Fashion

Everlane’s Winning Strategy

San Francisco-based fashion brand Everlane focuses on simple designs manufactured in the best factories globally

The pull of a career that balances out life and work, ethics and personal satisfaction has never been so strong as today – the surge in people who decide to go it alone, or collaborate with like-minded peers to pursue a professional life built on their principles is testimony to that.

Cue Michael Preysman, a San Franciscan venture capitalist who never dreamed of working in fashion. He “barely even knew how to make a T-shirt”, he was quoted saying to Style.com in 2012, two years after launching Everlane, his fashion franchise. But four years onwards, his start-up Everlane can boast a small office in New York as well as on the West Coast. Both are populated by young, driven employees who’ve gained experience in tech start-ups across the board, not just fashion. What binds them together is a passion for great design and a sense of frustration with the lack of innovation of traditional retail.

The result, at first sight, may not seem innovative in terms of design, but that’s where Everlane’s strength lies. There are no frills, no unnecessary decorations that usually indicate underpaid (child) labour, like sequins. Rather, Everlane’s novel approach lies in the way these modern, streamlined products are brought into being. All sourcing and design happens in-house; are manufactured in the best factories based on quality, not price; and are then shipped to the customer exclusively, with no extra mark-up possible by avoiding the different phases in the traditional retail chain.

It’s simple. Both Everlane’s strategy and designs are. So it’s also simple to make a conscious consumer choice when the product is this perfectly polished.

 

Images by Everlane

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