Beyond Disruption: Everlane’s Next Chapter | BoF Professional, News & Analysis

Everlane learned a hard lesson this past year: radical transparency, the slogan that helped position the brand as a leader in the crowded online fashion marketplace, is a moving target.

The direct-to-consumer label had become a go-to for a fast-growing cohort of conscious consumers, who were won over to the brand’s T-shirts, jeans and other wardrobe staples by its promises to partner with ethical factories, source only the best materials and expose information about the true cost of every product. “Radical transparency” defined the brand; Everlane even filed to trademark the term in 2017.

But though Everlane was early to

Read More Continue Reading