Everlane Open House
I wasn't sure exactly what to expect when I visited the Everlane Open House this past weekend. I just knew that I wanted to go. I find Everlane to have an interesting and nontraditional take on retail, so this pop-up shop was sure to be a worthwhile venture. I've always appreciated their stylish yet minimal design sense, strategic use of materials, and reasonable pricing for quality goods. Like most successful brands, Everlane dives deeper than just selling a product. They don't leave questions unanswered — the who, what, where, and how are baseline expectations as part of a thorough brand story. It's a company that knows what they value, communicates it well, and remains true to their mission throughout.
This Open House was proof of their continued value of transparency in production and cost, and an informative and well designed take on the story behind the goods in our homes. The beautifully designed space was part home and part museum. It was set up as an open floor plan for the various living spaces: kitchen, dining, closet, and living room. Each had callouts for various goods within the space, with particular attention to origin, materials, hardware, labor, duties, and transport, which all boil down to the true cost of the product. The retail price was then listed for comparison. A shout out to whoever designed the infographics associated with this breakdown. The clarity and presentation of information was beautifully done, without feeling like too much of a social commentary or a judgement.
I enjoyed the variety of Everlane products as well as a mix of other brands. Who knew that the beloved Chanel No. 5 is the world's most popular perfume, being purchased every 30 seconds around the world. Better yet, I was astounded that the $99 bottle costs only an estimated $2 to produce. Now that's a markup if I've ever seen one. It will be interesting to see if other brands take to this sort of transparency in the goods they produce. Everlane may be ahead of the curve, but I imagine others aren't far behind.
photos by Amanda Dennelly