Brand with Heart: Everlane

From humble beginnings, a brand devoted to responsible selling.

10 Aug 2017 By Tanya Sharma

Founded in 2010 by a former venture capitalist who was bewildered by the high markups on products that cost next to nothing to produce, Everlane gets to the very heart of what we appreciate most about brands that take their business practices as seriously as their products. This is what you call ‘ethical fashion’.

Who Is Everlane?

Offering a pared down aesthetic that’s right in line with its vision as a no-frills fashion house with real heart, Everlane connects with the mentality of the modern man and woman perfectly. Clothes and accessories are flawlessly executed with clean lines and timeless designs. Low prices are a major selling point, but the fact that these pieces promise to endure for decades mean that you’ll pay for it within just a wear or two—and ultimately get far more than your money’s worth.

Why Do We Love It?

The cornerstone of the Everlane shopping experience is undoubtedly responsibility. The brand takes a very different approach to its selling practices—some might even call them unorthodox. And in this case, that’s more than welcome. Everlane’s goal? To ensure its customers have every bit of information they need to make responsible shopping decisions.

While the industry’s not-so-secret secret habit of marking up everything from tank tops to handbags is notorious—and begrudgingly accepted—that’s simply not okay with Everlane. To that end, they are completely and unabashedly transparent in their business practices. They’ve rebranded what it means to run an honest company. That begins with upfront admissions about the true cost of each product and the markup of each individual item.

It’s this commitment to excellence, both in product and in practice, that sets Everlane so dramatically apart from the competition. It humbly began with a very passionate mission to incorporate those hidden details into each product. That meant that when a customer clicked on, say, a blouse, she’d instantly see its traditional retail price, the Everlane price, and the factory where it was crafted.

Which leads us to the true heart of the matter – the creation of each item! Links on every product page direct shoppers to read about the factory where it was made. Factories are carefully audited to ensure that employees are fairly treated and compensated and that the working conditions are sound.

What Is the Black Friday Fund?

The Black Friday Fund is quite simply a breath of fresh air. On an unofficial holiday in the United States that is typically devoted to engaging in wild stampedes and reaching for the last $200 laptop, there’s something delightful about Everlane’s approach to the day. Instead of cutting its prices, the company actually charges regular price for all of its items. The proceeds are then donated to one of their many worthwhile factories. In 2015, for example, the proceeds were granted to a factory in Hangzhou and used to build much-needed recreational facilities for the workers.

Check out a few of our favourite pieces from Everlane’s latest collection:

Brand with Heart: Everlane: AW17 - The Cotton Crew

The Cotton Crew, $20, available at Everlane.

Brand with Heart: Everlane: AW17 - The Relaxed Silk Sleeveless

The Relaxed Silk Sleeveless, $65, available at Everlane.

Brand with Heart: Everlane: AW17 - The Light Oxford Collarless Short-Sleeve Square Shirt

The Light Oxford Collarless Short-Sleeve Square Shirt, $55, available at Everlane.

Brand with Heart: Everlane: AW17 - The Relaxed Poplin Shirt

The Relaxed Poplin Shirt, $65, available at Everlane.

Brand with Heart: Everlane: AW17 - The Beach Soft Cotton Square Crew

The Beach Soft Cotton Square Crew, $88, available at Everlane.

Brand with Heart: Everlane: AW17 - The Slim Classic French Terry Crew

The Slim Classic French Terry Crew, $40, available at Everlane.

Brand with Heart: Everlane: AW17 - The Clean Cotton Pull-On Skirt

The Clean Cotton Pull-On Skirt, $65, available at Everlane.

Brand with Heart: Everlane: AW17 - The Wide Leg Crop Pant

The Wide Leg Crop Pant, $68, available at Everlane.

Brand with Heart: Everlane: AW17 - The Japanese GoWeave Short-Sleeve A-Line Dress

The Japanese GoWeave Short-Sleeve A-Line Dress, $98, available at Everlane.

Brand with Heart: Everlane: AW17 - The Day Flat

The Day Flat, $125, available at Everlane.

Brand with Heart: Everlane: AW17 - The Bridge Sandal

The Bridge Sandal, $88, available at Everlane.

Brand with Heart: Everlane: AW17 - The Form Crossover Sandal

The Form Crossover Sandal, $118, available at Everlane.

Brand with Heart: Everlane: AW17 - The Beach Canvas Tote

The Beach Canvas Tote, $35, available at Everlane.

Brand with Heart: Everlane: AW17 - The Beach Canvas Backpack

The Beach Canvas Backpack, $40, available at Everlane.


10 Aug 2017 By Tanya Sharma

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