Just like the explosion of the Day Heel, SF-based Everlane has concurred the next step in their wardrobe: denim.
Coming in three different styles, the minimal clothing empire has striked the pan while it was hot and fulfilled customer wishes with a complete denim line. Their slogan: "Ethically made. Perfectly fit. $68."
The company tells us that, "When we set out to develop denim, we were told we couldn’t do it all. That commercial denim destroys the environment. That only super-stretchy sells. That designer jeans need a designer price tag. Good thing we don’t do what we’re told."
The Everlane team has been developing this line since launch, with the demand for a comfy tee seven years ago, the team could not deny the need for a perfect pair of jeans. The basis of the company is made up of three qualities: know your factories, know the true cost, always ask why. Denim is indeed a dirty business to do—affecting the environment with every pair made doesn't come across as innovative.
So we're hopeful that the Everlane team delivers a pair of denim that will last us through the ages.
// 2170 Folsom St., Mission; $68, everlane.com
Anthony is the founder of Bob Cut Mag and the director of business development. Anthony writes on LGBT, people, and gender issues but catch him also writing about other shenanigans he finds himself in. Want to partner with Bob Cut? Email him at firstname.lastname@example.org