2 posts tagged "Everlane"
Ask Everlane.com co-founder Michael Preysman how his e-commerce site has started and he’ll tell you the honest truth. “We barely knew how to make a T-shirt,” he tells Style.com. And less than two years later, he is taking his booming business to the streets. The (once) online-only fashion franchise is launching a four-day “Not a Shop” pop-up outpost (pictured), opening today on Soho’s Prince Street. For the first time, consumers will have the opportunity to try on the line’s wallet-friendly offerings prior to purchase. “The goal was to use a physical presence to bring more people back online,” Preysman said. All of the under-$100 basics, including T-shirts, totes, and belts, will be on hand, along with the label’s waterproof canvas backpack, which, when offered to a select group of the site’s members, sold out in three hours. With its $65 price tag, we’re not surprised. Everlane’s “Not a Shop” will run from June 28 through July 1, 11 a.m. To 7 p.m.
Not a Shop, 65 Prince St., NYC.
“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.”