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His mother, Mair, helped women learn new skills and produced a weekly paper.

He leaves a widow, Mair Parry Jones, and three sons from a previous marriage.

But according to Carolyn Mair, a behavioral psychologist who created the University of Arts London’s Psychology of Fashion department, the tech billionaires are “choosing not to adhere to the sartorial codes of old-money elites, who tend to favor refined, understated luxury.”

Instead, the aesthetics of folks like Musk, Bezos and Zuckerberg, and their rejection of traditional expectations, “highlights that they don’t need to conform to social rules, because they operate at a level where the rules don’t apply to them,” Mair told Salon in an email.

Fashion psychologists like Mair study the behavioral science of fashion and all that goes into it: how we dress ourselves, how individuals use clothing to communicate and how things like cultural attitudes and social norms impact fashion.