Thanks to its business model (although not innovative), the pieces are less expensive than ready-to-wear distributed in multi-brand stores.
The cuts are modern and escape any marked trend. Natural materials offer certain comfort: cashmere, Japanese cotton, merino wool.
Be careful though with polyester outerwear pieces, they keep you warm! On the other hand, you can trust button-down collar shirts, cashmere sweaters and chinos.
A step back is also necessary on the economic model , in fact direct distribution brands have always existed.
Everlane is an American startup launched in 2011 after raising more than a million dollars thanks to a simple t-shirt. Its axis of communication is ethics and transparency on prices and places of manufacture towards the consumer.
That said, there are also a lot of communication moves from the brand, accustomed to single-use media operations (giving bicycle helmets to its Vietnamese workers, offering the consumer to choose the price of a piece of clothing, lowering the price of a sweater supposedly to accompany the drop in raw materials, etc.).
Ditto for its famous infographic which praises the supposed originality of direct selling: from GAP to APC, no one waited for Everlane to do it.
The products are only basics (t-shirts, sweaters, casual shirts, chinos, etc.), and the collection is only growing slowly to avoid having unsold items.
The casual design is meant to be timeless, as opposed to fast fashion . Here, no seductive patterns or skinny cuts, only minimalism. As for the finishes, they are very clean: fine and regular seams, mother-of-pearl buttons sewn crosswise, clean shoulders.
Note that in France, Maison Standards is a clone of Everlane.
