STORE SPACES

Online apparel brand with big following to open flagship

BY By Marianne Wilson

A clothing brand know for its "radical transparency" is putting down roots in its hometown.

Everlane will open its first permanent brick-and-mortar location, in San Francisco. The opening date hasn't been announced yet, but the company has posted a variety of available jobs, including "flagship store leader," on its website. The storefront, on Valencia Street in the city's Mission District, is already identified with the brand's "100% Human" tagline.

The flagship will not be Everlane's first foray into physical retailing. The brand previously opened a series of pop-up shops in New York City. And last year it opened a showroom inside its headquarters showcasing (and selling) existing and new products. The showroom is designed in the same minimalistic style as the clothing on display.

Everlane was founded in 2010 as a direct-to-consumer brand selling modern basics for men and women, with a promise of “radical transparency.” On its site, the retailer discloses how much it costs to make each item, breaking it down by materials, labor, duties and transport. It also reveals its markup.

Everlane is also transparent about the factories where its products are manufactured, taking a hands-on-approach to ensure each factory’s integrity. As an added assurance, it also require stringent workplace compliancy paperwork. The brand's ethical stance and affordable but stylish offerings has won it a strong following among millennials.

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