Everlane
| Company type | Private |
|---|---|
| Industry | Apparel retail |
| Founded | 2011 |
| Founder | Michael Preysman, Jesse Farmer |
| Headquarters | San Francisco , United States |
Area served | United States |
| Products | Clothing, footwear |
| Website | everlane |
Everlane is a United States-based apparel retailer that primarily conducts business through its online platform. Its headquarters are located in San Francisco, California, with additional retail locations situated in New York City, Washington, D.C., Boston, Los Angeles, Austin, and Palo Alto. Established in 2011 by Michael Preysman and Jesse Farmer, Everlane’s commercial approach is focused on offering transparent pricing for its clothing lines.
History
Founded as a direct-to-consumer menswear brand by Michael Preysman and Jesse Farmer, Everlane collaborated with Andy Zhang to procure ethically sourced materials. The company's model provides customers with detailed insight into the costs of production and the corresponding markups for each product. Initially, Everlane launched using an invite-only referral system that successfully attracted 60,000 subscribers within just five days despite limited stock availability.
In 2014, Everlane teamed up with the delivery company Postmates to provide same-day shipping services in San Francisco and New York. The brand expanded its physical footprint by opening flagship stores in SoHo, New York City in 2017 and San Francisco in 2018, signaling a strategic move toward integrating brick-and-mortar retail alongside its established e-commerce operations.
Products and sales
Everlane prioritizes transparency by informing consumers about its supply chain, manufacturing facilities, workforce conditions, and product pricing structures. In 2018, the company pledged to phase out virgin plastics from its packaging and eliminate synthetic fibers in its garments by 2021. That same year, it introduced ReNew, an outerwear collection produced from three million recycled plastic bottles. The objective is to transition all synthetic fabrics to recycled alternatives by 2021. In May 2019, Everlane unveiled the DayGlove ReKnit shoe, which is entirely constructed from recycled plastic bottles.
The "Choose What You Pay" program allows customers to pick from three pricing options per item: the minimum price covers production and shipping costs only; higher tiers incorporate overhead expenses. CEO Michael Preysman regards this pricing strategy as a core element of the brand’s dedication to openness.
Anti-union activity
Toward the end of 2019, employees predominantly from Everlane’s Customer Experience team initiated efforts to unionize under the Communications Workers of America (CWA). By March 2020, union representatives formally requested recognition from management. On March 27, Everlane terminated nearly all remote customer service employees who were union members—42 out of 57—and also laid off 180 part-time retail workers while furloughing 68 full-time retail staff. These workforce reductions came as a shock to employees who had previously been assured of business continuity. The decision provoked widespread criticism, including condemnation from Senator Bernie Sanders, who denounced the layoffs as attempts at union suppression amid ongoing public health and economic challenges.
Awards and honors
In 2015, Michael Preysman was honored in Forbes' 30 Under 30 list for his innovative contributions to retail and e-commerce. Additionally, he is included in the BoF 500 roster, which recognizes influential individuals shaping the international fashion sector.