mainstream company that advertises to the masses. Instead, the company relies heavily on social media, such as Twitter, Facebook and Tumblr. “The Internet. It’s a new form of communication with the customer.” Social media interaction has gotten them, to what Preysman says, is a happy place. “I think we’re super happy as to how well it’s done. We’ve spent very little to no money in advertising. People are really humbled by it. Internet has made things a lot easier than it was before.” With the Internet making things easier, Everlane doesn’t have to deal with distributing to stores and retailers. And what sets them apart is passion for design and giving consumers what they need for a price that they want. “We pay attention to detail. Less is always more, that’s why
we use a minimal approach. We are willing to tell the customers what the product is. We create luxurious essentials and cut the brand markup to sell simply great quality at great prices.” Everlane uses their website as their storefront. They lay out their products on their website, and the customer chooses. Their blog is where customers can express what they want and what designs they’d like to see. Currently, the company has grown to 400,000 customers and continues to rise. As for future competitors? “Focus on the things that matter,” Preysman says. “You’re really your only competition at the end of the day. There are always competitors. We’re telling a story, but we have a different perspective — the products.” By creating really great
designs and providing them to as many people as possible, Everlane shows its customers that “it doesn’t have to be so complicated.” “In a way we want people to buy less. You don’t need 100 different shirts. You just need good quality shirts; something to last a long time. It applies to everything.” The company may expand in the U.S., or even go international, but nothing definitive just yet. What is definitive is the company’s consumer-focused objective. “We seek out the best factories in the business — the very same ones that produce your favorite designer labels — to create the shortest path from our hands to yours.” For more on Everlane, visit www.everlane.com December 2012/January 2013 brinkmagonline.com 15