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Everlane

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Not to be confused with Everland.
Everlane, Inc.
IndustryRetail
Founded2010 (2010)
Founders
  • Michael Preysman
  • Jesse Farmer
HeadquartersSan Francisco, California United States
Area served
United States and Canada
Key people
Rebekka Bay (Head of Product and Design)
ProductsWomen's and Men's: Shoes, clothing, bags, accessories
Revenue$40 Million (2017) [citation needed]
Websiteeverlane.com

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 2010 by Michael Preysman and Jesse Farmer with the mission of selling clothing [2][3] with transparent pricing.[4][5][6]

History

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Everlane was founded in 2010 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.[2][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]

Products and sales

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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

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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

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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]

References

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  1. ^ About Everlane
  2. ^ a b Britt, Aaron (November 20, 2011). "Everlane: Business savvy meets swank". San Francisco Chronicle. Retrieved 2018-11-06.
  3. ^ Shontell, Alyson (March 16, 2012). "Hot Startup Everlane Wants You To Know You're Being Screwed Over By Retailers". Business Insider. Retrieved 2018-11-06 – via San Francisco Chronicle.
  4. ^ Birkner, Christine (May 1, 2017). "How Clothing Brands Are Embracing Transparency to Meet the Growing Demand for Sustainable Apparel; Patagonia, Everlane and PACT lead the trend". Adweek.
  5. ^ "Price Transparency New Trend Among Emerging Clothing Retailers". CBS New York. April 19, 2017.
  6. ^ Segran, Elizabeth (February 22, 2018). "How Everlane is building the next-gen clothing brand". Fast Company. Retrieved 2018-08-26.
  7. ^ Segran, Elizabeth (2018-02-22). "How Everlane Is Building The Next-Gen Clothing Brand". Fast Company. Retrieved 2020-01-20.
  8. ^ "Everlane: Most Innovative Company". Fast Company. Retrieved 2020-01-20.
  9. ^ Drell, Lauren (December 17, 2013). "Everlane: 'You Don't Need to Pay a 7x Markup for High-quality Fashion'". Mashable. Retrieved 2015-10-25.
  10. ^ Lawler, Ryan (September 9, 2014). "Postmates Partners With Everlane To Bring Customers Select Items On-Demand In San Francisco". TechCrunch. Retrieved 2015-10-18.
  11. ^ Anders, Melissa (November 28, 2017). "Everlane To Open 2 Flagship Locations As More E-Commerce Retailers Go Brick-And-Mortar". Forbes. Retrieved 2018-11-06.
  12. ^ Bhattarai, Abha (November 26, 2017). "Everlane is opening its first stores, after years of swearing it wouldn't". The Washington Post. Retrieved 2018-11-06.
  13. ^ Howarth, Dan (March 8, 2018). "Everlane turns historic San Francisco building into minimal clothing store". Dezeen. Retrieved 2018-11-06.
  14. ^ "Everlane: Most Innovative Company". Fast Company. Retrieved 2019-01-26.
  15. ^ Behbehani, Mandy (November 8, 2018). "Everlane sees a future in 'renewed' plastics". San Francisco Chronicle. Retrieved 2018-11-08.
  16. ^ a b Sebra, Matt (2018-10-22). "Everlane Wants to Save the Environment, One Fleece Jacket at a Time". GQ. 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. ^ Union, Everlane (2020-03-27). "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. Retrieved 2020-04-01.
  22. ^ Sanders, Bernie (2020-03-28). "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. Retrieved 2020-04-01.
  23. ^ O'Conner, Claire (January 5, 2015). "30 under 30: Meet the Young People Reinventing Retail and E-Commerce". Forbes. 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.
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