Last week, San Francisco’s Everlane opened up their first permanent New York store in the Nolita neighborhood. Here’s what you’ll find: puffers, denim, millennial pink, and the ultimate minimalist style that defines 2017. Earlier this year, I discovered that my office was within walking distance of the Everlane Lab (not quite as large as this store) but even still, it was a dangerous routine and habit that I kept up for weeks.
I’ve known about Everlane since it first began back in 2011, but it wasn’t until this year that I bought my first piece – a striped long sleeved tee that I wore every week for a month. The pieces are simple, but functional. Most importantly, they are affordable. They’re the basics that you need, but want to have in every color.
There’s a piece about Everlane though that separates it from being just a normal retailer. In San Francisco, many consider it to be its own startup because of how tech is immersed into it. What that means is that shopping at this Everlane location won’t be like a normal shopping experience. Here you’ll have a chance to learn how one of their tees are made via headphones in the store and have shopping made easier and more convenient with your credit cards on file from your previous purchases.
For many early adopters of Everlane, the assumption was that it would always be an online retailer. Why the change to a physical store? Founder Michael Preysman explains:
“The original idea was that we would never do stores,” he admitted. “But when you’re in the online-only world, you can’t bring people into your space and your brand the same way you can with a physical store, where it feels transparent, open, and honest. So we wanted to bring the brand to life and be part of people’s lives in a more meaningful way.”
“People do want to try things on,” Preysman said. “Having them come in and touch the product and talk to employees makes such a difference. We started out with T-shirts, which are really easy to buy online, but denim in particular is really hard to shop for [without trying it on]. So this is perfect timing.”
You can find Everlane at 28 Prince Street.