San Francisco-based apparel and accessories e-tailer Everlane, which specialises in premium basics, has launched the first in a series of US-wide “transparency tours” in Los Angeles – the city in which the brand was born.
Transparent LA builds on the brand’s core ethos of full disclosure – both in terms of the origins of its products and the real cost of production – as a show of commitment to its consumers. Everlane lists the material, labour and transport costs of every one of its garments on its e-commerce site, revealing their price costs versus the standard retail mark-up.
Trading on that vision of honesty, the tour aims to amplify the concept’s online fan base by facilitating face-to-face conversations with local influencers, the Everlane team, and a series of additional independent businesses on what transparency means – and what makes their businesses similarly disruptive.
The tours were open to all but, due to limited capacity, were only accessible via an online RSVP. Key events included a visit to the workshop of local artist Tofer Chin, who collaborated on a T-shirt collection; and a meet-and-greet with the Everlane team at LA espresso institution Alfred Coffee – a pre-cursor to a closing party Q&A with other LA fashion CEOs such as Bobby Kim of The Hundreds, and Yael Aflalo of Reformation.
Additionally, and by far the most oversubscribed event (600 people signed up to the waiting list), fans were given the opportunity to go behind the scenes at the Everlane factory and learn about garment construction from start to finish. Each visitor walked away with a custom T-shirt.
Everlane is now asking fans to vote for the next major US city the Transparency Tour should travel to.
For more on brands hosting communal events to engage communities (cultivated both off- and online), see E-Tail Gets a Physical Presence and Community & Commerce. For more on the importance of local-centric retailing, see Specialise to Survive and Evolution of the Retail Flagship: Hybrid Lifestyle Venues. For more on transparency or using a product’s origins as a highly marketable badge of honour, see Positive Provenance and The Value of ‘Made In’.