Everlane
Transparent-pricing apparel and footwear brand founded in 2010, known for ethical factories and radical cost breakdowns.
The Story
Everlane was founded in 2010 by Michael Preysman and Jesse Farmer with a radical idea: show customers the true cost of everything. Instead of marking up clothing by traditional retail multiples, Everlane listed materials, labor, and shipping on every product page and sold at near-cost. The model tapped into a growing skepticism of luxury markups and quickly attracted a devoted online following.
The brand started with basics—tees, denim, and outerwear—made in transparent factories that Preysman visited and documented. As the business scaled, Everlane opened its first flagship in New York City in 2017, bringing the online ethos to physical retail. The store became a case study in minimalist design and inventory transparency, with price tags explaining exactly what each item cost to make.
Everlane weathered its share of controversies, including worker-rights protests at one of its supplier factories in 2020. Preysman responded with public apologies and supply-chain audits, reinforcing the brand's commitment to accountability even when it was uncomfortable. By 2023 the company had raised hundreds of millions in venture capital, expanded globally, and continued to pressure the industry toward ethical pricing and factory transparency.
Key Facts & Metrics
Company Timeline
2010 — Co-founded by Michael Preysman and Jesse Farmer
Launched with radical transparency pricing model.
2011 — Launched Everlane.com
Listed true costs for materials, labor, and shipping on every item.
2017 — Opened first flagship store in New York City
Brought online transparency model to physical retail.
2020 — Faced supplier-factory protests and committed to audits
Addressed labor-practice concerns with public accountability.
2023 — Michael Preysman appeared on How I Built This: The Advice Line
Discussed fundraising, transparency, and scaling values.
