Chanel, and Yamamoto understood this instinctively. By eliminating trivial choices - like what to wear - they preserved what Baumeister calls “brain juice” for their most significant work. It is a concept embraced by many successful individuals who know that a well-curated life is a tool for mental clarity.
Baumeister´s research, particularly in his book Willpower: Rediscovering the Greatest Human Strength, explains why a cluttered closet - or, more broadly, a cluttered life - leads to exhaustion. His studies suggest that self-control operates like a muscle: the more it is used, the more fatigued it becomes. This phenomenon, known as decision fatigue, explains why even seemingly small choices can drain our mental energy throughout the day.
This is why some of the world´s most successful people - whether in tech, finance, or design - opt for a uniform. It is not about fashion, per se - it is about creating a system that reduces friction. By simplifying their choices, they avoid the mental depletion that comes from unnecessary decision-making.
Consider a typical morning: You wake up, open your closet, and face an overwhelming array of options. The shirt you haven´t worn in months? The jacket that looked great in the store but never fit right? The comfortable but uninspiring sweater you keep “just in case”? These micro-decisions add up, and by the time you have had your first coffee, your energy reserves are already depleted. This extends, obviously, beyond the wardrobe. Think about how many decisions you make each morning: Should I go to the gym today? What should I have for breakfast? Should I check emails or dive straight into work?
Let´s take David Lunch, the visionary director behind Twin Peaks and Mulholland Drive. He famously ate the same meal every day and had a strict daily routine: Why? Just to avoid wasting energy on choices that can be simplified. His consistent rituals were designed to reduce decision fatigue and conserve mental energy for his creative work. The seemingly trivial decisions of daily life slowly drain your mental reserves, making it harder to focus on the things that truly matter. The fewer of these decisions you have to make, the more mental energy your free up for meaningful, creative, and productive pursuits.
At first glance, a simple wardrobe might seem like a small thing
The Power of Routine
But Steve Jobs was perhaps the most famous proponent of this philosophy. Known for wearing the same black turtleneck, jeans, and sneakers for years, his decision wasn’t driven by the desire to make a statement about fashion. It was a strategic move. By removing the daily decision of what to wear, Jobs could focus more of his energy on building Apple into the tech powerhouse it became. The uniform, as Jobs saw it, represented simplicity and efficiency—the very qualities that helped him shape the company’s culture and success.
He understood that a carefully structured and curated life does more than streamline our day - it is a way of crafting our identity. The choices we make shape how we see ourselves and the lives we lead. A well-defined routine signals a commitment to purpose, aligning our actions with our values. It is no coincidence that figures like Steve Jobs, Bill Gates or Chanel built their success not only through innovation but by creating rituals that minimized distractions. Their daily structure wasn´t about rigidity; it was about focusing their energy on what mattered the most. By embracing a routine, we define who we are through our consistent actions, shedding the noise that competes for our attention and energy.
A carefully structured routine does more than streamline our day - it is also a powerful tool for shaping our identity. A consistent routine signals our commitment to purpose, aligning our actions with our core values. Psychologist William James, known for his foundational work on the psychology of habits, believed that our daily rituals have the power to construct our identity, influencing not just our actions, but how we view ourselves.
Routine, far from being restrictive, enhances mental clarity by reducing cognitive load. When we limit our decisions, we preserve our mental resources for deeper, more meaningful pursuits. Research by Dr. Carol Dweck, a psychologist renowned for her work on mindset, suggests that creating systems - whether it is in the form of habits, routines, or even style choices - helps us build resilience and a sense of control over our lives. By establishing a predictable structure, we allow our minds to move beyond the mundane and into creative, high-level thinking. In today´s world, overloaded with options, a thoughtful routine provides us with the freedom to engage with life more fully. It is not about restriction - it is about the freedom that comes from eliminating the trivial, so we can invest our energy where it holds the most value.
The Psychology Behind Uniform Dressing: Brand Yourself
At first glance, a simple wardrobe might seem like a small thing—something that wouldn’t significantly impact a person’s success. But psychology suggests otherwise. Reducing daily decisions, like choosing what to wear, conserves cognitive energy for more important things. This is not just about efficiency; it is about focus. Decision fatigue is real, and every unnecessary choice chips away at mental clarity.
Psychologists argue that humans find comfort in consistency and simplicity. In the contemporary world, where choices are endless and distractions are constant, wearing a “uniform” of sorts can be a way to streamline your thoughts, maintain focus, and conserve energy for the bigger decisions that shape your day. By opting for simplicity, you create mental clarity, reserving your brain juice for what truly drives you.
Structuring our lives to reduce excess is not only a strategy for efficiency - it is a must for survival. The power of a minimalist wardrobe lies in its ability to strip away the constant noise, creating a space where intention and focus contrive. It doesn´t mean sacrificing individuality or self-expression. Quite the opposite. It is about streamlining. A well-curated collection amplifies your identity by making it more deliberate, more focused, cohesive. Each piece you wear speaks volumes about who you are, without the distraction of excess. You are branding yourself - intentionally and effortlessly. Your wardrobe is an expression of your personal brand, communicating your values, aesthetic, and identity without a word. It is not about conforming to a uniform; it is about refining the visual identity that reflects who we are. A minimalist approach is about crafting a visual signature that cuts through the noise.
Brand Yourself
The Impact on Consumers: Less Is More
For those of us who aren’t tech moguls or billionaire investors, adopting a minimalist wardrobe offers a similarly powerful outcome—one that goes beyond the simple aesthetics of dressing. By opting for fewer clothes, we not only save money, but we reduce waste, both in terms of time and resources. In fact, minimalism in fashion has a far-reaching impact on personal and financial well-being and the environment.
The contemporary consumer has been conditioned to believe that more is better. Every season introduces new trends, encouraging us to continually purchase more clothing, often items that we don’t need or won’t wear. Yet, the truth is, this endless cycle of consumption is unsustainable. The average person spends a significant portion of their income on clothing, often accumulating garments that go unworn. According to reports, an estimated 80% of the clothing in our closets remains unused, yet we continue to buy new pieces. The cycle of waste—both financial and environmental—is damaging.
By reducing the number of items in our wardrobe, we can shift our focus away from consumption and toward investment. Rather than spending money on fleeting trends, we can allocate our resources to things that truly matter—whether it’s experiences, savings, or even personal growth. A minimalist wardrobe forces us to think critically about what we need, rather than what we want in the moment.
Moreover, this shift in mindset can help reduce the waste that accompanies fast fashion. The environmental impact of the fashion industry is staggering, contributing to pollution, waste, and the depletion of natural resources. Obviously, the fashion industry is one of the biggest polluters on the planet, responsible for massive waste, carbon emissions, and water consumption - all in service of a system that prioritizes novelty over necessity. By adopting a more thoughtful approach to clothing—choosing quality over quantity—we can begin to make more sustainable choices that benefit both ourselves and the planet.
The lessons that can be learned from Jobs, Chanel & co. are clear: less can be more
Investing in What Matters: Redirecting Resources
The lessons that can be learned from Jobs, Chanel & co. are clear: less can be more, especially when it comes to clothing. But this idea extends far beyond simply simplifying our wardrobes. The deeper message is one of intentional living—redirecting our resources—be they time, money, or energy—toward what matters most, our personal growth and journey.
Embracing the freedom of less, allowing us to live more fully, more meaningfully, and more sustainably. But: The goal isn´t perfection - it is awareness. Less clutter means less waste -less money spent on things we don´t truly need and fewer resources drained by a culture of overconsumption. A streamlined wardrobe, much like a well-structured daily routine, removes unnecessary friction. When everything has its place, decisions become effortless. There is no scrambling to put together an outfit, no wasted minutes digging through piles of forgotten purchases. Instead, simplicity brings order, and order brings ease.
So, this is what I am learning and adapting now. Come with me and re-brand yourself. Invest in fewer, better pieces, that reflect your personality. Free yourself from the cycle of excess. Redirect the energy toward what fuels the creativity, relationships, and the future.
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