Everlane
{{Short description|American clothing retailer}}
{{distinguish|Everland}}
{{Infobox company
| name = Everlane, Inc.
| logo = Everlane logo.png
| caption =
| type =
| foundation = {{Start date|2011}}
| founders = {{Unbulleted list|Michael Preysman|Jesse Farmer}}
| location = San Francisco, California United States
| locations =
| area_served = United States and Canada
| key_people = Rebekka Bay (Head of Product and Design)
| products = Women's and Men's: Shoes, clothing, bags, accessories
| industry = Retail
| revenue = $40 Million (2017) {{Citation needed|date=September 2018}}
| homepage = {{url|https://everlane.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,[https://www.everlane.com/about About Everlane] the company was founded in 2011 by Michael Preysman and Jesse Farmer with the mission of selling clothing {{cite news|url=https://www.sfgate.com/news/article/Hot-Startup-Everlane-Wants-You-To-Know-You-re-3529358.php|title=Hot Startup Everlane Wants You To Know You're Being Screwed Over By Retailers|last=Shontell|first=Alyson|date=March 16, 2012|newspaper=Business Insider|accessdate=2018-11-06|via=San Francisco Chronicle}} with transparent pricing.{{cite magazine|url=http://www.adweek.com/brand-marketing/consumers-care-about-sustainable-ethically-made-apparel-and-these-brands-are-providing-it/|title=How Clothing Brands Are Embracing Transparency to Meet the Growing Demand for Sustainable Apparel; Patagonia, Everlane and PACT lead the trend|last=Birkner|first=Christine|date=May 1, 2017|magazine=Adweek}}{{cite news|url=http://newyork.cbslocal.com/2017/04/19/clothing-costs-transparency/|title=Price Transparency New Trend Among Emerging Clothing Retailers|date=April 19, 2017|publisher=CBS New York}}{{cite magazine|last=Segran|first=Elizabeth|date=February 22, 2018|title=How Everlane is building the next-gen clothing brand|url=https://www.fastcompany.com/40525607/how-everlane-is-building-the-next-gen-clothing-brand|magazine=Fast Company|accessdate=2018-08-26}}
History
Everlane was founded in 2011 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.{{cite news |first=Aaron |last=Britt |url=https://www.sfgate.com/style/article/Everlane-Business-savvy-meets-swank-2288943.php |title=Everlane: Business savvy meets swank |newspaper=San Francisco Chronicle |date=November 20, 2011 |accessdate=2018-11-06 }}{{Cite web|url=https://www.fastcompany.com/40525607/how-everlane-is-building-the-next-gen-clothing-brand|title=How Everlane Is Building The Next-Gen Clothing Brand|last=Segran|first=Elizabeth|date=2018-02-22|website=Fast Company|language=en-US|access-date=2020-01-20}} The company enables customers to see how much each item costs to produce and how big the company's markup is.{{Cite web|url=https://www.fastcompany.com/company/everlane|title=Everlane: Most Innovative Company|website=Fast Company|language=en-US|access-date=2020-01-20}} 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.{{cite web|last=Drell|first=Lauren |title=Everlane: 'You Don't Need to Pay a 7x Markup for High-quality Fashion' |url=http://mashable.com/2013/12/17/everlane-video/#sTau2QidVkq. |website=Mashable |date=December 17, 2013 |accessdate=2015-10-25 }}
In 2014, Everlane began a partnership with delivery company Postmates to provide same-day delivery to consumers in San Francisco and New York.{{cite web|last=Lawler|first=Ryan|title=Postmates Partners With Everlane To Bring Customers Select Items On-Demand In San Francisco|url=https://techcrunch.com/2014/09/09/postmates-everlane/|website=TechCrunch |date=September 9, 2014 |accessdate=2015-10-18 }} The company opened brick-and-mortar stores in SoHo in New York City in 2017 and in San Francisco in 2018.{{cite news|url=https://www.forbes.com/sites/melissaanders/2017/11/28/everlane-to-open-2-flagship-locations-as-more-e-commerce-retailers-go-brick-and-mortar/#77a558e34092|title=Everlane To Open 2 Flagship Locations As More E-Commerce Retailers Go Brick-And-Mortar|last=Anders|first=Melissa|date=November 28, 2017|accessdate=2018-11-06|website=Forbes}}{{cite news|url=https://www.washingtonpost.com/business/economy/everlane-is-opening-its-first-stores-after-years-of-swearing-it-wouldnt/2017/11/22/32e7d142-c9ba-11e7-b0cf-7689a9f2d84e_story.html|title=Everlane is opening its first stores, after years of swearing it wouldn't|last=Bhattarai|first=Abha|date=November 26, 2017|newspaper=The Washington Post|accessdate=2018-11-06}}{{cite web|url=https://www.dezeen.com/2018/03/08/everlane-historic-san-francisco-building-minimal-clothing-store/|title=Everlane turns historic San Francisco building into minimal clothing store|last=Howarth|first=Dan|date=March 8, 2018|website=Dezeen|accessdate=2018-11-06}}
= Products and sales =
On its website Everlane attempts to educate customers on its supply chain, factories, employees, and the price breakdown of each product.{{Cite web|url=https://www.fastcompany.com/company/everlane|title=Everlane: Most Innovative Company|website=Fast Company|language=en-US|access-date=2019-01-26}}
In 2018, the company pledged to stop using virgin plastic by 2021, including in packaging and in clothing made of synthetic fibers.{{cite news |first=Mandy |last=Behbehani |url=https://www.sfchronicle.com/style/article/Everlane-sees-a-future-in-renewed-plastics-13373005.php |title=Everlane sees a future in 'renewed' plastics |newspaper=San Francisco Chronicle |date=November 8, 2018 |accessdate=2018-11-08 }}{{Cite web|url=https://www.gq.com/story/everlane-renew-recycled-plastic-collection|title=Everlane Wants to Save the Environment, One Fleece Jacket at a Time|last=Sebra|first=Matt|date=2018-10-22|website=GQ|language=en|access-date=2019-01-26}} On October 24, 2018, Everlane launched ReNew, a line of outerwear crafted from materials that were created out of 3 million recycled plastic bottles. 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.{{Cite web|url=https://www.gq.com/story/everlane-renew-recycled-plastic-collection|title=Everlane Wants to Save the Environment, One Fleece Jacket at a Time|website=GQ|language=en|access-date=2019-07-29}} In May 2019, Everlane released the DayGlove ReKnit, a shoe made entirely of recycled plastic bottles.{{Cite web|url=https://www.businessinsider.in/everlane-has-dropped-a-98-womens-flat-made-of-recycled-plastic-bottles-it-might-be-the-most-comfortable-pair-weve-ever-tried/articleshow/69585049.cms|title=Everlane has dropped a $98 women's flat made of recycled plastic bottles - it might be the most comfortable pair we've ever tried|website=Business Insider|access-date=2019-06-01}}
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.{{Cite web|url=https://www.buzzfeednews.com/article/sapna/everlane-ceo-explains-why-its-letting-shoppers-pick-their-pr|title=Why Everlane Is Running A "Choose Your Price" Sale|website=BuzzFeed News|language=en|access-date=2019-04-08}}
Anti-union activity
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).{{Cite web|url=https://cwa-union.org/|title=Communications Workers of America|website=cwa-union.org|access-date=2020-04-01}} 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."{{Cite web|url=https://twitter.com/EverlaneU/status/1243598760153952256|title=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.|last=Union|first=Everlane|date=2020-03-27|website=@EverlaneU|language=en|access-date=2020-04-01}} 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."{{Cite web|url=https://twitter.com/BernieSanders/status/1244008836610088963|title=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.|last=Sanders|first=Bernie|date=2020-03-28|website=@BernieSanders|language=en|access-date=2020-04-01}}
Awards and honors
In 2015, founder Michael Preysman was included in Forbes' 30 Under 30 for his work on the firm in "reinventing retail and E-Commerce."{{cite web|last=O'Conner|first=Claire |title=30 under 30: Meet the Young People Reinventing Retail and E-Commerce|url=https://www.forbes.com/sites/clareoconnor/2015/01/05/30-under-30-meet-the-young-people-reinventing-retail-and-e-commerce/|website=Forbes |date=January 5, 2015 |accessdate=October 18, 2015}} He has also been included in the BoF 500, an index of the people shaping the contemporary fashion industry.{{Cite web|url=https://www.businessoffashion.com/community/people/michael-preysman|title=Michael Preysmanis One of the 500 People Shaping the Global Fashion Industry in 2018|website=The Business of Fashion|language=en-GB|access-date=2019-07-29}}
References
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