It’s an interesting time in fashion, as big brands struggle to keep up with the smaller more agile independents, which are often run by entrepreneurs with little or no experience of the fashion industry.
Gone are the days when starting a fashion brand simply meant creating product and selling it in a shop – nowadays consumers – particularly the elusive millennials – want a 360 multi channel experience – as well as ‘must have’ products with a point of view.
Michael Preysman is one such entrepreneur who left his job in venture capital to start his own business in 2010. He never expected to work in fashion, but a passion for great design and frustration with the lack of innovation in the retail space, led him to create Everlane.
Located in San Francisco, his small team share a passion for pushing boundaries and challenging convention and have cut their teeth at places like Google, Yelp, Gilt GroupeMarc Jacobs, J.Crew, Goldman Sachs, Pentagram, and The Gap.
Last year Preysman appointed former COS (and Gap) creative director Rebekka Bay, as Everlane’s head of product and design, saying “We’re very aligned on the way we view where the world is going. I think she’s going to bring a significant amount of strategy and foresight and planning, thinking about Everlane not only as a fashion brand, but as a lifestyle brand.”
The company are doing very exciting things on social media (their Snapchat is worth following if that’s your thing) and engaging consumers in all sorts of interesting ways – and their product isn’t bad either.
It’s a little bit basic (for me) at the moment, but looks like great quality and the prices aren’t bad. And we all loved COS so much back in the day, that I have no doubt Rebekka Bay will do great things in the future.
Claiming to be about ‘Modern Basics & Radical Transparency’ they pride themselves on sharing their price structure, as well as revealing how and where their clothes are made – with a section on the website devoted to their factories.
They are shipping to the UK for $25 from the 23rd of May to the 5th of June – so you might want to check out their try out their particular brand of affordable-luxury wardrobe staples.