“We have to be OK with riding the wave." That is the mantra Michael Preysman, founder and CEO of Everlane, has come to rely on throughout Covid-19.
In other words, Preysman has learned that, while the Everlane team can't control what challenges are thrown at the fashion brand -- which was founded with a focus on transparency and ethical sourcing in 2010 -- they can control the way that they respond.
From the initial waves of the pandemic to the Black Lives Matter movement to now the Delta variant, getting through the past year can be described as “running a sprint, and it turns out it’s a marathon,” said Preysman, on the most recent episode of the Glossy Podcast.
While the vaccine rollout evoked hope in many for the return of normalcy, Everlane has been honest about the fact that the resulting supply chain issues and labor shortages will take “another 3-5 years” to come back from, said Preysman. Until then, Preysman remains determined to maintain transparency regarding Everlane’s prices and direct-to-consumer business model, overall.
“[Our] $100 cashmere is coming to an end in 2022, because the cost of cashmere is increasing, said Preysman.
However, the typical Everlane customer, who ranges in age from their late 20s to early 30s, is “willing to pay more” for the brand’s environmentally conscious and quality pieces, said Preysman.
Everlane has also adapted the customer experience to be “seamless” online and offline, ensuring that “fitting rooms are the star of the [physical] space,” and that returns and shipping are made easy for customers.
Looking at the bigger picture of sustainable fashion, Preysman remains outspoken that sustainability has “completely been greenwashed,” he said.
"We try to avoid that word [sustainable] and use more factual statements, [like] organic, or clean water, etc.,” and to actively focus on reducing the brand’s carbon footprint. Everlane has done so by committing to the use of recycled materials and more efficient means of transport.
“What we're trying to show is that you can both … live a great life and have a low environmental impact,” said Preysman.
