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Retail
Published: 15 Aug 2016

Everlane Events Focus on Commuters & Localised Partnerships

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Everlane

To promote its new Commuter Backpack, US fashion e-tailer Everlane is conducting ten localised events in five US cities throughout August, centring on an in-transit lifestyle.

Echoing its 2015 Room Service concept where it commandeered hotels to use as temporary showrooms, many events plug into other brands’ spaces:

New York: At NY design store Calliope, customers can socialise but it’s also the starting point for a guided bike tour to the Little Red Lighthouse on the Hudson River – allowing participants to test Everlane’s Commuter Backpack on the road.

Chicago: In Chicago the brand is partnering with locally based Heritage Bicycles to deliver guided group bike rides along Lake Michigan, including an exclusive look at Heritage Bicycles’ new flagship.  

Washington DC: Exchanging cycling for walking, Everlane is collaborating with Walk With Locals – an online platform encouraging people to get to know their city. Its Washington DC outpost resides in concept store/café Maketto, and for nine days, consumers can meet there at 10am to join a neighbourhood walking tour and picnic.

Los Angeles: Everlane’s also popping up at LA design store Poketo, tapping a localised art connection. Anyone buying Everlane items receives a complimentary Poketo gift before embarking on a guided walking art tour through downtown LA’s best galleries, cafés and shops.

San Francisco: In Everlane’s hometown, it’s running a guided tour of the newly opened Ed Ruscha and the Great American West exhibit at the De Young Museum in Golden Gate Park.

See also Commuter Commerce in Roaming Retail, Nike Hikes: Urban Culture Adventure and New ‘Glocalisation’ Strategies.

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Walk With Locals
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Poketo x Everlane
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Poketo x Everlane
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Calliope x Everlane
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