Everlane is a new cool company whose idea is simple: Create great clothes for men and women, then make them affordable by cutting out the middle man. No stores. No markups. No products over $100, ever. A smart concept that’s not executed upon nearly enough, I was excited to see what their wares were all about.
The company’s hook they’re hanging their hat on (so to speak) are the t-shirts. When the company first launched back in November, Lucky magazine editor John Januzzi called the 100% cotton, pre-shrunk v-necks, “the most perfect t-shirt I’ve ever worn.” On Twitter, a user compared wearing an Everlane tee to “walking around in a blanket of lotion,” which, I don’t know about you, but that sounds like something I’d like to try.
Endorsements like these were reason enough for me to join up. Seriously, is the search for a good white t-shirt not the holy grail of shopping for both guys and girls?
Each month, the company releases a new, well-edited collection of “luxury essentials,” like t-shirts, totes, and bow ties. Like any limited edition run, a lot of items sell out quickly to their already die-hard fans.
The company is also careful with its clientele, refusing to let just any ol’ riff-raff in. Well, they do, actually, but it takes awhile. I requested an invite a couple months ago and just got an email yesterday letting me know I was “in.” Which felt a little like getting accepted to your safe school – you knew it was going to happen, but you were still excited when you got the official word.
I’m currently trying to decide on my first purchase – one of the aforementioned tees (v-neck for me, but crew neck for guys is always a safe bet in case you’re worried about how deep the V dips), or a tote bag to give my big computer bag a breather. But at these prices – the tee is $15 and the bag is $30, I’ll probably just get both.
Sign up to become a member here.