Everlane: Caution This Is Not A Retail Shop
For those of us in the know, you may have received this in your email:
Everlane event in NYC
Everlane, a 100% online retail store, has decided to get physical and open up a pop-up store or a ‘NOT a retail SHOP’ in SoHo from June 28 – July 1st, 2012.
I attended the opening party with some friends from fashion and advertising who had all secretly become obsessed with this brand. When trying to describe it, the best we could come up with was a higher end online Uniqlo, but what the hell does that mean?
The Tee
They’re a basics store. Starting with a profound addiction to T-shirts, Everlane began selling T-shirts priced at $15 that would actually retail at a minimum of $50. In other words, Everlane sells you designer clothes without the designer prices, so they’re basically the Warby Parker of basics and my new best friend.
Sadly, despite my fascination, I need to try before I buy and had yet to do more than drool over Everlane’s fantastic website. Thus, it was time for some partial nudity.
Brace yourself.
It was like cotton and silk had a baby. The T-shirts are 100% cotton, thin, slim-cut and have a lived-in feeling that you really can only get at higher-end stores.
The secret behind this is that the T-shirts are pre-washed and garment dyed, which is when you make a garment and then dye it. This technique also means that the fabric is pre-shrunk.
Confession: I’m in love with these T-shirts.
The Ryan
When wearing one, I feel effortless, timeless, and understated AKA chic!
So I bought five (don’t judge me).
The main fascination of the pop-up store, however, was actually Everlane’s venture into accessories. They have cute totes, belts, boy ties, weekenders and more but debuted their backpacks at the pop-up! Take a look. Aren’t they the perfect accessory for any biker, beach-bum, and fashionable New Yorker? Agreed? Agreed.
The Backpack
The pop up will close on Sunday but more show rooms will be coming soon. While Everlane is an online store, it’s clearly destined to be an essential part of the hip New York wardrobe.
Those shirts look nice, I love them.
Selling them at such a low price could damage their brand image, though…
Endevia: Fashion Network recently posted..Photos: London Fashion Week February 2012
They truly FEEL amazing, I’m sure you’d love them!
The concept is pretty interesting…they take the middleman (i.e. the store) out of the equation and can save a ton of money by shipping directly to the customer. Like Mijon said though, some people need to try things on before buying, do it should be interesting to see how they do long term. (I know I’ll be a returning customer, though;-)