Everlane: Classy Brand Worth Investing In

Everlane Affordable Luxury Review Everlane: Classy Brand Worth Investing In

Consuming luxury and fashion are 80% about lust and 20% about utilitarian value most of the time.

When you adjust the percentage scale to 50% lust and 50% utilitarian value, what do you get?

You get brands like Everlane.

Don’t get me wrong – I do lust for Everlane’s products, but it wouldn’t be in the same way I do for, say, a Cartier Love bracelet. The lust for Everlane pieces stemmed from a different place.

According to founder Michael Preysman, Everlane’s item price is just the double of the item’s production cost.

It isn’t a very “profitable” pricing strategy in the eyes of other business owners given that 600% markup is something very normal in the fashion industry. But that is where Everlane stands out: they aim to make products with the highest quality possible within that 100% mark-up strategy. (I guess they’ll have to aim for higher sales volume to make-up for the low markup though.)

According to Everlane, the factories that manufacture their products are also the same ones that manufacture for some high-end designer labels.

Everlane Open Studio San Francisco Everlane: Classy Brand Worth Investing InEverlane’s studio in San Francisco. Source: Everlane

Everlane’s offerings are fairly basic currently, and they do not yet have a very extensive range of products. You can’t find statement pieces there, but I have to say their design are very admirable. It’s minimalistic and chic – not something you can’t expect from the Head of Design Petra Langerova who used to work for Tommy Hilfiger, J.Crew and Gap.

Everlane Twill Weekender White Everlane: Classy Brand Worth Investing InEverlane Twill Weekender, USD95

In terms of clothes, they feel like Uniqlo and Frank & Oak. In terms of bags and leather, think a more refined Filson without the ruggedness. (We featured one of their Weekender bag previously.)

“Hopefully, this is a bag you buy once, and then again in ten years,” Preysman said. That’s a bold statement. In fact, their bags department tugged my heartstring the most.

Check them out, guys. I’m looking forward to see what they will come up with next.

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