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  • Quality not quantity proves the Millennial mantra
  • Quality not quantity proves the Millennial mantra
    Everlane (2015) ©
CASE STUDY

Everlane: ‘Radical Transparency’ for savvy millennials

Beautiful craftsmanship and fine fabrics aren't cheap, especially given the 800% markup between factory and shop floor. But now that US start-up Everlane is cutting the middle man to make ethical premium clothing affordable, its ‘radical transparency’ could really shake things up.

Location United States / Canada

Scope
There’s a beautiful fine-knit cashmere tank in your favourite shop. It’s ethically produced, lovingly made and – you’re pretty certain – the perfect basic. But it would set you back a week’s worth of rent. Is it worth it?

Well, since high street retailers mark up their prices by as much 8 times before they reach the consumer, the answer is too often ‘no’. Cue Everlane, a new online fashion brand luring shoppers away from pricey boutiques by cutting out the middle man, and the markup. Their luxe basics sell to a growing band of Millennial shoppers, who see ...

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