Everlane launched in 2010 with a concept that was, until then, unheard of in the fashion industry. It would offer the customer a full breakdown of how much it cost to make each product, from the price of the raw materials and transportation to exactly how much of a markup Everlane would take. Millennial shoppers were attracted to Everlane’s vision of radical transparency, and the brand has grown exponentially over the years. Founder and CEO Michael Preysman has taken the concept of transparency beyond price to offering customers a glimpse into the company’s supply chain, which is both ethical and environmentally sound. On the brand’s website, customers can get a glimpse into the factories where products are made and see photos of the workers making the garments. In 2017, five years after saying he would rather shut down Everlane than open a physical store, Preysman launched the brand’s first permanent brick-and-mortar location in New York. The brand is continuing to roll out new locations, each equipped with a proprietary new point-of-sale system that makes the transition from shopping online to in-store more seamless for the customer.
In 2018, Everlane embarked on an ambitious project to eliminate virgin plastic from its supply chain, and get rid of single-use plastic throughout its offices and supply chains. It developed a line of outerwear made from recycled water bottles, and is combing through every item in its collection, remaking all plastic elements with recycled plastic. As part of this campaign, Everlane is encouraging consumers to eliminate plastic from other aspects of their lives. The brand now offers pamphlets in stores and videos online to encourage customers to live more eco-friendly lives.