Steve Jobs has been given many titles: genius, innovator, leader. And now, fashion icon. The late Apple CEO’s signature black turtleneck has surged in popularity since his death Wednesday night. St. Croix—Jobs’s go-to brand for $175 mock turtles—has experienced an “almost 100 percent increase in sales” in the past 24 hours. The company is proud of Jobs’s loyal patronage and even plans to hold some type of memorial for him.