John Molloy received a grant to prove clothing had no impact on a person's image or success. He conducted studies and tests to support this theory, only to find that, in fact, how a person dressed was critically important.

We all make immediate unconscious judgements of others without being aware of it. Molloy finally gave up his thesis, and wrote this book on his findings. While old, even in today's casual dress culture, his theories are subtly in play.