Lauren Sherman

We have access to a ton of information.

Brands can't lie to you anymore.

So they're gonna give you all the information upfront.

Everlane was like, we're gonna tell you how much it costs to make our product.

We're gonna tell you how much we're profiting off of that.

We're gonna tell you where the factories are.

We're going to tell you what fabric we use.

We are on a low-carbon diet.

But the other thing that they did from the beginning was they tried to make cool clothes.

This was an era, 2010, 2011, 2012, where the gap was sort of waning.

Amazon wasn't as, you know, at the front of our lives when it came to apparel in particular.

And so...

there wasn't like a place that everybody was going to for their basics.

And so Everlane's promise was like, we're going to give you the coolest basics on the planet, these great box cut tees and cool high rise jeans, but we're going to do it in a way that makes you feel better about purchasing it.

It worked for about 10 years.

I'd say like, I don't know if you're familiar with the term norm core, but they were sort of at the center of the norm core trend.

Yeah.

And then I'd say around 2018, 2019, they were doing really well.

They were growing pretty fast, but they wanted to grow faster.

They started raising more money and they just made some strategic changes to product that didn't really jibe with how the consumer was transforming as well.