Everlane: Caution This Is Not A Retail Shop
For those of us in the know, you may have received this in your email:
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?
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.
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.
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.
WHERE: Not A Shop
65 Prince Street
New York, New York
WHEN: June 28th thru July 1st, 11am to 7pm
By: Mijon Zulu
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.