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Michael Preysman: The Man Behind Everlane

Source: Business Insider

“We don’t want fashion,” Michael Preysman said.  “We want lasting styles.” Everlane, a brand well recognized for its radical transparency, disruptive nature, and sustainability, is all the talk these days. Michael Preysman, the founder and CEO of Everlane, attributes his success to these three qualities.

Having attended the same high school in Cupertino, California as Steve Jobs, Preysman often spent his free time as a child picking berries and foraging mushrooms for his brother and parents. After high school, Preysman attended Carnegie Mellon University in Pittsburgh where he graduated with a dual degree in engineering and economics. He then spent three years at a private equity firm at Elevation Partners. With what he describes as a deep passion for design, branding and storytelling, Preysman founded Everlane in San Francisco in late 2010.

Preysman started Everlane because he said the retail industry felt ripe for disruption. He had discovered the discrepancy between the cost of production and the price of a T-shirt. According to Preysman, a basic, high-end T-shirt costs about $7.50 to make, but sells for about $50. Thus, his brand began by selling high-quality T-shirts with a minimalist aesthetic at a fraction of the cost of other retailers. His commitment to reducing that gap has resonated worldwide. In 2016, Everlane did $100 million in direct-to-consumer sales online and across its stores in San Francisco and New York, according to PrivCo.

With Everlane, Preysman discloses exactly how much each of its products cost the company to make, along with Everlane's retail price and what these products would likely cost in a traditional store. He also makes sure consumers know about the factory conditions of where these clothes are produced with daily photos and videos on Everlane’s Instagram.

Preysman’s goal with Everlane is a total reinvention of what it means to be a fashion company. According to him, being on trend is not the goal. Everlane has judiciously added other product groups to that famous t-shirt - cashmere sweaters, leather shoes, chino pants, and so on - that reflect how customers actually shop for their clothes. Most of us don’t go looking for our spring 2017 wardrobe; we search out a new sweater, silk blouse, or a fresh jacket. Everlane sells all of those year-round.

Another issue within the fashion community that Preysman wanted to tackle was the industry’s reliance on plastic. "Everything comes out of a factory wrapped in plastic. It's disgusting," he says. Everlane now ships its products in recycled-plastic poly bags, and in 2018 it launched ReNew, a collection of outerwear that's made using discarded plastic bottles (approximately three million in the first run). By 2021, the plan is for Everlane to eliminate virgin plastic from its products, warehouses, stores and headquarters. "The companies we admire are the kinds that shift culture forward," he says. "For us, we want to make the supply chain honest and environmentally friendly."

This is not just the beginning for Preysman. Though his radical concepts for Everlane have only proven successful for him, these product releases are only the beginning. “What we do is we try to create out of our own inspiration,” Preysman said. “And then listen to customers to edit.” Much like Apple and Google, Everlane treats design as an iterative process; a product’s release is just one stage in its ongoing development.

Today, Michael Preysman’s ideas and innovations continue to be a significant disruptor in the fashion landscape. As he continues to develop Everlane and educate consumers about the importance of radical transparency and sustainability, many brands are following in suit. His impact is already evident and this is only the beginning. The only question is, what will Preysman bring to the table next?

Let’s Chat: Slow vs. Fast Fashion

On July 31st, Arden Rose, YouTube-veteran, quirky Zooey Deschannel look-a-like and Almost Adulting author, posted a video entitled: “how to NOT destroy the planet while shopping.” Such a confrontational and eco-conscious title from a relatively mainstream Youtube “influencer” (a term that seemed to be forced upon “content creators” in a creepy, new-age way) is all-too-often a rarity, which is what immediately drew me to the video. There should be no misunderstanding here, however; I have long admired and adored the off-kilter and endearing ramblings of Arden and have especially savored her taste for all things unique: her collaboration with Mejuri alone speaks volumes of her appreciation for individuality and one-of-kind pieces. I even discovered my new favorite arts-and-crafts magazine, Frankie Mag, through my following of Arden. But as Arden acknowledges herself in the video, YouTubers often promote the proliferation of fast-fashion by updating their viewers on the newest trends or engaging in sponsorships that offer limited-time discount codes to fans, as well as showcase their own capitalist splurges through “haul” videos, “What I got for [insert generic holiday here]” videos. Part of what makes YouTube work as a place for creatives to support themselves (albeit, barely and only if they are 1. able to captivate a large enough audience and 2. produce content that is wholly non-offensive) are the brand deals, the promotions, and the “plugs.” However, in her video, Arden acknowledges her past hauls of fast-fashion tyrants such as H&M and Forever 21 and notes her disgust for ever having taken part in promoting those brands. Arden identifies the 2015 documentary The True Cost to be her personal turning point - like Earthlings does for newfound vegans, The True Cost caused an awakening in her because of how the film illuminates the unethical and anti-humanitarian externalities of fast-fashion. I took a gander at the film and whole-heartedly agreed. From both the film, Arden’s video and my on-going following of Dearly Bethany, I have acquired a central message: “Buying clothing should be a series of investments, aimed at longevity and quality.” This is something that has been lost in both the fashion industry and on social media platforms. As a whole, we have become obsessed with having the next best thing. This pressure sits disproportionately on the shoulders of women, who are aggressively marketed to on a variety of platforms. Even I have noticed the sly ads (damn algorithms) on Instagram and Facebook that pry at my insecurities (hormonal acne, hydrogen peroxide damaged hair, a distinct lack of tasteful jewelry). 

Overall, a seismic shift has occurred in my brain. I am taking on the old-school mindset that clothing should not last just a season, but should last years. The only items of clothing I’ve ever owned that have lived up to the tune of this song have been my Doc Martens. Inherited from my mother, these Docs have lasted over 25 years. And so, I want to learn how to make my entire closet shift toward this tenant of sustainability. This means no more therapeutic fast-fashion purchases. Even Arden states in her video that this may be a difficult change for women (or men) who see shopping as a kind of therapy. I know I sure do. Even though I have decreased my susceptibility to impulse purchases as I have gotten older (I am obsessed with my credit score, kids), I know that when I was young that shopping at department stores was a way for my mother and I to bond in profound ways. She is a very fashionable woman and fortunately, or unfortunately, I have followed in her footsteps. We were able, even if only for a moment, to escape our day-to-day lives and look through a window of affluence and frivolous spending. If this sounds familiar to you, let it be known that you are not judged at all. However, if you are also like me and feel the need to do what is best for the planet and for people, you might want to tag along on my journey to a sustainable closet. I’ve even made it easy for you and I by doing some research on some great “investment brands” that value sustainability. Obviously there are many brands that are environmentally conscious, ethical and sustainable, but there is also a lot of hogwash out there because these labels have become boxes that brands check to cater to niche markets. I want to work through the smoke-and-mirrors of these labels and give you all some recommendations of companies that I hope walk the walk. 

Your Guide to Sustainable Clothing Brands:

Everlane’s motto is “Radical Transparency,” which is exactly what they bring to the table when it comes to the fast vs. slow fashion discussion. This company focuses on making their factories a great place to work, with frequent compliance audits at each factory to evaluate significant factors such as fair wages, reasonable hours and environmental considerations. You can learn more about Everlane’s factories here.

Everlane gets to our core message by stating out the gate: “At Everlane, we’re not big on trends. We want you to wear our pieces for years, even decades, to come. That’s why we source the finest materials and factories for our timeless products— like our Grade-A cashmere sweaters, Italian shoes, and Peruvian Pima tees.” 

Photo: Everlane

Most importantly Everlane is incredibly transparent about what seems to matter to consumers the most - pricing. Everlane believes that consumers have the right to know how much their clothing costs to make and often reveals the true costs behind all of their products - from materials to labor to transportation - and then sell them without the traditional retail markup. You can look at the cost breakdown for items such as modern loafers, cashmere crews, totes, denim and jackets here.

They even have a super cool feature called “Choose What You Pay” which is like a traditional sale except you choose how much you pay for individual items. Most importantly, their clothing is beautiful and Instagram knows I’ve been doing this research because I get their targeted ads pretty much every time I log into the app. I’ll take it - it’s flattering. 

Next up, Sisterhood. I’ll let them speak first. They write on their vibe page: “We are proud to love Mother Earth. This means that we do our absolute best day to day to reduce our impact on the environment. Against throw away fashion, we aim to create individual pieces that will never go out of style and will stand the test of time.”

Sisterhood’s paper to packaging is all made from 100% recycled material and can be recycled once again when finished with.The company works with a small factory to produce their designs and works to operate with zero waste and no chemicals during the production process. They claim fair wages for all workers and regular inspections of factories. You can “join the Sisterhood” for some pretty reasonable prices. 

I recently discovered this awesome brand. According to the company, “Two Fold stands for two things: environmental and social consciousness.” They are a small batch clothing label made in Charlotte, North Carolina focused on creating made-to-order and capsule collections twice a year rather than a continual release cycle. The rationale behind this is simple: quality over quantity. 

On the environmental front, Two Fold uses organic and sustainable fabrics with fibers such as organic cotton, tencel and raw silk noil which are all biodegradable and have renewable origins. Their packaging is all 100% recyclable as well.

On the social consciousness front, Two Fold works with a company called 410 Bridge, that goes into communities in the developing world, assesses their needs, and implements programs to bring them into economic stability. 

Two Fold’s goal is to uplift women through these two core values. 

Photo: Two Fold Clothing, Spring - Summer 2018 Collection

These are just three brands out of many that value sustainability. However, there are so many more that do not and primarily focus on profit maximization. Even more so, there are so many brands out there like Urban Outfitters and American Apparel (RIP, basically) that have dark pasts and negative core values. Even the brand “& Other Stores,” which I considered highlighting for this post, is owned by H&M Group, which as you know, is an H&M-run consortium of brands. And H&M is pretty much the definition of fast or “throw-away” fashion. 

At the end of the day, how we treat the planet and our fellow humans is up to us. Clothing is one of the many parts of our daily lives (unless it’s not for you, which is cool too) that has significant implications for the two realms (two folds, if you will) of environmentalism and social consciousness. If you want to start to move toward these values, these three brands are great places to start. Furthermore, if you have clothing that you want to get rid of, don’t just let it end up in a landfill. There are lots of great companies and organizations such as Goodwill, Salvation Army and the online thrift store, ThredUp, which are all about recycling, reselling and/or donation of clothing. 

Remember, moving toward a sustainable life is a process and it’s not going to happen overnight. Be gentle to the planet, to people and most importantly, yourself! Look out for the next blog post for more recommendations and to continue on this journey to a zero-waste, environmentally conscious and ethical life with me. 

art credit: Grace Easton of Gracedraws