Everlane was created back in 2010 by Michael Preysman who had a 'passion for great design' and some 'frustration with the lack of innovation in the retail space'.
The brands concept is 'Radical Transparency'
They want the consumer to know their factories and costs and always ask why.
Everlane, has no physical stores and is based at an office in San Francisco's Mission District, they also have a team in New York City as that is where their biggest consumer base is.
Since launching in November 2011, Everlane has attracted over 1,000,000 members and has been featured in The New York Times, New York Magazine, The Economist, Elle, and GQ.
They design their own luxury basics and sell them exclusively at Everlane.com.
A great feature on their site is the Factories page where you can select a factory that Everlane use and read more about it, including how they found the factory, the materials they use and who owns it.
Recently featured on Refinery 29 as a perfect bag for commuters is the new Everlane Modern Commuter Backpack. Which is a perfect example of how Everlane considers every day needs.
It has a streamlined shape and unbeatable storage with eight pockets, ergonomically curved straps that evenly distribute weight, a messenger-style front pouch, and two side compartments for easy access to your wallet, sunglasses, and valuables.
When browsing items, you will find a great infographic breaking down the products costs for you:
Which definitely encourages you to buy but also leaves you feeling informed and a part of the process.
Less is more definitely and their other products and site layout project that.
But why is transparency so important?
Not only does it attract good media attention and boost sales, it also increases the trust consumers put in to a business.
As a consumer, knowing what you are getting makes the whole buying and wearing experience much more enjoyable, it enables you to make informed decisions and feel as if you have made an ethical decision also.
It is rewarding all around.
Yet, Everlane is one of a kind and many businesses would struggle to be as transparent, so it is important to ask more and support brand such as Everlane to encourage the movement to a world where one day, we will know exactly what we are spending out money on.
' We live in the most highly educated society there has ever been on this planet, and everyone knows what is happening, the problem is getting people to care '