“We just never understood why the most beautiful and simple products needed to cost so much,” Everlane co-founder Michael Preysman tells Style.com. So, he and his business partner Jesse Farmer found a solution to the problem with their new e-commerce site Everlane.com, launching today: “We’ve just cut out the middlemen so we can take smaller margins without sacrificing on quality at all.”
Today, the online, members-only (there’s already a wait list to join) shop opens with a small collection of luxury basics, all under $100, created by a team of in-house designers, including former brand directors from American Apparel. “Think of a tee you’ve spent $40 to $60 on—the one you want to wear all the time—but for under $15,” he explains. The Essentials Collection is available year-round, starting with four colors. There’s also a limited-edition collection rolling out every month, starting off with ties, bow ties, and pocket squares in floral, plaid, and solid designs made at “one of the oldest neckwear factories in the country.” In December, expect a collection of gift items, including canvas backpacks, iPod cases, jewelry, and scarves.
“While the sky is the limit with categories—jewelry, leather goods, a home collection—we want to keep all of the collections very edited,” Preysman says. “The point is not to overwhelm the consumer with frivolous choice, but to bring them the very best from each category at a never-before-seen price point.”