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.—Jessica Minkoff
Photo: Carly Otness / BFAnyc.com