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.