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Everlane

Everlane is an American clothing retailer that sells primarily online. Headquartered in San Francisco, California with stores in New York City, Washington, D.C., Boston, Los Angeles, Austin, and Palo Alto,[1] the company was founded in 2011 by Michael Preysman and Jesse Farmer with the mission of selling clothing [2] with transparent pricing.[3][4][5]

History

Everlane was founded in 2011 by Michael Preysman and Jesse Farmer as a direct-to-consumer online menswear retailer. Preysman and Farmer collaborated with Andy Zhang for the sourcing of ethical materials.[6][7] The company enables customers to see how much each item costs to produce and how big the company's markup is.[8] Everlane started with a referral invite list that gained 60,000 subscribers in five days, although the company only had 1,500 T-shirts in inventory.[9]

In 2014, Everlane began a partnership with delivery company Postmates to provide same-day delivery to consumers in San Francisco and New York.[10] The company opened brick-and-mortar stores in SoHo in New York City in 2017 and in San Francisco in 2018.[11][12][13]

Everlane hired Icelandic singer Laufey as its Fall 2025 brand ambassador. Laufey and Everlane collaborated on a limited-edition capsule collection, Everlane x The Laufey Foundation Collection.

Products and sales

On its website Everlane attempts to educate customers on its supply chain, factories, employees, and the price breakdown of each product.[14]

In 2018, the company pledged to stop using virgin plastic by 2021, including in packaging and in clothing made of synthetic fibers.[15][16] On October 24, 2018, Everlane launched ReNew, a line of outerwear crafted from materials that were created out of 3 million recycled plastic bottles.[16] The company plans to accomplish their goal by redeveloping the fabrics, yarns, and all raw materials that contain synthetic fibres into recycled components by 2021.[17] In May 2019, Everlane released the DayGlove ReKnit, a shoe made entirely of recycled plastic bottles.[18]

Everlane holds "Choose What You Pay" sales, which allow shoppers to select one of three prices for a piece of merchandise. The lowest price covers production and shipping cost, while the higher prices cover additional costs such as overhead. Preysman, CEO of Everlane, explained the sale as an attempt to make the brand more transparent.[19]

Anti-union activity

In late December 2019, Everlane employees (most of them in the Customer Experience department) attempted to form a union under the auspices of the Communications Workers of America (CWA).[20] In March 2020 union members asked to be officially recognized by the company. On March 27, 2020, the union group's Twitter account (@EverlaneU) tweeted, "Nearly every member of our team was just laid off. Retail workers from Everlane stores are being trained to replace us to answer your support emails. We are devastated beyond measure."[21] Forty-two out of 57 of the remote customer experience department had been laid off in addition to 180 part-time retail employees, while 68 full-time retail employees were informed they were furloughed. The layoffs were apparently surprising as employees had reportedly been reassured that business was strong. Everlane has since been receiving backlash, most notably from Senator Bernie Sanders, who wrote on his Twitter account "Using this health and economic crisis to union bust is morally unacceptable."[22]

Awards and honors

In 2015, founder Michael Preysman was included in Forbes' 30 Under 30 for his work on the firm in "reinventing retail and E-Commerce."[23] He has also been included in the BoF 500, an index of the people shaping the contemporary fashion industry.[24]

External links

References

  1. About Everlane^
  2. Alyson Shontell. Hot Startup Everlane Wants You To Know You're Being Screwed Over By Retailers Business Insider, March 16, 2012, retrieved 2018-11-06^
  3. Christine Birkner. How Clothing Brands Are Embracing Transparency to Meet the Growing Demand for Sustainable Apparel; Patagonia, Everlane and PACT lead the trend Adweek, May 1, 2017^
  4. Price Transparency New Trend Among Emerging Clothing Retailers CBS New York, April 19, 2017^
  5. Elizabeth Segran. How Everlane is building the next-gen clothing brand Fast Company, February 22, 2018, retrieved 2018-08-26^
  6. Aaron Britt. Everlane: Business savvy meets swank San Francisco Chronicle, November 20, 2011, retrieved 2018-11-06^
  7. Elizabeth Segran. How Everlane Is Building The Next-Gen Clothing Brand Fast Company, 2018-02-22, retrieved 2020-01-20^
  8. Everlane: Most Innovative Company Fast Company, retrieved 2020-01-20^
  9. Lauren Drell. Everlane: 'You Don't Need to Pay a 7x Markup for High-quality Fashion' Mashable, December 17, 2013, retrieved 2015-10-25^
  10. Ryan Lawler. Postmates Partners With Everlane To Bring Customers Select Items On-Demand In San Francisco TechCrunch, September 9, 2014, retrieved 2015-10-18^
  11. Melissa Anders. Everlane To Open 2 Flagship Locations As More E-Commerce Retailers Go Brick-And-Mortar Forbes, November 28, 2017, retrieved 2018-11-06^
  12. Abha Bhattarai. Everlane is opening its first stores, after years of swearing it wouldn't The Washington Post, November 26, 2017, retrieved 2018-11-06^
  13. Dan Howarth. Everlane turns historic San Francisco building into minimal clothing store Dezeen, March 8, 2018, retrieved 2018-11-06^
  14. Everlane: Most Innovative Company Fast Company, retrieved 2019-01-26^
  15. Mandy Behbehani. Everlane sees a future in 'renewed' plastics San Francisco Chronicle, November 8, 2018, retrieved 2018-11-08^
  16. Matt Sebra. Everlane Wants to Save the Environment, One Fleece Jacket at a Time GQ, 2018-10-22, retrieved 2019-01-26^
  17. Everlane Wants to Save the Environment, One Fleece Jacket at a Time GQ, retrieved 2019-07-29^
  18. Everlane has dropped a $98 women's flat made of recycled plastic bottles - it might be the most comfortable pair we've ever tried Business Insider, retrieved 2019-06-01^
  19. Why Everlane Is Running A "Choose Your Price" Sale BuzzFeed News, retrieved 2019-04-08^
  20. Communications Workers of America cwa-union.org, retrieved 2020-04-01^
  21. Everlane Union. Nearly every member of our team was just laid off. Retail workers from Everlane stores are being trained to replace us to answer your support emails. We are devastated beyond measure. @EverlaneU, 2020-03-27, retrieved 2020-04-01^
  22. Bernie Sanders. Using this health and economic crisis to union bust is morally unacceptable. I'm calling on @Everlane to bring workers back on payroll and recognize the @EverlaneU. @BernieSanders, 2020-03-28, retrieved 2020-04-01^
  23. Claire O'Conner. 30 under 30: Meet the Young People Reinventing Retail and E-Commerce Forbes, January 5, 2015, retrieved October 18, 2015^
  24. Michael Preysmanis One of the 500 People Shaping the Global Fashion Industry in 2018 The Business of Fashion, retrieved 2019-07-29^