Everlane is opening its first permanent physical store

By

Emily Jensen

Published
Jul 18, 2017

This will be the first permanent store from the clothing brand, which has experimented with pop-up shops and showrooms in the past. The new Everlane store will be located in San Francisco’s Mission District.

 
Everlane launched in 2011 as a direct-to-consumer fashion label with a focus on transparency and quickly developed a following for its casual, neutral basics. The primarily online brand will now open its first permanent brick-and-mortar location at 461 Valencia Street in San Francisco’s Mission District. Everlane has not stated when the store will open, however the storefront already carries the brand’s slogan “100% Human” and the company’s website has applications open for positions at the store.
 
The news is something of a surprise to Everlane fans. In 2015 the brand’s founder and CEO Michael Preysman said there were no plans to open an Everlane store in the near future. However, as many mass retailers like J. Crew and Macy’s struggle to keep stores open, Everlane now has an opportunity to fill a gap in the retail market.

This is not the first time Everlane has sold its products outside the online model. It has staged pop-up shops in New York City in the past and also operates the Everlane Lab, an experimental showroom in San Francisco. The Everlane Lab opened in August of 2016 and while it is still open, the brand says it was never intended to be a permanent store.